Elements of a Successful B2B Website
Is your B2B website successful? How do you know? You can use various factors to gauge your site’s success, including the number of new visitors you receive. Ultimately, leads are the most critical metric. However, your business 2 business websites may lack one of these seven elements if you are not getting enough leads.
Top 7 B2B Website Elements and Marketing Strategy
1 Keywords: Lack of traffic can be one reason why you aren’t getting leads. In that case, you lose the sale because your prospect found your competitor’s web page rather than yours. It’s a mistake to optimize for competitive, high-volume keywords. Put more effort into creating content that contains long-tail keywords specific to your brand, category, and product.
2 Unique Selling Proposition: What makes your company different when people visit your website? Can they immediately intuit why they should buy from you? Your chances of grabbing someone’s attention are limited. “How will it benefit me?” is one of your prospects’ first inquiries. Ensure your content clarifies what you have to offer and why your product or service is the best option for your target audience.
3 About Us Page: How do “About Us” pages benefit your business? It is one of your most viewed pages. Your prospects can take the opportunity to learn more about your organization and decide whether or not you are the right fit for them. Therefore, this page shouldn’t read too much like an old press release. If your industry calls for it, it’s okay to show some personality. Please describe your company’s value proposition and include credibility boosters on the About Us page.
4 Adaptive Web Design: A business can no longer depend on people visiting their website only on a laptop or desktop. The mobile revolution has changed the way people access the internet. Mobile and tablet traffic now accounts for 25%, 30%, or even 50% of company traffic. It means you might need to make your website responsive by using CSS and HTML5. Doing so will automatically adjust its layout and orientation in response to the size of the screen. A website that offers adaptive viewing allows everyone to access the same content and have the same experience regardless of device.
5 Calls to Action / Landing Pages: Your website must have some ‘call to action’ if you want to generate leads. CTAs should be strategically placed throughout the site, leading to separate landing pages for each offer. Typically, B2B sales transactions take longer than B2C transactions, so your CTAs should direct your buyer to the logical next step.
Short and straightforward landing pages are best. Avoid asking too many personal questions to your prospects. For every additional field on a landing page form, completion rates fall. Ensure that your sales team has only the information necessary for efficient follow-ups.
6 Free Offers / White Papers: By offering an incentive to your prospects, you can improve the response to your call to action. B2B companies often provide valuable tips about their products or services in their free weekly or monthly e-newsletter. Newsletter subscriptions aren’t nearly as powerful as they used to be since many people sign up only to find their inboxes clogged with emails. Offering your prospect a special report or white paper that describes how their product or service solves their problem would be an additional incentive. Many technology companies provide free trials, live demonstrations, and video tours of their products as different lead generation techniques.
7 Social Media Integration: Last but not least, you should integrate social media into your B2B website to generate leads. Whether it’s the blog or other web content you produce, it should be easy to share across social media platforms, particularly LinkedIn. The idea is to engage prospects in as many conversations as possible about your company. Engaging in multiple discussions will improve your prospect’s likelihood of buying from you.
Final Thought
You can’t build a website all at once. The process is time-consuming and expensive. In the shortest amount of time, you can generate high-quality leads for your business by concentrating on the most significant and pivotal elements of your website build.
Kenscio is an award-winning digital marketing services and products company. Explore our web development services and have a discussion on how we can support your next project.
