B2B lead generation website: give your internal champion what they need

A B2B lead generation website doesn't have to convince one person. It has to give the person who found you the arguments to recommend you inside their company: which industries you serve, cases like theirs, how you work, which risks you take off their plate and what you need to quote. When you sell to businesses, the person on your site almost never decides alone.

If you already have a site that isn't bringing in leads, the general checklist is in why your website isn't bringing in customers. Here I'll focus on what changes when the customer is a company.

The person who finds you isn't the one who signs

At a small or mid-sized company hiring a service or trying a new supplier, it usually goes like this: someone on the team has the problem, searches Google, finds two or three options and puts together a recommendation for their boss, the owner or purchasing. That person is your salesperson inside the other company, and what they need is material to defend you in a meeting you won't be in.

So a B2B website isn't judged by whether people like it, but by whether it's easy to forward. Is there a page explaining your service for their industry that they can email around? Is there a similar case? Is it clear what working with you looks like, how long it takes to get started and what they'll need to provide? If not, that person has to explain you from memory, and that's where you lose.

Who looks at your site and what they want

A page per industry, not one page for everyone

A services page that says “we work with companies in every industry” convinces nobody. The logistics manager at a distributor wants to read about distributors; the one at a factory, about factories. One page per industry you genuinely serve, with its problems, its vocabulary and an example, makes visitors feel you've already worked with people like them.

That's also SEO. Business buyers don't search for “services for companies”; they search for their problem in their industry's words. I covered this idea of application pages in SEO for manufacturers, and it works for any business that sells to businesses.

Content that answers buying questions

Beyond what you do, a company wants to know what buying from you is like. These pages or sections are usually missing, and they're the ones that get forwarded most:

• How the process works: first meeting, proposal, kickoff, deliveries, follow-up.
• What you need from them: information, access, a point of contact, approvals.
• What affects the cost, without numbers, so they can anticipate the quote.
• Typical timelines in general terms and what they depend on.
• What happens afterward: support, warranty, maintenance, how to reach you if something breaks.
• Who's behind it: a face and a name. Companies care about the supplier as much as the product.

Cases that answer “have you done this before?”

That's the question that always comes up in the internal meeting. A well-told case (what the client had, what was done, how it turned out) beats any list of benefits. It has to be real, shared with the client's permission, and free of made-up figures: if you don't have a measured number, describe how their way of working changed. I explain how to present them in case studies on your website.

If your product is configurable, like a steel building manufacturer's, the case can be a demo the buyer tries on their own; that's the idea behind how I work with manufacturers on Estructuras 3D. For companies that are already clients, the next step is a B2B customer portal with orders, documents and requests.

A contact step built for a company

A WhatsApp button helps, but many companies prefer email or a scheduled call. Ideally you offer both: a short form with what you need to prepare the first conversation (company, industry, what they want to solve, by when) and the option to write directly. And reply fast: in B2B, whoever answers first with something useful often becomes the benchmark for everyone else.

I work on my own, remotely from Buenos Aires, Argentina (UTC−3), with video calls and progress you can open from a link. I quote each project separately. You can see what I do in services and other work in projects.

Frequently asked questions