B2B Website Conversion Optimization

Unless your website visitors possess a pressing need to acquire your product or service at this exact moment, no Contact Us link in the top right corner of your website will ever compel him to raise his hand and say, “I want to buy something.” So how do you transform an anonymous website visitor into a real lead — i.e. a name, an email address and a phone number?

The answer lies in conversion optimization. A conversion path is the route a website visitor takes from the point at which he arrives on your website to the point at which he becomes a real contact. At Coblestone Publicity, we design, implement and constantly refine our clients’ conversion paths to convert more visitors into real leads. Here’s how we build and optimize conversion paths.

Premium content offer

Just as customers trade you their money for products or services that offer them value, prospects will trade you their contact information for content that offers them value. Think of contact information as the currency of online lead generation. The premium content you sell in exchange for that currency can take on many forms, including the following:

  • White papers
  • Buyer’s guides
  • Webinars
  • Product demos
  • Manuals or handbooks
  • Free consultations

At Gorilla, our team of journalists is trained to extract expertise form the brains of your team members and turn that expertise into premium content offers that your specific audience will crave.


We attract attention to premium content with call-to-action buttons. And we carefully design and place these calls-to-action throughout your website to expose them to the most relevant visitors. For example, at the bottom of an educational blog post, we might place a call-to-action button prompting your visitor to download a white paper that further explores the blog post topic. When the visitor clicks that button, he’s taken to a lead capture landing page, as explained below.

Landing page

In marketer speak, “landing page” means “lead-capture page.” We link every call-to-action button on our clients’ websites to an accompanying landing page that serves one purpose alone: capturing that visitor’s information. Think of landing pages as the checkout aisles of your website. The transaction happens here — your premium content is exchanged for your prospect’s contact information.


Every lead capture landing page includes a form for collecting prospects’ contact information. But we don’t just aim to collect the basics like name, company, phone number, email address. We also use forms to ask questions that will help prepare you for sales conversations with your new prospects — information that will help qualify your prospects as goods or bad leads. We use forms to ask visitors about their biggest challenges and what services they would find helpful. We might also ask what type of content they’d find valuable from a list of four or five topics so we can cater your email-marketing approach toward each prospect accordingly. With this information in-hand, we begin the process of lead intelligence mining, the next step in turning leads into sales.

Let’s talk about designing conversion paths that will turn more of your website visitors into leads.