Why Your B2B Website Is Getting Traffic But Not Generating Leads

You’ve hopped onto your website analytics package, trawled the data and checked performance.  Your website is attracting plenty of traffic; in fact, PPC has cost the business a small fortune, and organic search is growing.  Your website, however, still isn’t generating qualified leads. Enquiries just aren’t making it to your sales team's inbox.  Does this sound familiar?

For many B2B businesses, this is one of the main reasons their website becomes nothing more than a glorified brochure: it’s built, initially optimised, and then left to run without any further investment.  In the meantime, expensive salespeople are driving up and down the country trying to generate leads and close them all at once.

Many organisations try to solve this by pumping more money into PPC to drive more traffic to the website.  The volume of leads pulled in increases, but the conversion ratio doesn’t, and the ROI of the website falls further.

So what are some of the topline issues blocking website performance, and how can you solve them?

Generating qualified traffic

Arboreal Marketing worked with a client in 2024 who had strong traffic figures but low conversions from qualified leads.  When we walked through the Google Analytics data, we found the following:

• Over 25% of traffic was visiting the site to find a job or career information
• Another 50% of traffic was researching with no intent to purchase (wrong audience segment).

This meant that a full 75% of traffic wasn’t from the target audience.

Attracting the right potential customers to the right sections of the website is an essential first step in generating more leads from your existing investment.  The best return on investment comes from inbound leads generated by organic search, and the keywords you rank for, and the traffic you pull to your site are very dependent on the content marketing strategy you follow.

You need to match the challenges your clients face with the content you feature on your blogs and landing pages.  Your content should use terminology in the same way your clients do, which is not always the way your sector or industry experts will.  For instance, we’ve often found that CEOs use one language to address the market, and quite another when they are searching for solutions to their own problems.

Platforms such as SE Ranking are perfect for managing your keywords.  We looked at SEO tools you should use in our blog.

Pulling qualified traffic to your website:

If you want to attract the right potential customers to your website, then look at your organic search marketing to see if you do the following:

• Are you sharing content that your audience needs to solve challenges?  Or are you putting content on the site you want to shout about?  These are two very different communication styles.  One will pull traffic in and increase lead quality, the other will put them off.
• Is your keyword strategy targeting the right segments, for the way they search?  Or are you using terminology you use internally, but clients don’t?
• Have you structured your page and your content to appeal to algorithms?  Can search engines find the keywords you are targeting?

We are all different in the way we consume information.  Some of us absorb information quickly, come to fast decisions and want to move to the next step.  Others will take their time, digest all the details, and then, when they have checked and rechecked, will complete a contact form.

Most website traffic will leave your page by the second scroll, or roughly halfway.  Many pages will lose 15-20% of traffic after the fold (the point at which the user scrolls for the first time).  Many websites also only put contact forms or calls to action at the bottom of the page.

Different sectors have different average attention spans; for instance, accountancy and financial professional services tend to want all the information and detail before making a decision. Compared to B2B commodities or eCommerce sites, users have very short attention spans and will leave a page immediately if it doesn’t match their expectations.

So always put the key benefits for your product or services as close to the top as possible, and then reinforce this information with the details, specifications, features and testimonials further down the page.

Capture their attention, pique their desire, fill their interest and then make sure they can take an action (AIDA).

Check your webpages and ask yourself how far prospective customers have to scroll before they can click to the next stage of the buyer journey.  Is it quick and easy, or do they have to get all the way to the bottom before they see a link, lead magnet or contact form?

Many of our clients are time-poor and overworked.  They have to get the information and make a decision as fast as possible.  So make this easy for them!

Add calls to action all the way down the page.  They don’t always have to go to the contact page or a form. Remember to provide access to your services or products pages, related testimonials, blog posts or case studies or maybe a page with deeper specifications or features.  Visitors will want to view more than one page before contacting us.  But for those that don’t, we also need to make the contact us/buy now button as clear and easy to see as possible.

And don’t make your buttons red – red means stop!

Increasing your conversion rates can have a significant positive impact on your marketing budget. Arboreal Marketing calculated the impact on Pay-Per-Click advertising costs, Marketing Qualified Lead acquisition and their relation to conversions.  We found that:

• An increase of 1% in conversion ratio can save £11,000 from a marketing budget
• The higher the increase in online lead generation, the bigger the rate of saving
• Combined with the increase in lead quality and sales revenue, this means small improvements can have a significant impact on the sales funnel and profit

If you would like Arboreal Marketing to help improve your website performance, please contact us here.