It is Important in This Phase That the Visitor Can Easily

  • Users
  • Influencers
  • buyers
  • Decision makers
  • gatekeepers

Another way to put yourself in your target audience is to use buyer personas . Try to entice the different types of actors to request additional information. Offer the visitor targeted calls-to-actions. So not <click here> or <contact>, but for example for the actor ‘users’:

<Download white paper>

‘Users’ are the persons who will ultimately use the product or service. It is important to them that the product is user-friendly: that instruction, a course or support for use is provided. The users often initiate the purchase process. An example of a targeted call-to-action for the actor ‘deciders’ could be:

<Call me>
<We will call you…>

‘Decision makers’ are the persons responsible for the final decision. Often ‘decision makers’ are higher in the tree and have little time. Make it easy for ‘decision makers’ by offering the option to receive calls. Other examples of good calls to action in this phase of the buying process:

<Call an expert>
<Email an expert>
<Contact us now>
<Download factsheet>

Compare alternatives

In this phase, the user has already found a number of suppliers who can solve his or her problem. The user in this phase of the buying process is comparing these suppliers with each other so that the best choice can be made. The final choice is of course influenced on the basis of various factors such as price, quality, service, convenience, etc. This has everything to do with the total business proposition of the company.

Within the business buying process, price and functionality are often important purchasing criteria. Emphasize in a targeted call-to-action that the user has the option to request this without obligation. Examples of call-to-actions in this phase that match this:

<Request Quote>
<Receive Quote>
<Request Demo>


The purchasing process of a business website visitor involves Board Members Email List risks due to various interests and factors. Remember that choosing from 3 options actually means saying goodbye to 2 potential opportunities. It is logical that the selection process entails ‘buying stress’ for the website visitor. The website visitor wants to manage the risks and does not want to be FOP t:

Board Member Board of Director, Member of The Board Email List

  • F inancial risks: ‘Am I not paying too much?’, ‘Do I get value for money with this company?’
  • Organizational risks: ‘Is this the right purchase?’ The purchase can be wrong with major implications for processes and bottom line.
  • Personal risks; ‘What is the risk of this purchase on my personal career, ego and reputation?’

A website visitor who is in this phase of the decision-making therefore mainly looks for confirmation of his choice for a supplier. In this phase it is important that, for example, reference cases and testimonials are offered on the website, so that the above risks for the user are minimized. Examples of call-to-actions in this phase that match this:

<Request reference case>
<Request testimonial>
<Request reference>

Make sure that these calls-to-actions are always visible both at the bottom of the page and ‘above the fold’. In addition, test the call-to-actions for color and shape. Finally: make sure that the forms behind the call-to-actions are short and sweet. The necessary data are: ‘Name of organization’, ‘Name’, ‘Email address’, ‘Phone number’. The lead can then be contacted.



The most important tip for increasing the conversion of online lead generation sites in the B2B market is that the website visitor is centralized based on the phase of the buying process in which the website visitor is. Find out which actors (for example ‘decision makers’ or ‘users’) visit your website and in which phase of the buying process. Adjust the content, functionality and call-to-action accordingly. The website visitor feels recognized in his need and this results in a lower threshold to leave contact details. This leads to a higher conversion and more leads.

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