Your website is typically the central hub of a marketing strategy—it’s the place where you direct all traffic and is a resource for potential clients and your sales team. If your website is managed optimally, it can also be a great source for lead generation.
If you are considering launching a brand new B2B website design, read Does Your Website Stink? first. If you have recently updated your web design and are merely looking for how to improve upon your current website, check out these 5 Tips for Improving your B2B website.
Add Fresh Content
Fresh content is essential to expanding your website content, sharing current information with visitors, and driving new traffic to your website. Google rewards websites that continually add fresh content (think SEO), so it’s important that your B2B website has a continuous stream of new, fresh content added to it.
Blogging is the best way to add fresh content to your website. It’s a great way to share current information on industry trends and helpful insight for your target audience. Another way to add fresh content is to create new website pages. This is particularly relevant if you are rolling out a new service or product.
Use High-Quality Images
High-quality images do not mean giant, expensive photos. In fact, you will need to make sure the images you use are appropriate for web and aren’t slowing down the load time of your B2B website.
Ideally, your firm will have a library of custom images that showcase your products or services. However, for service-based industries, this can be difficult. The good news is that stock photography has evolved and photographers are tailoring image composition for use in web design. Images on a page or a blog are a great way to break up the text and communicate more about the content of the page or article.
Give Away Information (But Collect Leads)
A B2B website should be a living, breathing resource center. This means it should host a good amount of information in various formats to attract, educate, and capture potential leads. Once your website is up and running, it’s important to create a library of information that is easy to download. This includes informational pieces like cases studies, white papers, ebooks, research, client testimonials, how-tos, FAQs, product guides, etc.
The best way to collect leads on your website is to trade a piece of content for an email address and name, which is referred to as “gating” content. However, not every piece of content should be gated. Typically, content geared toward potential leads at the top of the funnel should be ungated since your B2B firm is educating the lead and inviting them to get to know your firm while also establishing your authority in the field.
Content that is farther down the funnel, like case studies, should be gated as the prospect is closer to the consideration and decision phase of the sales funnel. At this point, the prospect is more willing to trade their email for the piece of content since they are ready to get the conversation started with your team.
Tell Visitors What to Do
Calls-to-action are critical elements of a web design as they help a visitor navigate the site and help to tell your brand story. A successful B2B website will have a variety of different CTAs across the website depending on the web page, the action desired, and the part of the story.
When visitors land on your B2B website’s homepage, they may not know who you are or what products/services you have to offer. Great CTAs invite them to Learn More, View Our Portfolio, or Visit Our Blog. These CTAs act as directions to guide potential leads to the next step in your brand story (and keep them engaged). Check over the CTAs on your current website and make sure they match the potential client’s journey.
Make It Easy
Ask yourself: Is our phone number on our homepage and every page? Is it at the top and the bottom of the page? Can visitors easily find how to contact us in one click? If the answer is no to any of these questions, it’s time to add more contact points to your website. You want it to be super easy to get in touch with your firm.
Do you have any questions about how to improve your B2B web design? Are you considering a new web design? Check out these stats first.