With B2B buyers becoming more intentional than ever in their decision-making, B2B organizations should root out the common website mistakes to drive qualified leads.
Often the most crucial and a key touch point for customers, most B2B organizations launch websites just for the sake of it. They do not expect that it should serve a specific purpose and make it merely a brochure for the prospects and customers. However, with the world-embracing digitization since the onset of the pandemic, many B2B organizations have come to realize the critical importance of websites. As per the 2021 Digital Benchmark Experience Report, 95% of the page views of the customer occur on a website page. Additionally, in just two visits, customers decide to make a purchase or are ready for conversion. Hence, brands should treat their website like a growth engine to drive qualified leads.
If the website has a significant mobile load time, low conversion rates while not improving the site continuously, B2B organizations are more likely to miss out on qualified leads. Here are a few B2B website mistakes they should stop making:
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Neglecting the management of B2B website
B2B leaders should take extra measures to make their website easy to manage. Meaning, the website should not be clumsy or time-consuming for publishing content. As customers’ needs and preferences evolve, brands should also evolve their content.
Since the web has become competitive, websites that are frequently updated and improved perform much better. An organization that incorporates strong web management practices tends to remove barriers such as lack of investment in content, platform frustrations, or even lack of ideas to publish great content more frequently.
Most of the B2B leaders assume that the website of their organization should undergo a complete transformation to stay relevant. But, this prevents them from taking the required actions. As websites are dynamic in nature, brands should ensure they evolve through incremental changes.
Undervaluing SEO’s role
The two crucial aspects of SEO elements in high-functioning websites are topic relevance and load time.
Instead of concentrating their efforts on keywords or phrases the same as a product or service, brands should design a plan with specific topics and keywords they wish to rank for. They should aim to rank for intent-focused keywords. Additionally, they should develop the content’s body that is relevant to the buyer’s goals, interests, and challenges. The B2B marketers should create highly informative content on carefully defined topics, themes, and keywords.
A slow mobile load time affects SEO ranking, making it difficult for buyers to find the site with organic steps. On the other hand, websites with less load time deliver buyers an excellent user experience, increasing the likelihood of them engaging with brands online. Moreover, a website built for mobile devices can significantly accelerate purchasing in B2B deals.
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Not paying attention to buyers
B2B organizations should ensure that their website inspires their buyers and lays a strong foundation for building trust with them. Most of the time, buyers find it difficult to trust a website’s authenticity and authority due to a lack of proper messaging or design. They should refrain from taking a generalized approach to messaging as it becomes difficult to stand apart from their competitors. With buyers finding it difficult to understand the value differentiators, they are more likely to leave a website from the start. B2B marketers should craft the messages across the entire stage of the buyer’s journey. They should use tools such as heat mapping, funnel visualization, and closed-loop analytics to better understand how the website performs in the consideration and decision-making stages.
B2B organizations seeking to drive more value through their website should embrace continual improvements, better topical relevance for SEO, buyer-centric messaging, and analyzing buyer engagement with the content across the entire process. Addressing these common issues can help organizations to generate qualified leads and convert them on the website while positioning them in the marketplace.
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