All Posts By

Brandon Lee

How to Start and Launch a Successful New Consulting Website

By | Discovery | No Comments

As a consulting firm, it is important to select the right team for your next website activation. We know this is not an easy decision.

You may be asking yourself, what do I look for in a web agency? What makes this website agency better than the next? How can I trust that what this team is telling me about how I can grow my client base is correct?

You may have already received a lot of proposals for your website detailing the amount of pages required for your activation along with a sticker price and are having trouble deciding who to trust with one of your most important sales tools. To make sure that you are making the right decision with your next website activation, we recommend performing an in-depth discovery with the agency of your choosing.

A paid discovery will allow you to create a winning strategy at a fraction of the cost before investing upwards of 15 to 20 thousand dollars on a website you have no idea what the outcome will look like. The discovery process will also help with clearly defining your products and services so those who are searching for what you do best, finds you online.

Watch what steps of the discovery process you should be taking above before selecting someone to work with on your consulting website activation and learn why it’s important to select the right agency in order to continually attract and develop new clients online.

7 Reasons Your B2B Website Is Losing Valuable Leads

By | Web Design | No Comments

If you are a B2B marketer you have probably found yourself asking at least one of these questions.

Why have our website leads started to decline?

We are B2B focused not B2C… will mobile optimization really help us garner more opportunities?

How can I increase the quality of our leads for our sales team?

Perhaps you have even asked all of these questions, but you have yet to make much progress in garnering more leads through your website. Rest assured, you are not alone. Even the most seasoned of marketing pros have a tough time staying out ahead of the best practices for increasing lead conversions on their websites. Not too surprisingly, the B2B Technology Marketing Community reports that the biggest challenge over 61% of B2B marketers face is generating high-quality sales qualified leads.

Yes, the process of having all angles covered on your site and achieving your best possible chances for sales qualified web conversions will require a bit of strategy, design, and testing. So to make things easier, we have laid out 7 commonly overlooked areas where your B2B website might be losing valuable lead conversions. We even included a few tips on how to get back on the right track

1. Poor CTA’s (Call-to-Action)

You have managed to get users and potential prospects to your site awesome! You may have even created great content and a compelling reason for your site visitors to reach out to you or buy. However, you might have forgotten to provide an easy to locate and intuitive call to action to convert that user into a warm lead. By now this user might have gotten antsy and left your site in hopes of finding what or who they were looking for elsewhere. This may seem unfortunate as it is obvious of a fix, but you would be surprised to find out that that 42% of offer-related graphics on landing pages are not clickable. (MarketingSherpa)

Poor CTA’s (Call-to-Action)

Tips to Improve: Make sure that each of your CTAs is visually captivating and that the copy compels users to click on the offer. KISS, keep it simple and describe your CTA with no more than 4 or 5 words. Finally, make sure that your CTA contrasts your web page in an easy to find spot with a clear action-oriented verb like “download” or “subscribe”.

2. Too much text, not enough compelling visuals

All too often B2B websites are stuffed with bulky text that is so overwhelming it loses a user’s attention and while also subsequently reducing the chance to generate a lead. There is a delicate balance between providing enough substance for prospects to learn about you and keeping their attention. A great way to keep users engaged as they evaluate your services up until they are willing to provide their information is to communicate your offerings in a more visual manner.

Did you know that Visuals are processed 60,000X faster in the brain than text? Visuals have been found to improve learning by up to 400 percent.

Too much text, not enough compelling visuals

Tips to Improve: Don’t be afraid to utilize the power of white space, give your messaging and visuals room to breathe. This helps make your content look less intimidating and much more digestible. Also be sure to add multimedia to your text—this could be high-quality images, infographics, or explainer videos. Companies have been able to increase lead conversion rates by 20% thanks to explainer videos, according to Unbounce.

3. Lacking a clear headline and unique value prop

You might be surprised how quickly first impressions are formed the second visitors arrive at your website. The very first thing that they see are your headlines and your unique value proposition. If you haven’t made it clear on your homepage or key landing pages why exactly your visitors should do business with you and the benefits thereafter, then they simply won’t.

Below is an example of one IT Solution company that decided to not use a headline of any sort on their homepage. They surely didn’t showcase their unique value proposition either by claiming “we fix everything”.

Lacking a clear headline and unique value prop

On the other hand, OneNeck IT Solutions did a much better job in displaying their unique value proposition in their header with an action driven CTA to capture those valuable leads.

OneNeck IT Solutions

Quick Tips to Improve: Over at the American Writers & Artists, their trainers teach the “Four U’s” approach to writing headlines:

1) Urgent – Create a sense of urgency in your B2B website headlines or subheadings.

2) Unique – Make sure you are clearly communicating your unique value prop so users don’t get lost in the sea of the competition.

3) Useful – Convey the utility your products or services have to offer, and don’t be afraid to be BOLD.

