A B2B website that’s optimised for sales should convert visitors at a rate of 1 to 5 per cent. That means if you’re getting just 1,000 website visitors a day you could be sourcing from 50 to 250 leads every single week. Not a bad result right?

Unfortunately, many businesses don’t make online sales optimisation a priority. Instead, they focus on old school methods like cold calling, bulk emails and networking. As effective as these methods can be (if they’re done right as part of a strategic marketing plan), if you don’t optimise your website, you could be missing out on hundreds of leads, leaving money on the table.

With that in mind, we’ve put together everything you need to know to start optimising your website and turn it into your most effective salesperson.

Navigation is the priority

The average bounce rate (the rate at which site visitors visit one page and then leave right away) for B2B websites is over 60 per cent. That means the majority of visitors to your website may not even continue on from your home page, and are almost instantly lost as leads. The first and most essential step to keeping visitors on your website and to encourage them to buy or enquire is to improve your site’s navigation.

That means your UX design and your site’s build need to be fine tuned to near perfection. Here are a few best practice tips:

  • Make key elements like CTAs stand out using colour, space and smart design.
  • Keep it simple. An over-cluttered layout and site structure will distract buyers from what’s important.
  • Make the site journey clear by giving buyers somewhere to go next at all times e.g. find out more, get in touch etc.

Having an attractive and eye-catching brand and website is important, but if your site doesn’t function as it should, it’s all for nothing.

Build clearer, more aggressive funnels

Improving your website’s conversion rate is all about building effective funnels to turn prospects into leads and leads into buyers. For example, if you’re running Facebook ads, you should always prompt prospects to take action to move them downward in the funnel – to find out more, to download your ebook, to get in touch.

In this example, if they choose to ‘find out more’, you could direct them to a landing page that provides useful information to help them decide what they need, or a page that touches on their pain points and discusses how your product or service solves these problems. These pages would then prompt them to buy or offer an option to get in touch or find out more again.

To simplify: there are two things that are most important when building sales funnels:

  1. Strong and convincing calls to action.
  2. Providing content that gives prospects what they need to buy your product: whether it’s more information about its benefits, a reason to trust your brand or content that helps them figure out what they need.

Keep the concept of a sales funnel in mind whenever you produce any marketing materials and you’re off on the right start!

Address buyers at each stage of their journey

Every prospect is unique and needs different things to move towards a purchase. However, broadly speaking, they can be categorized into three groups for the purpose of building sales funnels and producing content:

  • Top of the funnel: need general information about a topic or a problem they’re having.
  • Middle of the funnel: are looking for more information about a product or service in order to start considering their purchasing options.
  • And bottom of the funnel: need to know the reasons why they should choose a certain product or service, and specifically why it solves their problem.

You need content on your website, on your landing pages and your blog that addresses each of these groups and prompts them to move further down the funnel towards a purchase.

A/B test continually

Regardless of how brilliant your emails, social posts, and website is, they can always be better. A/B testing, or comparing the conversion rates of two versions of your site, is a great way to continually fine-tune your online sales funnel.

You can A/B test everything on your site (and your inbound marketing) including:

  1. Landing page copy and headings.
  2. CTA positioning, color, design and text. You can even experiment with using two CTAs above the fold.
  3. Social proofs positioning and choice.
  4. Images and site design features.


The best thing about A/B testing (apart from the increased conversion rate) is that it does not cost a fortune so there’s nothing to stop you fine-tuning every part of your website.

For help getting started boosting your conversion rate and transforming it into your most effective salesperson, get in touch with the team at Pounce today.