5 Crucial Elements of a Money-Making B2B Website

money making b2b websiteIf I tell you that your leads are only as good as the website that produces them, what does that say about your website?  Be honest.  Is your site just a glorified brochure or is it truly optimized for b2b website lead generation?

For decades, online marketing was an important part of business success.  But, now it’s more critical than ever.  With the travel restrictions and canceled face-to-face meetings, your website is now truly the public face of your company.  So, it needs to be your best sales asset.

Here are the top five key drivers of a B2B website that generates leads and sales.

1. Is it Customer-focused?

All too often, industrial companies do not design their website for their customers.  Rather, they take an egocentric approach, more interested in talking about their products, their history, their news, their events, etc.  While that information may be important to them, it’s not necessarily what their customers are interested in.  If your website does not serve your prospects and customers, it is not serving you either.

A customer-focused website puts your customers at the center of your online offering, making it easy for them to do business with you.  At the same time, a customer-focused website is aligned with your company’s overall business strategy and marketing objectives.  And, most importantly, a customer-focused website produces results – leads, sales and profitable long-term customers.  To be successful, your website must:

  • Provide useful and relevant information based on the needs of your users.  Make sure your content explains how your product or service solves your target customer’s problem, what specific benefits your product will deliver, and why they should purchase from you.
  • Educate and build trust.  Offer educational blog posts, guides, videos, case studies and other content that helps convince a visitor to do business with you.
  • Make it easy for customers to do business with you.  Your customer-focused website should encourage prospects to give you their information and establish their interest in becoming a customer through well-displayed calls-to-action.
  • Ensure your website is mobile and user-friendly.  61% of users are unlikely to return to a mobile site they have trouble with.  So, make sure your website is easy to navigate on desktop, phone, and tablet.  Here are 3 tips to accomplish this.

2. Is it Sales-focused?

If you think your website is just as a marketing tool, you are leaving money on the table.  To build business online these days, you need to think of your website as a sales tool – better yet think of it as your best salesperson.  According to Lead Forensics, 94% of the buyer’s journey occurs online before they speak to a sales rep, so it’s important for your website to serve that vital sales role.

Your website’s content needs to answer the key questions your salespeople normally answer in the sales process.  Your salespeople should be trained on how they can leverage the website’s content and features to enhance their own sales process.  For your website to be a sales machine, your sales reps need to view it as their most valuable resource and not a threat.

3. Is it Search-focused?

As mentioned above, customers have taken control of the sales process.  According to MarketingSherpa, in 80% of B2B transactions today, the customer finds the supplier – not the other way around.  And, to perform this search, buyers are largely turning to Google.  So, it is extremely important your site is optimized for search engines to ensure it is a money-maker.

The good news is that making your site appealing to Google is in line with your customer focus – Google wants you to provide value to your customers.  If you are doing a great job creating valuable educational content for customers, you just have to use the right keyword phrases and group your content into topic-based clusters to help Google understand your areas of expertise.  Other factors that Google considers include:

  • Customer engagement.  Google looks at how visitors are interacting and engaging with your site’s content as a strong indicator of whether they should send other like-minded customers to you.
  • Freshness of your content.  Google want to see that you are regularly producing relevant and valuable content for your website.
  • Technical SEO.  Google needs to be able to find your website and wants to ensure visitors are having a positive experience regardless of the device they are using.  Here are 6 technical factors that could prevent your content from ranking.
  • Links and off-page SEO.  Optimizing for off-site ranking factors is accomplished by getting reputable third-party websites to link or promote your website and its value.  Here are some tips for linking your way to the top of Google.

4. Is it Conversion-focused?

As a B2B company, the overall goal of your website is to drive revenue and profits.  To accomplish this, your site needs to be strategically optimized to convert anonymous visitors into named leads and online sales.

Every page of your website should have a clear goal to move customers to the next step in their buyer’s journey with you.  If you have not mapped out the conversion goal for each page, you are leaving the action up to chance.

In addition, you can ensure your website is conversion-focused by making it extremely easy for customer to take the next step through the following actions:

  • Make your website lead generation forms short and simple.  Resist the urge to qualify prospects with your forms. Just ask for the base level information a salesperson needs to make an intelligent follow-up.
  • Shorten your checkout process.  If you sell products online, take a close look at your checkout process to simplify and shorten the steps a customer needs to take complete the sale.
  • Make your phone number obvious.  Don’t make customers hunt for your number when they want to call you. Make your phone number one of the prominent calls to action on every page of your Website.
  • Leverage online chat and messenger bots.  These instant messaging tools allow your customers to get right to speaking with a salesperson the moment they are ready.

5. Is is Results-focused?

Don’t rely on subjective measures, gut feel or esoteric statistics like “visits” when tracking your website’s performance.  Define your success measures based on the goals you want the site to achieve.  Then identify specific, measurable performance criteria you can easily track to measure success.

For example, if your B2B site’s goal is lead generation, track online form inquiries and in-bound phone calls.  If your site has a variety of offers, track leads generated by offer.  These are just a few examples.  By tying your success measures directly to your business goals, will be able to measure the effectiveness of your B2B website.  And, you will be able to leverage this knowledge to improve your results in the future.

If you’re struggling with B2B website lead generation, the answer might just lie in our free website analysis.

SVM’s website analysis will provide you with specific recommendations on how your website, search engine ranking, social media presence and email marketing activities can be improved to produce more leads and sales for your company.  You will receive a custom report as well as a 30-minute consulting session to review these recommendations.

Schedule your free website analysis today or feel free to call me with any questions: (877) 786-3249 x3.

For more in depth resources of the basic marketing principles, take a look at our guides and toolkits.  These cover topics from planning a B2B website to email and content marketing.

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About the author

B2B online marketing strategist, speaker, author and consultant on a mission to help B2B and industrial companies generate more leads, sales and profits online.

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