Online searches play a vital role in new product discovery. Thus, the website must be efficient for digital product discovery.
Companies must use website strategy, creativity, and technology to make the website effective. It boosts credibility, generates traffic, builds brand awareness, and captures high-quality leads.
Guide for an effective B2B website:
1. Make it Discoverable
Companies must make the website discoverable, whether paid, organic, or both. They must choose proper keywords and understand the role of meta tags. They must apply the “mobile first strategy,” build backlinks, and internal solid linking.
Moreover, paid search gets faster results, but it is expensive. Also, the company will not rank for the chosen keywords when the campaign ends. The organic search takes 18 months to give ROI. However, it offers long-term value.
Good content can drive traffic and generate leads for a long time. Thus, companies must dedicate time to reviewing and updating the content to keep it fresh and relevant. They can navigate other channels that will help them drive traffic to the brand website.
2. Ensure Fast Image Loading
Image loading speed is vital for image-heavy websites. The loading time is crucial for two reasons.
First, customers need to move quickly. Thus, quick image loading fastens the ordering process. This ensures that the customers do not abandon purchasing.
Second, the faster the image loads, the faster the site loads. Companies can use smaller images. They must reduce the file size while maintaining the quality.
3. Notify Visitors
Marketers must ensure they give visitors vital information about the products and services. It helps visitors to evaluate the solution to assess and determine their likeability.
Companies must clearly define and describe their services and how it helps address the issues. They must show the benefits and attributes of their solutions.
At the same time, they must make the offering easy and clear to understand. They must show how they can deliver value to the customers. Understanding these factors will help them rethink the copy of their web pages.
4. Educate Visitors
In addition to informing the visitors, marketers must add value via educational content that aligns with the buyer’s journey. For instance, they can write blogs on relevant industry topics.
Case studies featuring satisfied customers can also help build credibility and authority. Customers must visit the website because of the reliable information.
5. Establish Brand Affinity
Companies must understand how brand affinity influences their services. Brand affinity indicates that the prospects align with the message and view the brand as a preferred choice.
Establishing brand affinity takes time. From a website’s point of view, it means showing that the brand knows its audience. It keeps the audiences engaged, offering an efficient customer experience.
6. Traffic
The website needs to generate traffic to generate needed potential customers. The traffic would increase in the long run, but not adequately. Thus, businesses must aim for steady growth and stabilization in visitor numbers.
Mostly, visitors will find the website via search engines. Hence, brands must ensure that search engines discover their site. An excellent way to achieve this is through SEO.
7. Keyword Rankings
Companies can assess their visibility on search engines by analyzing the keyword positions. They must consider brand searches, buyer intent keywords, and informational keywords.
It will help marketers understand how many people are searching directly for the brand. They can also know how many visitors intend to buy the services and look for top content.
8. High-Intent Form Submissions
With an effective inbound demand strategy, brands will likely have high-intent forms on their website. When a visitor submits the form, it indicates that they are likely to join the buyer journey.
Reporting on the number of high-intent form submissions shows that the brand’s marketing efforts and website copy are working.
9. Build Many Landing Pages
Landing pages are vital since they help generate inbound leads and drive conversions. They advertise a unique content offer, product, or service, which can only be obtained by landing page visitors completing a form.
It encourages landing page visitors to give their details for valuable content. Companies have the visitors’ details that they can nurture over time using relevant content until they engage with the sales team.
10. Have a Modern Website Design
The website must be modern with minimal design. There should be no elements that slow down the website. The visitor must have a smooth and streamlined experience.
Companies must use an aesthetically pleasing website. They must have flowing modules, fast web pages, clear text, and consistency.
It must use long and short web pages to break up the content and display information better. It maximizes the chances of conversions and revisits.
11. Ensure Easy Navigation
In addition to website design, web page optimization, responsive design, and website navigation are essential. Hence, having a website structure with a design and layout will ensure easy navigation.
Website navigation is a crucial element of any website. It is how the visitors find their way to content, product, or service.
For example, product pages must be included under a product dropdown on the navigation menu. Good navigation gives users a good experience leading to better retention and website traffic.
12. Revenue and Opportunities
As the website is a marketing asset marketers invest in, it must generate return on investment (ROI) for the business. If they can measure and report on how much revenue the website has developed, they can assess the impact of the marketing strategy.
The website must be a good source of opportunity for the sales team. Thus, companies must measure the number of opportunities in the pipeline that originate from marketing sources.
It shows that the brand attracts the right people to the website with engaging content informing them to consider purchasing.
13. Set Customer Protection with SSL
An SSL certificate ensures that no one intercepts the customers’ sensitive information. When a website’s URL indicates “Https,” it is SSL secured.
If the website is not SSL-certified, customers might be warned that they are not protected. It will pull back the customers from visiting the site leading to a loss in sales.
Having SSL is also vital for SEO. Popular search engine ensures that users are protected when accessing the site.
Thus, companies must submit two sitemaps to Google Webmaster Tools for the “http://” and “https://” versions. These sitemaps confirm to Google that the brand website is secure and ready to index.
Also Read: Three Strategies to fix Common B2B Website Issues
14. Set up Analytics
Companies should be able to track the activity on their website to know how it is performing. A B2B website must report on website traffic and by source.
The sources include organic traffic, direct traffic, and referrals. Other sources include paid search, email marketing, and social media.
These sources will allow marketers to see which channels generate high website traffic. It will help businesses assess each channel to understand the paths to conversation rates. They can achieve this when they have a robust analytics platform.
Many tools will help companies understand the channels that drive the most website traffic. It will also help them know which channels generate the most leads and their conversion on the website.
These analytics tools give marketers an end-to-end view of contact activity on the website. It will help them make data-driven decisions on where to invest their marketing spend.
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