B2b Small business owners
How To Use Your Website To Generate Leads: 5 Website Lead Generation Strategies For B2B Services Providers
John Welch
Owner | IAD Growth
In This Post
1. Write SEO/AEO Content
Writing for SEO and AEO engines is more about focus than anything else. Most websites struggle to capture search traffic because their content is too broad and not nearly focused enough to be relevant for specific searches.
SEO Optimization
For search engines, the goal is to match search terms. For example, the title of this blog post is close to, or possibly exactly, what someone would enter into Google if they were trying to figure out how to generate leads through their website.
AEO Optimization
For AI engines, the goal is to provide information that an AI would find useful when answering questions or helping a person learn about a topic. In this case, if someone is asking ChatGPT or Claude "How do I get more leads through my website?", we want to provide information that is easy to index and summarize so that an AI engine will quickly notice it, read it, and use it to answer the question.
In most cases, the AI engine will show the link referenced in the response, so your website link is easy for the user to click on. This is how an AI engine sends traffic to your site.
2. Write Relevant Blog Posts
Blog posts are the primary way to attract web traffic to your site.
Blog content is the easiest way to show up in search traffic, generate backlinks to other sites, establish yourself as a trusted resource, and provide clarity to website visitors on whether you are the right fit to solve their problem.
Most websites are too broad in their blog content and try to be everything to everyone. This doesn't work becuase web users usually have very specific goals. A solo consultant running a bookkeeping business is not searching for the same thing that a CEO of a Fortune 500 company is searching for.
This happens a lot for and entrepreneurs who are just getting started. "Operations consulting" could mean anything. "Fractional COO for B2B services companies under $5M in revenue" is for a very specific customer.
Focus your blog content as tightly as you can around the kind of customer that you serve. Most website content tries to answer questions that are complex or showcase your expertise. This is not content that anyone is looking for. Your customer pay you because you handle all of that for them.
Instead, write your content to answer the most obvious questions that you can imagine. Whatever you think "surely they know that already," that's your next blog post. Experts easily forget how much more they know than non-experts in their field. Questions that you think of as obvious are the starting point for your customers. They're also the real reason they're hiring you.
3. Use Customer-Focused Language
Like your blog posts, all the language on your website should be hyper-focused on the kind of company that you serve. If you serve HR leaders at mid-size companies, make sure that language is showing up in all your descriptions, services, and calls-to-action.
Business brokerage is a common small business and solo consultant company type. Business brokers can focus on any industry, any company size, and any geography.
If you serve a specific state, that language should be all over your website.
Consider these two website headlines:
1. "Business brokerage and M&A Advisory For Business Owners"
OR
2. "Business Brokerage an M&A Advisory For Michigan Businesses Between $500K and $10M In Revenue"
I can hear you already "but, I can work with any business!"
Yes, I know you can. However, "any business" is too broad to capture anything. You will always be passed over because some other company is willing to focus on a specific area or type of business. Picking an area of focus and sticking with it is one of the most effective things you can do for to generate leads for your website.
4. Display Pricing Clearly
This one trips up a lot of business owners and entrepreneurs. There's a feeling that displaying pricing is going to turn people away or make them less likely to book a call. The opposite is true. Nothing repels a potential customer like hiding pricing.
The reason is that when there is no pricing on the site, it feels like we're going to enter some sales funnel if we reach out. We've all had that experience where we tried to talk to a company and find out if they fit our budget and they just wouldn't tell us.
After 3 meetings, they finally give us a proposal and the pricing makes absolutely no sense for us. This is how it feels when we don't put pricing on our website.
In many cases pricing could be a big range, and that's fine. You don't have to have an clear monthly cost to display. A pricing page can give general ranges or what the average customer spends in a month or a year or whatever time frame makes sense.
A pricing page can also be a great way to display your professionalism and credibility. When a savvy customer sees that you understand the nuance of their business and you already have experience dealing with complex deals, this creates trust.
There is never anything to gain by hiding pricing, this will always hurt your website lead generation results. But there are real benefits to showing it. Your inbound leads will be more relevant and you will have easier conversations because many leads will already know what kind of costs to expect.