4) Ultra-Specific – Don’t just tell your clients you are their “go-to IT provider”. Be specific and tell them why you are best as implementing the best in class cyber security solutions for Fortune 1000 companies.

4. Non-Mobile Optimized Web Site

In the past few years, there has been a proliferation of research and commerce happening by B2B buyers on mobile devices. This may be a no-brainer because if you are reading this blog there is about a 46% chance you are reading from a mobile device. What you probably don’t know is how your B2B web presence is being crippled from a lack mobile optimization, ultimately stymying your chances for lead generation.

In recent research by B2B Inbound Marketing experts Axon Garside, it was revealed that 52% of B2B customers are using smartphone to research products for their business, but there is still a staggering 47% of B2B business that have yet to take advantage of a mobile optimized website. A mobile optimized website means much more than just trying to keep up with the competition, it means creating a great user experience for your visitors when they explore your site away from their PC’s or laptops. Those same users are 67% more likely to purchase from a mobile-friendly site.

Non-Mobile Optimized Web Site

Quick Tips to Improve: Consider building your site on a CMS like WordPress that has a number of themes and plugins that allow for a fully responsive, mobile-optimized browsing experience. Also, make sure that on the landing pages that you are trying to convert leads and that you know which elements you should choose to show or to hide. When choosing those elements, make sure that you don’t leave out your call-to-action buttons, or else you may miss out on valuable leads.

5. Slow page load speed

Nowadays, users expect a seamless experience when visiting a website. You might have a great website waiting for them to explore, with rich content, and a compelling reason to do business with you—but if you have slower than normal page load speeds, you have failed to create a seamless web experience and you are likely to have more bounced visitors. Now when it comes to page load speed and missed web conversions, the facts below speak for themselves.

A study by Aberdeen Group showed that a one second delay in page load time equals 11% fewer page views, a 16% decrease in customer satisfaction, and 7% loss in conversions. According to a Radware study, “A site that loads in three seconds experiences 22 percent fewer page views, a 50 percent higher bounce rate, and 22 percent fewer conversions than a site that loads in one second, while a site that loads in five seconds experiences 35 percent fewer page views, a 105 percent higher bounce rate, and 38 percent fewer conversions.”

Slow page load speed

Quick Tips to Improve: First, use a page speed analyzer tool to analyze the current page load speed of your website. There are a bunch of free tools out there, at FLX we use Google PageSpeed Insights. This will help you benchmark and make sure the improvements you are making are actually boosting your page load speed. Three quick and easy speed fixes include: optimizing and resizing your images, enable web page caching on your CMS, and fix all broken links on your website. You will be surprised with the positive effect just these fixes can have on your page load speed.

6. Lacking downloadable content and resources

Many B2B marketers approach their web marketing strategy with a majority of the focus on getting prospects to their site. It would be great if page views alone paid the bills, but unfortunately, that is not that case. In many cases, your visitors are early in the research phase of their buying cycle and may simply be looking for information to gather and review when they have time to fully absorb the content.

If you don’t provide quality downloadable resources on your website such as e-books, guides, case studies, white papers, brochures, etc., you may be losing a great opportunity to capture leads and build relationships with prospects early on. Forrester Research, Inc. teaches us that B2B buyers are anywhere from 70%-90% through the buyer journey before contacting a vendor. These are the same buyers who are consuming easy to download content throughout their vendor evaluation process.

If your website appears credible and has valuable content that is easy to download for visitors, they will gladly exchange their contact details for your resources.

Below is one example of a free Internet Marketing how-to-guide from HubSpot.

free Internet Marketing how-to-guide from HubSpot

Quick Tips: Start off with taking a look at the case studies or collateral you have already created and see how you might repurpose that information into downloadable content that your visitors will value. Turning a client testimonial into a downloadable case study might very well be worth the time spent designing and hosting online for lead capture. It is best practice to make sure that your opt-in resources are hosted on pages that align with the offerings your ideal customers are gravitating towards.

7. Failing to A/B test your site

So you have just launched your newly redesigned website, and now it’s time to kick up your feet, sit back and watch the leads rain in. Maybe in a few months, you can look under the hood and take a peek at your web analytics… Well, this probably isn’t the best approach if you want to make sure you are squeezing as much potential to generate leads from your site as you can. We recommend that upon launch you have your top lead generation pages ready for A/B Testing.

What is A/B site testing? A/B testing is a strategy of comparing two different versions of a web page against each other to figure out which one performs better. In the case of generating B2B web leads, this can mean testing everything from page titles, images, call to action button placement, and all the way down to the nitty gritty stuff like CTA button colors and copy.

Failing to A/B test your site

The goal here is to make sure that you are continually evaluating which variation provides the best lead conversion opportunity. “Testing takes the guesswork out ofwebsite optimization and enables data-informed decisions that shift business conversations from, “we think” to “we know.”

