A well-designed website is a must-have component in SaaS healthcare marketing strategies. It can tell your brand story, connect your technology with your audience’s challenges, and showcase how your solution helps customers achieve their goals.
Yet, one of the most critical functions of a website is to support B2B lead generation. A converting website is essential for successful SaaS healthcare marketing because it creates a steady flow of high-quality leads to fill your pipeline.
In this article, Erica Pierce, Partner and Creative Director at Spot On discusses how you can improve website lead generation — whether you’ve been collecting sales prospects information from your site for a while or are wondering where to start.
Many traditional companies consider their websites a static element akin to a sign on a storefront or a print ad.
"Companies make the mistake of treating their website like a brochure about them and their business. Yet, to create an effective website, they must approach it from their prospects’ viewpoint, not their own."
— Erica Pierce, Partner and Creative Director at Spot On
Building your website from your prospects’ perspective means providing the content they seek in formats they prefer and addressing their pain points. “Put yourself in your prospect’s shoes, position content around their challenges, and relate their wants and needs to your solution,” advises Pierce.
Treat your website as a digital salesperson who is around 24/7 to greet and guide potential customers through the buyer’s journey. It should convert strangers into warm prospects and entice them to want to learn more about your solution.
So, how do you build a converting website for B2B lead generation to support your healthcare marketing strategies?
First, you must know how well your website supports your healthcare marketing strategies and generates high-quality leads before investing the time and resources to improve specific elements. Pierce recommends conducting an audit to evaluate your current pages to see what’s working well and which aspects need improvements.
"We go through everything from user experience (UX) to conversion rate optimization (CRO). We seek to answer key questions, such as ‘Is the site easy to use and understand?’ and ‘Are there clear paths and opportunities for conversion?’"
— Erica Pierce
For instance, if a client doesn't have a call-to-action (CTA) in their header to entice visitors to join their list (e.g., by downloading high-value content), we'll address this low-hanging promptly.
Additionally, visitors who enter your URL onto the address bar and come to your homepage are often familiar with your brand and solution. “This is the stage where they may be ready to schedule a demo or download a bottom-of-the-funnel offer,” Pierce says. As such, you should include an appropriate CTA in the content.
Other critical elements we evaluate during an audit include web forms, links, images, and navigation menus. Everything should work synergistically to help users navigate the website and take the next step.
Content marketing should be an integral part of effective healthcare marketing strategies. According to the Content Marketing Institute, 74% of B2B marketers say content marketing is useful for B2B lead generation. It's particularly effective for healthcare marketing because it focuses on educating the audience and building credibility.
Publishing content improves brand trust by showing prospects you understand their pain points. You should include gated, downloadable content to maximize website lead generation.
"Relevant downloadable offers like eBooks, tip sheets, webinars, and case studies help you capture leads at every stage of the buyer's journey."
— Erica Pierce
However, don’t overlook the importance of high-quality on-page content like blog posts and infographics. The digestible and scannable content gives visitors a taste of what they may expect when they share their information to access gated content, increasing the chances that they’ll share their information to download your offers.
Your healthcare marketing strategies should address search engine optimization (SEO) because it is critical for attracting high-quality prospects to your website. These visitors will likely find value in your content and sign up for downloadable offers.
While you should focus on building a site for human users and not search engine crawlers, don’t overlook the importance of SEO.
"You have to generate traffic to convert it. If prospects never find you, they’re not going to convert. The only other way to get them to your site would be through ads, but that’s a short-term, more expensive play."
— Erica Pierce
Effective healthcare marketing strategies center on attracting the right kind of traffic — buyers who need your healthcare software to solve existing problems. Consider the search terms your ideal customers would use if they were trying to solve pain points related to your solution. You must identify the right keywords — the more unique and specific they are, the better.
“We pull a list of keywords and then assign one unique, primary keyword to every page on the website. Then we optimize that keyword throughout the page,” explains Pierce. “We also choose a different keyword for each page to prevent pages from competing against one another.”
Your website must provide a clear path to conversion to maximize its B2B lead generation effectiveness. Its structure should allow visitors to explore your content at their own pace and include multiple conversion opportunities.
"UX is the foundation of a converting website for effective B2B lead generation. You must ensure visitors know how to use your website and where to click to take the next step."
— Erica Pierce
Our team is here to help if you’re ready to optimize your website’s UX and SEO and implement a content marketing strategy to improve website lead generation results. Schedule a time to chat with one of our experts and see how we can transform your website from a company brochure to a lead-generating machine.