5. Use An Embedded Calendar Link
Forms have been the standard way for website visitors to book meetings or calls. While these can still work, embedding a calendar widget into your site provides a very low-friction way for visitors to book a call with you.
Your goal for generating website leads is to make every step as easy as it possibly can be for your visitor to execute. Many websites get everything right, and then at the last step they make visitors fill out some form and send it off into the ether.
This doesn't feel like anything has been "completed" and the visitor is likely still going to feel like they need to find help.
When a website lead can easily find a time immediately and book a call, they feel like they've solved the problem. They've put it in your hands and they've taken tangible action towards finding a solution with you. They will immediately get an email notification that the call is booked and they now have an event on their calendar with you.
Not having a booking calendar embedded in your website could be costing you valuable leads and making this change requires almost no effort.
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Honest and transparent phone call lead generation for B2B companies
IAD Growth provides phone call lead generation services to startups and small busineses. Our primary focus is transparent, sustainable lead generation services that give small businesses and startups the opportunity to generate real business results through a low-risk, no pressure lead generation partnership.
John Welch | Owner
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"I've worked with lead generation companies in the past, but the quality of phone call leads we’re receiving from IAD Growth is on a different level.
Most phone call lead generation partners use call centers to make lots of calls and try to pressure prospects into taking meetings that are never going to show. IAD Growth takes the time to build high quality lists of likely prospects and use the best data to increase chances of reaching the right people. They're approach to the call is different as well, they don't pressure or push, they deliver your value proposition in a professional manner and book meetings with prospects that have expressed real interest in your service. On top of all of that, they are fully transparent in their business model, tracking, and reporting of all conversations and dial metrics. I can't recommend IAD Growth enough."
Ian Illig
Co-Founder | Stompbox
"I came up using the phone to grow my business, so I know it works. The real trick is finding a company you can trust to do the real work of phone call lead generation without harming your brand reputation or having to worry they're pressuring potential customers or using questionable "tactics."
IAD Growth provides professional phone call lead generation. They help you build high quality lists, they make targeted phone calls, and they deliver your value proposition in a respectful and firm manner.
I would recommend IAD Growth to any businesses that provides a B2B service or product and needs a sustainable way to start high quality conversations with potential customers in their market."
Don Pelham
Founder | Global Dealer Solutions
"If you want a lead generation partner who actually moves at the speed of your business, John is the person you hire. He brings an incredible, infectious energy to every campaign, but backs it up with a highly structured, professional approach. What sets John apart in the tele-lead gen space is his ability to listen—he doesn't just run a standard playbook; he deeply understands our target audience and adapts in real-time. He is fast, relentless, and a total professional. I couldn’t recommend him more highly."
Todd Sabath
Chief Commercial Officer | PromptWrx
"I worked with John this year on some outbound calling campaigns and he gave me a ton of insight into how to better approach our target market. He did everything he said he would do plus more. I really appreciated his straightforward approach to outbound calling. No fluff, just real conversations and solid follow through. If you’re looking for someone to do outbound calling on your behalf, I would absolutely recommend working with him. I plan to keep working with him going forward. "
Josh Varner
COO | A Couple of Gurus
"John is awesome. We've talked for years about business and when we finally had a need for his services, he absolutely delivered as promised. He's booked so many calls that if we didn't have great processes, we would have become overwhelmed quickly. Truly a master of his craft, and beyond that he's just a good dude."
Ryan Grimes
President | My IT Indy
"I’ve worked with John twice now, and both engagements delivered solid results. He brings discipline, structure, and persistence to outbound prospecting, and understands that cold outreach is about execution and continuous refinement.
John knows how to navigate conversations, challenge objections, and turn cold calls into real opportunities."
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Executive Director | Luby
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What you pay to John, you get a return on investment, you brand is held to a high degree in the market, and he gets results quick and is a nice, ethical guy.
John can converse at shop floor and the boardroom level. I've been very happy with John's work. I don't give testimonials and put my name out there unless I mean it. So if you're looking for a partner to help you with setting up appointments, it will not be a waste of time and money working with John."
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CEO | Roofing Talent America
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One of the biggest challenges with hiring someone to do outbound or your company is being able to trust them to do what they say they are going to go.
This integirty - along with his skill - is what separates John from the rest."
Chris Caldwell
Founder | Sell As You Are
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