Quick Tips to Improve: As you prepare to launch your site, spend a little extra time with your design and development team to create a measurable plan of attack for A/B testing. One really cool tool that will help you further analyze the on page user experience is LuckyOrange. With this tool, you can see exactly how many people are on your site, how they found you, and most importantly what their page by page mouse navigation looks like. Pretty cool right?

These 7 tips should help you get on a solid path to unlock your B2B websites lead generation potential. If you have any questions or you need helping improving lead generation for your website, feel free to reach out to us

5 Social Media Marketing Tips for B2B Companies

By | Inbound Marketing, Interactive Marketing | No Comments

Social media has evolved into an ever growing platform for B2B businesses to promote their products and reach out to potential consumers. More and more people are using some sort of social media everyday which is why it is important to develop a social media marketing strategy, whether it is a campaign shared through Facebook, Twitter, Instagram or even Snapchat. This is a prime opportunity for companies to engage with their customers seeing that Facebook has 1.71 billion active users and Twitter has 313 million active users (Zephoria) (Twitter). You may ask yourself, “why are companies having a hard time using social media as a marketing platform?”. Here are five examples and tips of what B2B companies and marketing professionals should be doing to make social media marketing more of a success.

  1. Keeping an active presence on your social media

A lot of B2B businesses believe they can post content on their social media and that is enough to garner interest in their content. However, that is not the reality we live in. Once a company posts on social media, they need to be ready to communicate with anyone that interacts with their post. 78% of marketers said they saw increased traffic with as little as 6 hours a week invested in social media marketing (Social Media Examiner). With the increased traffic produced from investing only 6 hours in your social media, more leads will be generated. See the infographic below on how IBM took advantage of a unique social media campaign. Keeping an active presence on your social media is important in building the key relationships via social media your B2B company needs to effective social media marketing.

  1. Humanize your company

By keeping an active presence on your B2B’s social media, you are able to engage more with your customers and answer any questions they might have. By being personal with customers, it gives them a sense of reassurance that the company is human and wants to engage with them. B2B companies that connect with buyers on an emotional level see twice the impact of those still trying to sell based on business or functional value. The most connected companies with their audience enjoyed 31% greater revenue growth last year (Webbiquity). Customers appreciate when companies get back to them quickly if they have a question they need answered. 60% of buyers who feel a “high brand connection” are more likely to purchase, even at a higher price, from those brands versus competitors (Webbiquity). This ensures brand loyalty to the customers that you engage and interact with on your social media accounts. 

  1. Choosing the correct social media platform

There are many platforms to choose from such as, Facebook, Twitter, Instagram and LinkedIn. First off, you need to think about several questions before you choose a platform to work with.

  • What is the purpose of this platform?
  • Does my target audience use this platform?
  • Does the platform relate to my B2B business’s needs and social media strategy?

For example, Facebook’s purpose is to build brand loyalty and reputations through interesting content and informational posts. Whereas Twitter’s purpose is to deliver quick updates and promote new products with an instant feedback from your audience.  Once you answer these questions with the social media platform you have in mind, then you are ready to choose which ones to use. The most popular social media platforms to use are Twitter, Facebook, YouTube and LinkedIn. In fact, more than 70% of all B2B marketers use at least one of the “Big 4” social media sites (LinkedIn, Twitter, Facebook, and YouTube) to distribute content (Digital Marketing Philippines). Now that you have your desired platform, you now need to figure out how to use it to its full potential.

  1. Use pictures to get more engagement

Buzzsumo found that when someone posts on Facebook, a post with images receives about 2.3x more engagements than those without (Buzzsumo). What this means is that for every one like you get on a post without an image, you could have had at least two more with an image. It is natural to be more attracted to an image rather than a lengthy text post. People are more visual learners and by giving them images instead of text, they will be able to understand the information much better. Now you cannot just post an image and wait for the people to begin flooding in. You have to post a relevant picture to what you are talking about. About 54% of B2B marketers said they’ve generated leads from social media strategies and posting with compelling visuals and graphics could help to increase that number even more for your company (Rick Whittington). 

  1. Paid Ads

If people are not finding your B2B website organically, you may have to explore the benefits of paid advertisements to attract people to your website. There are two types of advertisements companies can do on social media: sponsored posts and ads. Sponsored posts are posts done by the company to boost the reach of their content that was already published on their social media. Promoted Tweets have shown average engagement rates of 1 to 3 percent—much higher than traditional banner ads (Hoot Suite). The second option is another great way to advertise your company. The difference between ads and sponsored posts is that you create your own ad and can customize everything to your liking. On Facebook, desktop ads have 8.1x higher click-through rates and mobile ads have 9.1x higher click-through rates than normal web ads (Hoot Suite). When you create your own ad, make sure that everything looks professional and is consistent with your company’s marketing ideas.


These 5 B2B social media strategy tips should help you get on the right track towards generating even more leads for your company. If you have any questions or need help with social media tactics, feel free to reach out to us at or check us out at