Many companies invest in their website to generate more leads, but in practice the average conversion rate is often between 1% and 3%. That means the vast majority of your visitors never fill in a form, never request a quote and never get in touch, which does not mean they are not interested. On the contrary, a large share are still doing their research, looking at your services, reading about your approach and comparing different providers. So the real question is not how many visitors convert, but what you do with the other 97%.
Why most website visitors never convert
In B2B, the buying process often takes longer than many companies think. Decisions are rarely made on impulse. Visitors do their research, look at several websites and discuss different options internally before they get in touch. That means many potential customers do visit your website, but are not ready yet to fill in a form. For marketing teams that is often a frustration: traffic comes in, but the number of leads stays relatively low.
And yet that is often exactly where the biggest opportunity lies.
What happens to that other 97% of your website visitors?
Tools like Google Analytics show how many visitors your website gets and which pages they view. That gives you valuable insight into behavior, but one important piece of information is missing: which companies are actually behind those visits? And that is exactly where a lot of potential value gets lost. Because if you do not know which companies are showing interest in your website, you cannot act on it with marketing or sales either.
What is Leadinfo (and what can you do with it?)
Leadinfo is a tool that can recognize the companies visiting your website. Based on company networks and available company data, the software can show you which organizations are viewing your website.
That gives marketing and sales teams far more concrete insight than general website statistics alone.
| Insight | What you can do with it |
|---|---|
| Company name | See which company is showing interest in your website |
| Pages visited | Understand where a company’s interest lies |
| Number of visits | Gauge how warm a lead might be |
| Company details | Decide whether the company fits your target audience |
| Contact persons | Reach out more specifically, for example through LinkedIn |
How companies use Leadinfo in practice
Many organizations use Leadinfo to align their marketing and sales more closely.
- Smart sales follow-up: When a company views a specific service page several times, that can be a signal of concrete interest. Sales can then act on it specifically.
- Targeted acquisition: Instead of purely cold outreach, you can approach companies that have already shown interest in your website.
- Optimizing marketing: Once you can see which companies come in through which channels, optimizing marketing campaigns becomes easier.
- Account based marketing: Some companies also use Leadinfo as part of an account based marketing strategy, in which specific companies are approached in a targeted way.
JKC case
During a session we opened Leadinfo and watched live to see who was on the website at that moment. What did we see? Several interesting companies looking around, viewing pages and even coming back. Only, they had not filled in a form anywhere.
Normally you simply lose those.
But not this time. Because we could see exactly which company was showing interest, we were able to act right away. Not waiting for something to come in, but starting the conversation ourselves through LinkedIn. That is the difference. Not hoping for a conversion, but responding to behavior.
Which companies does Leadinfo work best for?
Leadinfo is mainly interesting for organizations active in B2B that work with a somewhat longer sales cycle. Think of:
- Business service providers
- Marketing and web agencies
- Software companies
- Technical companies
- Organizations with higher order values
Implementing Leadinfo
Implementing Leadinfo is relatively simple. The tool is added to your website through a script and can start collecting data on which companies visit your website right away. But the installation is only the first step. The real gain lies in what you do with those insights. As a Leadinfo partner, we help companies not only with placing the tool technically, but above all with translating data into concrete actions. Which companies are interesting, when do you bring sales in and how do you make sure these insights actually lead to new customers? Because in the end the value is not in the data itself, but in what you do with it.
Getting more leads from your website
Getting more leads from your website often starts not with more visitors, but with handling the visitors you already have more intelligently. Many companies focus on increasing their traffic, on the assumption that more visitors should automatically lead to more leads. In practice, though, the biggest gain often lies in making better use of existing traffic. By gaining insight into which companies are showing interest in your website, you can deploy marketing and sales far more precisely and simply get more value out of every visitor already coming to your website.
Frequently asked questions about Leadinfo
What is Leadinfo and how does it work?
Leadinfo is a tool that shows you which companies visit your website. Based on IP recognition and company data, the software links visitors to organizations. You can see which pages are viewed and how often a company comes back. That gives you a better grip on interested companies that have not yet gotten in touch.
What does Leadinfo cost?
For many companies the investment is relatively low compared to the value of new leads. Which costs make sense for you depends mainly on how you use the tool and what you want to get out of it.
Is Leadinfo suitable for my company?
Leadinfo is mainly suitable for B2B companies with a longer sales cycle. Think of organizations where customers do their research first before getting in touch. If you work with higher order values or complex services, Leadinfo can offer a lot of value by showing you potential customers who would otherwise stay anonymous.
Does Leadinfo work with HubSpot or other CRM systems?
Leadinfo can be connected to various CRM systems such as HubSpot. That lets you pass website visitors on to your sales process automatically. Think of creating deals or enriching existing contacts. This helps marketing and sales work together better and respond to new opportunities faster.
