If your goal is to make Google richer with no gain for your yourself, then stop reading. You don't need to worry about landing pages or conversions. But if your goal is to grow your own business using search, then you must pay as much—or more—attention to converting traffic into leads as you do to getting traffic in the first place.
To understand how to improve conversion rates for B2B lead generation sites, let's take a look at the search marketing campaign of KAYDON Bearings. I'll analyze and comment on the mistakes they are making (in my opinion), and offer suggestions for how they can improve. Note: I have no relationship with KAYDON, and chose to use them for this case study arbitrarily.
If your goal is to make Google richer with no gain for your yourself, then stop reading. You don’t need to worry about landing pages or conversions. But if your goal is to grow your own business using search, then you must pay as much—or more—attention to converting traffic into leads as you do to getting traffic in the first place.
To understand how to improve conversion rates for B2B lead generation sites, let’s take a look at the search marketing campaign of KAYDON Bearings. I’ll analyze and comment on the mistakes they are making (in my opinion), and offer suggestions for how they can improve. Note: I have no relationship with KAYDON, and chose to use them for this case study arbitrarily.
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