For many B2B businesses, a website is a crucial part of the marketing process. It’s the first point of call for a potential client; it’s an introduction to your brand and your product or service offering. It’s an expensive marketing asset that takes time and money to develop and a lot of resources go into making it the best it can be.
There are so many elements to your website that can make it stronger and better at capturing your audience, but it can at times be difficult to ensure you’re ticking all the right boxes.
Wondering how to do that? Here is a checklist to make sure you’re getting the most out of your site.
Keep it consistent
Make sure all your pages are consistent throughout. A visitor will not always land on your home page where you’ve placed strategic calls to action such as data capture forms and social media buttons. So make sure that all your pages include calls to action, that they’re all branded in the same style, and that visitors can land on any page and still figure out what your business is about. As an example, Mashable has a unique option to see what content is the most shared in social media platforms. This encourages the readers to click and read the content.
Create good content
Instead of focusing on what is good content, focus on your client wants and needs. Create targeted information that will solve your potential customers’ problems and reassure them that you are the best business to work with. This will work better for you in the long run, as you’ll create the type of engaging content your customers will keep coming back to. For example, HootSuite’s Blog focuses on providing the best resources and white papers, this way establishing itself as a knowledgeable business.
Connect with your audience
Most of your customers will be active on one or more social media platforms, which opens the door for a more personal type of communication. The crucial thing to remember is you don’t need to be present across every single social media channel, instead choose the right ones, based on where your target audience spends more time, and become great at it. Social media is exactly what it says on the tin: social. Therefore it’s no use getting on social media and talking only about yourself! Interaction is the key! Add a personal touch whenever relevant by sharing photographs of your work, your team members etc. A good example of how significant social media is in terms of connecting with your clients is this conversation between Tesco Mobile and a customer. The entertaining conversation escalated and ended with tea and cake.
Add calls to action in strategic places
Now, you have built reliable content on your site and used social media to connect with your customers. What’s missing? Built in calls to action (CTA) options, of course. CTAs are used to guide users through the sales funnel so they end up converting. It’s great to add these across your website and point users in the direction you’d like them to go. Test out different variations of CTAs across different locations on your website, to understand what works best for you. Using A/B testing via Google Analytics and combining this with heat maps generated using a tool like crazy egg or mouseflow to give you a record of mouse movements, will give you valuable information about what works best for your website. The WWF website shows how this can be done, where all information is straightforward and easy to locate.
It’s great to have a good looking website with all the elements listed above but how do you know if you’re attracting the right kind of visitors? For many B2B businesses, they’re looking for a very specific audience and Google Analytics does not always provide enough information. It’s great to have large amounts of traffic but it’s also important to know whether it’s the right kind of traffic. Using a reverse IP tracking tool can give that extra piece of information that will make your website that much stronger at generating sales leads by finding out exactly who is visiting your site. Brands can also use this gathered data to amend content on their website, knowing what their target audience is most interested in. A tool like WhoLooked can provide information about companies visiting a B2B website.
Taking that extra step
There is nothing more valuable than getting feedback from your visitors. Communication here is the key so make sure to listen to your customers. Even better, provide them with a platform where they can express their opinion about your site, product or service. That might be included in a CTA or short form embedded on your site, newsletter or social media platforms.
This list is by no means exhaustive but should give you a great starting point to make sure your website is doing all it can to help your sales and marketing teams.
Mike Flynn is chief executive of Fast Web Media
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