When building a quality, high converting website, there are plenty of similarities between B2B and B2C. Focusing on just a few key areas could give your B2B company the edge it needs to dominate online. A well-executed business-to-business website can do the job of 100 sales people, nurturing quality leads and giving your company an authoritative online presence.
If you are looking for ways to improve your B2B company’s online presence, try integrating these five essential elements in your B2B website.
- Call to actions across the site – Bring your visitors closer to a sale by placing calls to action throughout the site and making it easy for them to do business with you. Well placed CTA’s direct your customers and prospects to your business quickly and easily.
- Mobile Friendly Design – A mobile friendly design is critical when marketing to business people who regularly use their smartphones for quick searches on their morning commute or lunch break. Smartphones and tablets have begun outselling traditional desktops and 70% of business people report using their smartphone for searches. This is true even when a larger desktop is present, proving that 2015 really is “The year of mobile marketing”
- Get to the point quickly – B2B businesses need to focus on what the visitor needs from the website and present the information clearly and precisely. Contact information, clearly delivered and product and service information, types of businesses served are some of the specs your website should detail. Use analytics to find out why people are coming to your website. Then make sure that you’re delivering what they’re looking for. Business customers are very goal oriented. They are looking for identifiable benefits so instead of writing “Click here to download the report”, say something like “Learn how to increase your leads in 2015”.
- A landing page – Leverage a strong landing page to increase conversions and quickly capture qualified leads. Paying for targeted PPC ad traffic directed to your landing page can be expensive. If using PPC, make sure you have a measurable goal in mind. There must be an attainable ROI (leads, sales) associated with your Landing Page offer. Make sure you are targeting the right demographics. Organic search is more useful for directing people to a more ‘”generalized’ home page.
- Company details – B2B customers are busy. Save them time and foster a future lead by clearly displaying company details throughout your site. Include office hours, location, phone, email, and social media links. Provide these consistently throughout your website to increase your chances of generating that next business lead. It is also worth noting that Google highly favors sites with authority credentials. Remember to include an About Us, Terms of Use, Privacy Policy and Copyright Information as a minimum.