Gartner Research

Improve Your Website’s Ability to Generate Leads by Focusing on Buyers’ Needs

Published: 27 June 2019

ID: G00387721

Analyst(s): Ray Pun , Bindi Bhullar , Mark Stanyer , Fabrizio Biscotti


Websites are a critical marketing asset, but often lack effectiveness and, ultimately, underperform in driving lead generation. To improve lead generation, technology and service providers must create website messaging that creates an impact and clearly aligns with the prospects’ needs.

Table Of Contents
  • Key Challenges



  • Building a Website Starts With Who It’s For
    • Define Your Target Audience
  • Clearly Articulate Your Value Proposition
  • Great Websites Capture Attention
  • Create Impact by Identifying the Problems You Solve
    • Value Exchange
  • Identify What You Do
  • Be Different
  • Present the Pathway to the Outcome
  • Other Critical Considerations
    • Website Hierarchy and Navigation
    • Calls to Action
  • Summary

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