How to get more leads from a B2B website

Your website gets some visitors, but nobody fills in the form or calls, and every client so far came from people you know. To get more leads from a B2B website, you check that every enquiry reaches you, show buyers the price, the proof and one easy next step on every page, and answer within an hour. Then you bring the right buyers to it every day, because most buyers pick their favourite supplier before they ever contact one.

Do these three things

About a day of setup, then about 4 hours a day. Judge each change after 300 visits, and the whole routine after 2,800 messages.

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1. 1Today: send yourself a test enquiry through every form, email link and phone number on your site. Then put one quote button, a 3-field form, a starting price and your phone number on every page.
2. 2Every day: answer every enquiry within 1 hour, publish 1 page that answers a question buyers ask before they buy, and send it in 100 personal messages to named buyers.
3. 3Every Sunday: count enquiries per 100 visits and where each one came from. Then fix the one page where most visitors leave.

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1. Test that every enquiry from your website reaches you

Before you try to get more leads, check that the leads you already get reach you. Send a test enquiry through every form, email link, phone number and booking link on your site, from your phone, and see where each one lands.

This step finds lost leads more often than founders expect. Since November 2025, Gmail has been rejecting more email that is not properly signed. Many website forms send their alerts without that signature, which hurts your email deliverability. The visitor still sees "Thank you, we'll be in touch", but the email never arrives, not even in spam.

Do it in this order:

1. 1

   List every way to reach you

   Open every page of your site on your phone. Write down each form, each email address, each phone number, each booking link and each chat box. Include the footer and the contact page.

2. 2

   Send one test through each

   Use a different email address from your own, such as a personal Gmail. Write "TEST" and the page name in each one. Call each phone number. Book and cancel a slot on each booking link.

3. 3

   Check where each one lands

   Look in your inbox, your spam folder and your site builder's list of form entries. Write down how many minutes each one took. Anything that took more than 5 minutes, or landed in spam, needs fixing.

4. 4

   Fix the form alerts

   In your form settings, set the "From" address to an address on your own domain, not the visitor's email and not a Gmail address. Ask your email host to confirm that SPF and DKIM are set up for your domain: two settings that prove an email really comes from you. On WordPress, use an SMTP plugin, such as WP Mail SMTP, so alerts are sent from a real mail server. Then send every alert to two places: your inbox and a second address or your phone.

Your site builder also keeps a copy of each form entry. Check that list once a month against your inbox, so one broken alert never hides a lead.

• Tool: your phone, your site builder, and your email host's settings page.
• Time: 30 minutes, plus 30 minutes if you need to fix the form alerts.
• You will have: a list of every way to reach you, each tested, with the minutes it took.
• It worked if: every test reached your inbox, not spam, within 5 minutes, and every phone number rang a phone you answer.
• Common mistake: trusting the thank-you message. It only proves the visitor pressed the button. It does not prove you got the email. The other mistake is an old phone number or an "info@" inbox nobody reads.

2. Put one quote button, a 3-field form and your phone number on every page

Put the same "Get a quote" button in the top bar of every page, and a short form with your phone number at the end of every page. A buyer should never have to look for the contact page.

Most buyers read your site without you. In 6sense's 2025 survey of nearly 4,000 business buyers, 94% of buying groups had ranked their favourite suppliers before they contacted any of them, and buyers started 79% of first conversations themselves. So when a buyer is ready, the next step must be right there, on whatever page they are reading.

Use one button with the same words everywhere. Pick it by how you sell:

• If you make or wholesale a product: "Get a quote" or "Request samples".
• If you sell a service: "Get a quote" or "Book a 20-minute call".
• If you sell sales-led software: "Book a demo" or "See it on a 20-minute call". If people can sign up and try it alone, the SaaS website guide fits you better.

Keep the form to three fields: name, work email, and "What do you need, and by when?". Add one more only if you need it to send a price, such as quantity. Under the button, say what happens next. Put your phone number and email address on every page as plain text, so buyers who will not fill in a form can still reach you. If your builder's form is poor, use Tally. Its free plan has unlimited forms and submissions and emails you each one.

Heading: Get a price for [what you sell] in 1 hourName
Work email
What do you need, and by when?[Button:] Get a quoteUnder the button: We reply within 1 hour, [your hours]. Or call [Your name] on [phone].

The page itself, the headline and the five parts under it, is the job of homepage copy. The form's fields and the button wording are covered in more detail in writing a landing page.

• Tool: your site builder, or Tally (free).
• Time: 1 hour.
• You will have: the same button in the top bar of every page, and the 3-field form with your phone number at the end of every page.
• It worked if: from any page, you can send an enquiry on your phone in under 60 seconds, and the test from step 1 still arrives.
• Common mistake: a "Contact us" link in the menu and nothing else, or a form that asks for phone, job title, company size and budget. Ask those on the discovery call.

