How to Optimize Your B2B Healthcare Website for Lead Generation

Marketing is currently in a transitional period, in part due to Google's rollout of its AI mode. But the “open web” (seriously, that’s what Google calls the non-Google Internet) still has a role, and it’s not just to provide Google with free content they can spin and present as their AI content. Rather, everyone will race to be the center of the AI universe, and then Google or someone else will meet the market need for an open web search engine.

Once the dust settles, there will still be best practices for brands to use to be discovered. Buyers and sellers will still be looking for each other, and no one likes being told what to think. The open web will always have a place to be searched. So, how should healthcare industry websites focused on gaining B2B leads proceed? The answer is to focus on the basics and do those consistently.

Challenges in B2B Healthcare Lead Generation

B2B lead gen for companies offering EHR software, medical devices, staffing, and other products and services has always been challenging. There is a limited pool of decision makers, and they are hard to reach. The era of AI has only made it harder, as Google is a monopoly and is more of a hindrance than a help right now. But, this new AI world creates opportunities.

Know Your Audience and Buyer Journey

The audiences of providers, payers, and procurement professionals are still out there. How they search and discover brands has shifted. While organic search and search ads were rock-solid channels for years, we are moving more money to two areas lately: social content and ads, and deeper expertise content for search. Your audience and expected buyers’ journeys have likely changed in the last year or so. It’s a good time to get reoriented to them.

Build Websites as Conversion-Focused Hubs Powered by Deep Expert Content

The best practices for websites still stand. These include using clear messaging, establishing trust with social proof, and telling a coherent story. What is new now is the depth of content needed to have something to say that “advances the conversation.” If you were blogging for keywords, you should continue blogging, but for human insights and something original to say. The world feels smaller every day, and as it becomes increasingly smaller for healthcare websites, each one needs to answer some questions that no one else can, or it won't be discovered.

Conversion-focused means enabling people to do what they are trying to do on your website while giving them opportunities to move forward in a buying process. In 2025 at GoEpps, we are still convincing healthcare B2B companies to put a phone number in their website header. If you want to be reached, be reachable. Don’t just reduce friction—eliminate it. Make the main things on your website easy to find, and it will work well for users. This will signal Google that your site is an authority on your subject matter as users stay on site longer.

Page speed is a major factor in websites being discovered. Google has been using page speed as a major component of SEO rankings for a few years, but it’s more important than ever now. Users trained on AI won’t slow down for a slow web page load.

Deeper Content Should Speak to Specific Audiences at Specific Points in a Buyer Journey

Something we say often at GoEpps is that every page on the website is the first page of the website. It would be nice if everyone 1) started on the home page, 2) followed your drop-down menu to drill down in the right offers, and 3) politely scrolled past brand discovery content to the white paper or case study that speaks to their point in the buying process. In reality, people may find your website in all sorts of ways, whether via a highly-ranked blog post, a well-placed ad, a targeted landing page, or, yes, even an AI Overview in Google (assuming it’s properly cited). With this in mind, you need to create pages that capture users by their inquiry. What are they seeking? Start there.

If someone is seeking “compare Company A and B in terms of pricing and contract length,” you, as Company A, could have a page on just that topic. But that could mean you need thousands of pages to speak to each audience at each point in their buyer journey, right? Yes. And (bonus), AI tools will see that content and treat it as a source for their distilled insights.

Use Content that Converts

Content must persuade, but with authenticity. Content that drives sales forward will be helpful first, and persuasive second. We are headed into a “just the facts” phase of brand discovery. B2B healthcare buyers are seeking and expecting more data to support their purchasing decisions. It’s time to get out those user surveys and decide what insights you can publish. You need to be a source of data on why your products and services are better. Buyers want the bottom line first on every question they have, and you can be the provider of that data in an AI-search world.

Email is so overlooked. With AI tools enabling deeper service and product research, email can be a channel to nurture leads with educational content. Think of Hubspot as your go-to platform for micro-niched lead nurture programs. If someone is in the selection phase, you can drip them with comparisons.

Solve Problems With AI Tools That Drive Conversions

New tools are emerging that can reside on your web pages to answer niche questions. You just need to curate the right ones for your business. We are launching a product called SmartSites that allows you to add a tile to your page featuring an AI chatbot trained on content specific to that page. For medical device providers, this means you can seamlessly assign a sales agent to each device page, with that agent trained on the specific product. The training content can start with your product information, but can be trained on more sources over time, like customer support transcripts. This agent-based selling is still about educating the buyer, but what a powerful tool! Learn more about SmartSites AI agent-enabled product pages.

Sales Funnels Are Being Replaced with an Infinity Loop

Sales funnels are a one-way trip. We are thinking these days in terms of a flywheel or infinity loop with stops along the way, with reputation circling back to impact brand discovery. You can imagine an infinity loop from overhead with areas: discovery, selection, buying, onboarding, using, and sharing. Consider each of these areas when planning content and use it to serve multiple audiences. More from us on this in the future.

SEO Is Far From Dead

SEO isn’t dead, and it will never die. However, SEO is evolving, and brand discovery is in a weird place right now. Brand discovery in search is going to happen more through AI content going forward. The open web will still make up half or a quarter of internet searches after Google is replaced as the open web search engine or pivots back to the middle. So, it’s still going to be good to build expertise around your most valuable keywords. For us, this is how our clients are currently appearing in AI Overviews.

It’s a time of change, not the end of the world. But, the world is smaller again, and you have to have something to say for anyone to listen to you instead of the vague echo of the crowd going forward.

Stay on Target…Stay on Target

Optimizing your B2B healthcare website for lead generation in 2025 means adapting to an AI-influenced landscape without abandoning the fundamentals. Clear messaging, conversion-friendly design, expert-driven content, and a deep understanding of your audience are still essential. What’s changed is the depth, specificity, and originality required to stand out, not just to human visitors, but also to AI systems that now mediate discovery.

Smart companies will treat every page as a potential entry point, leverage new AI tools to guide decision-making, and build trust through useful, fact-based content. The open web isn’t dead, it’s just being reshaped, and B2B healthcare brands that commit to creating content that educates, answers real questions, and respects the buyer journey will continue to generate high-quality leads.