How to Create a B2B Website that Attracts and Converts
A strong website is necessary for any business hoping to connect with customers digitally. If a site is just thrown together, it’s unlikely that it will work to bring you closer to any of your goals.
There are many things businesses can do to customize a site to meet their individual needs and attract their target audience. Although each brand is different, there are a few key elements of a website that are vital to any B2B company.
Navigation and UX
You only have a few seconds to make a good impression on your visitor. When a user lands on your homepage, it’s imperative to grab their attention and encourage further exploration into the site. How?
Think about your ideal lead and what next steps you would like them to take when arriving at your site. From the homepage, intuitive navigation leads your visitor to the valuable information they seek.
User experience is everything when creating a website, whether you’re trying to generate more leads or increase sales. Having an attractive and intuitive homepage will decrease bounce rates and drive conversions.
Lead Conversion
Probably the greatest function of your site is generating lead conversion, and the best way to convert is with a marketing offer. In order to get a visitor to engage and give you their information, you must give them something in return.
There are many ways to provide great marketing offers for B2B companies between templates relevant to your services to how-to videos, there are countless ways to intrigue and engage customers with valuable content.
You can promote these marketing offers through whatever platforms you currently employ, including social media and blogs. Create CTAs (Calls to Action) that stand out and capture the attention of your target audience and drive them to your offer.
Landing Pages
Landing pages are incredibly effective. Much like a homepage for your marketing offer, a landing page serves to drive that particular lead towards the desired conversion.
For example, if an accounting firm shares an offer for a budget template on their social media page, it links to a landing page on their site that includes specific information about the offer, and a form to fill out to download it. A landing page encourages and guides the visitor to take the next step.
Ideally, your relevant and valuable content will draw in a lead, and a landing page with a CTA will convert the lead. Do they work? According to HubSpot, companies with 10 to 15 landing pages increase leads by 55%!
Cohesive Branding
Whether you are B2B or B2C, every company needs a cohesive brand. Branding helps distinguish you from the competition and communicate your unique voice to the customer.
Think of your website as your business’ digital headquarters. When a lead reaches your site, you want them to know exactly where they are and what you have to offer.
Logos are one of the best ways to establish a brand. Having an iconic logo will link your name to the quality service you provide and signal who you are to viewers. If you decide to design your own logo, be careful to choose colors and shapes that emphasize your services. Logos can also be diversely used on all types of digital and print material.
An established brand can make designing your website much easier. By having a set color palette and selection of complementary fonts, you are already on your way to an attractive and engaging website.
Mobile Responsiveness
Mobile browsing has exploded in the past few years and is quickly becoming the preferred method of browsing the internet, with 1 in 5 Americans solely relying on their phone for internet access it is paramount that your website displays properly on a smaller screen.
Not only will a responsive site decrease your bounce rates, but it will also improve search engine ranking, visibility, and site speed.
With only a few seconds to catch your viewer’s attention, an improperly-displayed site can turn away leads. Mobile views are increasing, with 54.8% of all web traffic coming from mobile devices in 2021; don’t lose a lead over something as simple as mobile compatibility!
Impactful Testimonials
One of the best ways to communicate the quality of your service is through the reviews of former customers. Not only will reviews tell leads more about what they can expect, but reviews can also improve your SEO.
Asking for testimonials can be tricky, but Google makes it easy for people to review your business. If you decide to contact customers and ask for a testimonial, be sure to do so properly; ask at the end of the project after a final product has been delivered, give specific questions or provide a template to help guide your reviewer, and always ask for permission before sharing a review.
A website can be a business’ most powerful tool; utilize your website properly by always keeping your viewer in mind. It helps to try and look at your site through a customer’s eyes (or ask a friend or colleague for a fresh point of view).
What needs to be changed to increase conversions and decrease bounce rates? Your website can be customized to fit your needs, emphasize your unique brand, and connect you with your target audience wherever they go.
Keeping your website performing at its best requires maintenance and updates. Partnering with an agency with the skills and expertise to create and make your website work for you can ensure that it is a hardworking component of your marketing efforts!
Thanks for reading,
Shannon
Editor’s note: This blog was originally published in April 2019 and has been edited and updated in November 2021.