3. Show a starting price on your website, even if every order is custom

Put a starting price, a typical order price or a price range on every page that sells something. Buyers want to know if you fit their budget before they spend time talking to you.

Most business buyers would rather not talk to a salesperson at all: 61% said so in a Gartner survey published in June 2025. They still need a number to put you on their list. When prices change with every order, Nielsen Norman Group's long-standing advice is to show sample prices for a few typical orders. A range is enough at this stage. The full price comes in your quote.

Pick what to show with this rule:

If you make or wholesale a product: show the price for your two or three most common orders, and your minimum order. "500 boxes, one colour: $[X]. 2,000 boxes: $[Y]."

If you sell a service: show a starting price or a typical project price, and what changes it. "Most projects are $[X] to $[Y]. The price depends on [size] and [speed]."

If you sell sales-led software: show your price per user or a "from" price, and what the larger plan adds. Lay it out with pricing page rules.

If you have not set your prices yet, do that first with how to price a B2B product or service. Use the same numbers on the website, in your sales deck and in your proposals, so a buyer never sees two prices.

• Tool: your site builder.
• Time: 45 minutes.
• You will have: a price, a range or sample prices on every page that sells something.
• It worked if: you show the page to 5 people who fit your buyer, and all 5 can tell you roughly what it costs.
• Common mistake: "Contact us for pricing" and nothing else. It gives the buyer no number to put on their list, so they move on to a supplier who shows one. If you resell a maker's product and their rules stop you showing a price, show your service fee or your minimum order instead.

4. Add proof a buyer can check before they contact you

Add proof that a stranger can check in a minute: who you are, where you are, real work you have done, and what one real client got. Put it near the button on your homepage and on every service or product page.

With one or two clients, you have more social proof than you think. Use only what is true:

• You. Your name, a photo, your business address and your phone number. A real person and a real place are proof that someone stands behind the business.
• Real work. Photos of things you made or delivered, with the client's OK. Screenshots of real results.
• One client result. Ask each client for a short quote and their OK to use their name. Collect testimonials the day a client gets a result. Once you have one good result, turn it into a case study.
• Reviews a buyer can click. A link to your Google reviews, or to your profile on Clutch if you sell a service.
• Facts about the work: certifications, years in the trade, the standards you meet, the turnaround you promise.

Never invent a testimonial, a client logo or a number of clients. In the US, the FTC's rule on reviews and testimonials has been in force since 21 October 2024. It says a business that posts testimonials on its own site is responsible for them.

Write the same facts in the same words on your site and on every profile, such as your LinkedIn profile and your Google Business Profile. AI chatbots now shape buyers' shortlists: in G2's April 2026 survey of 1,076 software buyers, 51% said they start their research in an AI chatbot more often than in Google. Matching facts help them name you as a supplier.

If you make or wholesale a product: add photos of real orders, your minimum order, your lead time and any food-safe, quality or industry certificates you hold.

If you sell a service or software: add one short video of you showing the work or the product. A 2-minute demo recording on your phone is enough.

• Tool: your site builder, and your phone for photos.
• Time: 1 hour 30 minutes, plus 10 minutes to ask each client for a quote.
• You will have: your name, photo, address and phone, real work, and at least one client quote or result on the site.
• It worked if: every proof line has a source you can show, and a stranger can find your address and phone number in under 10 seconds.
• Common mistake: stock photos of smiling office workers and "We are passionate about quality". They prove nothing. One real photo of your work beats ten stock photos.

5. Answer every website enquiry within 1 hour

Reply to every enquiry within 1 hour, every day, with a price range, two times you can talk and one question. Answer before the buyer moves on to the next supplier on their list.

Most companies are slow. A 2026 dataset of 939 B2B companies from a sales software firm found an average of 47 hours before the first reply. And in 6sense's survey, the supplier a buyer contacted first won about 8 in 10 deals. So a buyer who writes to you is already a strong lead. Do not lose them by replying two days later.

Set it up once:

1. Turn on alerts on your phone for your enquiry inbox, so you see each one in minutes.
2. Save the reply below as a template in Gmail or as a text file on your phone.
3. Make a free booking link with Calendly. The free plan gives you one kind of meeting and one calendar, which is enough. Put your two best times in the reply and the link below them.
4. Log every enquiry in one sheet or a free CRM: the time it came in, the time you replied, and the next step.

Then every day, answer each one within 1 hour while you are working, and within 1 hour of starting your day for those that came in overnight. AI can draft the reply from the enquiry and your template. You add the price range for their order and one line that shows you read what they wrote. That takes about 5 minutes.

