Gartner Research

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

Published: 11 January 2021

ID: G00738990

Analyst(s): Mark Stanyer , Bindi Bhullar , Fabrizio Biscotti , McKenzie Smith , Viharika Peddi


Websites are a critical marketing asset, but they often lack effectiveness and, ultimately, underperform in driving lead generation. To improve lead generation, technology and service providers must create website messaging that is both impactful and clearly aligned with prospects’ needs.

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