Your website is digital storefront you present to the world – BluLeadz
Given the business climate we are operating within, the above statement is more relevant than ever. As many physical businesses remain closed for the time being, websites are likely the first point of contact that consumers have with a brand. It is more important than ever that your website makes a good and lasting impression on visitors. In order to do this, there are multiple factors that need to be considered.
1. Understand your Audience
90% of top-performing B2B content marketers put the audience’s informational needs first – 99 Firms
B2B marketing strategies are everchanging. While you always conduct market research, often it isn’t until you go to market that you able to get a true understanding of your audience and therefore, can start to identify trends and buyer personas. Further, customer wants, and needs are also evolving, and it is important to be aware and understand these shifts and how they affect your business.
While the key decision makers within the business understand this and work to stay on top of consumer habits, sometimes we forget to amend our strategies that lay the foundation for all marketing activities. It’s important to ensure that you are consistently communicating with your audience to gain an in-depth understanding of the audience. Once you have this, you can update your marketing strategy accordingly, and ensure your website’s content messaging is up to date and targeted to the right people.
2. Optimise your Website for SEO
When reassessing your B2B site and how it can be revitalised, Search Engine Optimisation is something that should be considered. While you may already have an SEO strategy in place, it’s important to review it regularly and update it where necessary. Without being properly optimised for SEO, customers or potential customers may have difficulty finding your website.
Think high-volume and low-competition – SyncShow
A strong keyword strategy will form the foundations of your content and filter through every page. Start by brainstorming what your prospects are likely to be plugging into Google and rate them in order of likelihood. You will then have your list of keywords and phrases to form your keyword strategy. A successful B2B SEO strategy will not only incorporate those identified keywords in website headings and paragraphs but these keywords will be present across all digital marketing – blogs, articles, email campaigns and social media strategies.
3. Focus on Usability – Be Responsive and Mobile Friendly
It will come as no surprise that an increasing number of people conduct internet searches on their mobile devices. In fact, CIODrive reported that 70% of web traffic occurs on mobile and these figures are increasing year over year. This highlights the importance of ensuring your B2B website is responsive and optimised for mobile devices. Given this undeniable shift, take the time to review your website on different devices to ensure your brand is accurately represented across mobile.
4. Clear, Catchy and Strategic CTA’s
Given the overwhelming number of options consumers have when it comes to making purchasing decisions, the last thing we want is for our strategic marketing activities drive people to our websites, and then leave because there was no clear call-to-action. All industries and organisations share a common goal when it comes to driving traffic to our B2B websites – gain qualified sales leads and nurture them through the sales funnel. One of the easiest, yet key means of doing this is to ensure your call-to-actions (CTAs) are clear, visible and relevant to your organisation.
Call-to-actions are an essential aspect of your lead generation strategy. Therefore, they must be eye-catching, strategically positioned and enticing. Test different colours and placement positions through A/B testing and track the results to identify what is generating more leads and better results. Additionally, this testing will give you the opportunity to gain insights into how users are engaging and interacting with your website, ensuring maximum success for your CTAs and site overall.
5. Testimonials, Case Studies and Blogs
It is more than likely that you have at least one competitor in your market. Many of us have multiple. From a consumer perspective, how do you determine which business is more trustworthy? How do you filter through all of the competition to decide which organisation can best solve your problems? Customer testimonials, blogs and case studies do just that. These content types are a strategic form of content marketing that demonstrate your previous success and position your B2B organisation as a competitive player within your industry or field.
If you are operating within a quieter environment at the moment, take the time to collate content that you can leverage on your website. This collateral can also be repurposed and filtered into your social media content calendars. Similarly, identify some customer success stories that can form the basis of a case study or blog that can be utilised on your website to position your business as an expert in your field.
In order to truly meet the needs of your customers, you must evolve into a site that gives them a clear path to where they need to go – BluLeadz
A successful B2B website is one that is constantly evolving with shifts in consumer trends and changes to the business world. In present times, we may have more time on our hands, which gives us the opportunity to reassess our digital channels to ensure they are generating qualified leads and targeting the right audiences.
For more information on this article, or for help with your B2B website revitalisation, don’t hesitate to get in touch with the digital marketing experts at the Lead Agency.