Subject: Your quote for [what they asked for]Hi [first name],Thanks for asking about [what they need]. For [their amount or size], the price is usually $[X] to $[Y]. The exact price depends on [the one or two things that change it].Could we talk for 15 minutes so I can give you an exact quote? I can do [day, time] or [day, time]. Or pick a time here: [booking link].One question so I can get it right: [the one thing you need to know, such as the date they need it].[Your name]
[Phone]

If they do not reply, follow up 3 times, on day 2, day 5 and day 10, each time with something new: a photo of similar work, a sample, or a firmer price. On the call, run a short discovery call and send the quote the same day. If a buyer says "not yet", put them on your list to nurture by email.

• Tool: Gmail or your email app with phone alerts, Calendly (free), and a sheet or a free CRM.
• Time: 30 minutes to set up, then about 5 minutes per enquiry.
• You will have: a saved reply, a booking link, and a log with the time of every enquiry and every reply.
• It worked if: every enquiry this week has a reply time under 1 hour in the log, and at least half of them led to a call or a quote.
• Common mistake: replying "What is your budget?" and nothing else, or sending a long brochure. Give a price range first. Buyers answer a useful reply. They ignore a form letter.

6. Publish one page a day that answers a question buyers ask before they buy

Most B2B websites have five pages and get almost no visits. Add one page every day that answers a question your buyers ask just before they buy: what it costs, how it works, how long it takes, how you compare.

Start with the questions you hear on calls and in emails. Then check what people type: put the start of each question into Google and note the suggestions, or use the free tools in how to find keywords for SEO. Write the questions on one list of 100. Good first pages for a small B2B company:

• Price pages: "How much does [what you sell] cost?", with your sample prices from step 3.
• Pages for each kind of buyer: "[What you do] for [kind of business]", one per kind your ideal customer profile names.
• Comparison pages: "[You] vs [the other way buyers do it]", written fairly, as in comparison and alternative pages.
• How-it-works pages: lead times, minimum orders, what the buyer must send you, what happens after they say yes.

Answer the question in the first two lines, then give the detail, then end with your form from step 2. Give ChatGPT or Claude the question, your notes from calls and your prices, and ask for a first draft. Then add what only you know: a real number, a photo of real work, a step you tested. Google treats many thin pages made only to rank as spam, whoever wrote them. A page that answers one real buyer question with your own facts is not that.

Do the setup once: add your site to Google Search Console and submit your sitemap, as in get your website indexed. Open your robots.txt and check it does not block OAI-SearchBot. OpenAI says sites that block it do not appear in ChatGPT search answers. The full list is on the technical SEO checklist.

• Tool: Google, Google Search Console (free), ChatGPT or Claude to draft, and your site builder.
• Time: 30 minutes of setup, then about 1 hour a page.
• You will have: 28 new pages in 4 weeks, each answering one real question and ending with your form.
• It worked if: Search Console shows each page as indexed within 1 to 2 weeks, and by week 4 at least one enquiry says it found you through one of these pages.
• Common mistake: general posts about your industry, such as "5 packaging trends for 2027". Buyers do not search for those just before they buy. Write pages that rank for questions a buyer asks when they are ready. Judge Google traffic at month 3, not week 4.

7. Send 100 named buyers a day to the page that answers their question

A website brings few leads until the right buyers see it. Send 100 personal messages every day to named buyers who fit, and link the one page that answers the question they are most likely to have.

This is where most of your first website leads will come from. Build the list with how to create a B2B lead list for free: 100 named buyers a day, each with one true fact about their business. Find each buyer's email on their own site first.

Let AI do the drafting. Paste 10 rows at a time into ChatGPT or Claude with the template below. Read each draft, make the first line true and about them, pick the page that fits their question, and send. That is about a minute a message. Use the same message on LinkedIn with people you are already connected to. LinkedIn limits how many connection invitations you can send each week, so send the rest by email. If you email more than about 50 strangers a day, send from a warmed-up second domain so your main email, and your form alerts, stay safe.

Subject: [their question, in 3–5 words]Hi [first name],[One true line about their business: something they launched, sell or said.]Buyers like you often ask me [their question]. I wrote the answer here, with real prices: [page link with UTM tags]If it helps, I can send you an exact price for [their likely order] today.[Your name]
[Your company, postal address]
Not for you? Reply "no" and I won't write again.

Tag every link with UTM parameters, so your analytics show which messages brought visits. Follow up twice more, 3 days apart, with one new line each time. In the US, every business email needs your postal address and a way to say no. The UK and EU have stricter rules, so check them before you write to buyers there.

See which companies read your price page. Leadfeeder's free Lite plan shows up to 100 companies a month that visited your site, with 7 days of history. Each day, look at the companies that read your price or service pages, and add the buyer at each one to tomorrow's 100. Write to them about their business, as you would anyone else. Never say "I saw you on my website". If you sell in the UK or EU, list the tool in your privacy notice and cookie banner first.

Add the same pages to your 2 LinkedIn posts a day, if you post. Leave paid ads until free visitors enquire. LinkedIn ads and retargeting cost money to send people to a site that has not yet shown it turns visitors into enquiries.

• Tool: Google Sheets, Gmail or LinkedIn, ChatGPT or Claude to draft, Leadfeeder Lite (free, optional).
• Time: about 2 hours a day for 100 messages and follow-ups, 45 minutes to add 100 new names, 10 minutes for Leadfeeder.
• You will have: 700 messages sent and logged each week, each with a tagged link to one page.
• It worked if: at least 3 conversations or enquiries from every 100 messages. Under 2, rewrite the first line so it is more about them, and send the next 100.
• Common mistake: sending the same email with your homepage link to everyone. One-to-one messages that link the page answering that buyer's question get read. The same text sent to thousands is spam.

8. Count enquiries per 100 visits every Sunday and fix the page where most people leave

Every Sunday, count your visits and enquiries for the week, by where they came from. Enquiries per 100 visits is your website's conversion rate. After 300 visits, fix the one page where most buyers leave.

Set up three free tools once:

1. Google Analytics. Send people who submit the form to a thank-you page, so each enquiry is one visit to it. Then set up conversion tracking: in Admin, under Data display, click Events, then "Create event", and make an event called enquiry for every view of the thank-you page. Once it has fired, click the star next to it to make it a key event. Visits from ChatGPT show up with the source "chatgpt.com", so you can track AI traffic too.
2. Microsoft Clarity. It records visits so you can watch where people scroll, stop and leave. It is free with no traffic limits. If you have visitors in the UK, EU or Switzerland, connect it to your cookie banner, because Clarity needs their consent.
3. One question on your form: "Where did you hear about us?". This is self-reported attribution, and for a small site it is often the most accurate source you have.

Every day, watch 10 recordings in Clarity and write down where each person stopped. Every Sunday, fill in one row per source:

Week | Source | Visits | Enquiries | Enquiries per 100 visits | Calls | Quotes | Where most people stopped | What I changed

For a rough guide, First Page Sage's 2025 figures put B2B websites at about 1 to 2 enquiries per 100 visitors: 2.2 for manufacturing and 1.5 for IT and managed services. After 300 visits from people who fit, use this rule:

• Under 1 enquiry per 100 visits: the visitors or the first screen are wrong. If one source brings visits but no enquiries, stop it. If all sources are low, test your homepage copy on 10 buyers first.
• 1 to 3 per 100: fix the one page where most people stopped in the recordings. Usually it is a hidden price, missing proof or a long form.
• Over 3 per 100: keep the pages, and send more people. Add 100 more messages a day before you change anything.

Change one thing, then count the next 300 visits. If the page is slow on phones, start with website speed. A proper A/B test needs far more visits than this, so change one thing at a time until you have them. Once a month, look at all of it in a marketing review.

• Tool: Google Analytics, Microsoft Clarity (both free), and Google Sheets.
• Time: 20 minutes a day for recordings, 30 minutes each Sunday.
• You will have: one row per source each week, and a log of every change with the number before and after.
• It worked if: you can name where every enquiry came from, and every change has a before and after number, each on at least 300 visits.
• Common mistake: counting brochure downloads or newsletter signups as leads, or judging the site after 40 visits. Count only people who asked for a price, a sample or a call.

Your B2B website leads checklist

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Step 1 · Test that every enquiry reaches you

• List every way a buyer can reach you on your website.
• Send a test enquiry through each one from your phone and log where it landed.
• Once a monthFix the form alerts and check them against your site builder's list of entries.

Step 2 · Put a quote button and a 3-field form on every page

• Add one quote button, a 3-field form and your phone number to every page.

Step 3 · Show a starting price

• Add a starting price, a typical order price or sample prices to every page that sells.

Step 4 · Add proof a buyer can check

• Add your details, real work and at least one client result, with permission.

Step 5 · Answer every enquiry within 1 hour

• Turn on phone alerts, save the reply template and make a free booking link.
• Every dayAnswer every enquiry within 1 hour and log the times.
• Every dayFollow up with every enquiry that has not replied, up to 3 times.

Step 6 · Publish one page a day

• Set up Search Console, check robots.txt and write a list of 100 buyer questions.
• Every dayPublish one page that answers a question buyers ask before they buy.

Step 7 · Send 100 named buyers a day to the right page

• Every daySend 100 personal messages, each linking the page that answers that buyer's question.
• Every dayAdd 100 new named buyers to your list.
• Every dayCheck which companies read your price pages and add their buyer to the list (optional).

Step 8 · Count enquiries per 100 visits and fix one page

• Set up the key event, Microsoft Clarity and the source question on your form.
• Every dayWatch 10 recordings and note where each visitor stopped.
• Every SundayFill in one row per source in the Sunday website sheet.
• After 300 visitsFix the one page where most people leave, using the rule.

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