It's Time to Optimize Your B2B Website
For businesses in a wide range of industries, a well-designed, optimized website is one of the most valuable tools a company can have - and business-to-business (B2B) companies are certainly no exception.
For B2B companies, several unique considerations go into creating the optimum website. In this article, we'll take a look at a few ways you can optimize your B2B website in order to bring in more clients and improve your company's bottom line.
A/B Test Your Website
A/B testing is by far one of the most effective ways to optimize your B2B website one step at a time. To create the most profitable website that you can, A/B test every aspect of your website, from the call to actions that you use to your contact forms to the images on your home page and everything in-between.
Measure your results with each new iteration of your site, then keep what works and toss out what doesn't. Once you have A/B tested everything you can, you will be left with a much better-optimized website.
Design is Still Important
Aesthetics and design often get less attention on B2B websites than they do on B2C sites, but having a great, eye-catching design is just as crucial for B2B websites as it is for any other type of website. High-quality design communicates professionalism, and anything less demonstrates the lack of it.
The same graphics may not as easily persuade business owners procuring products or services for their own company as the average retail shopper, but they do take professionalism very seriously. If you want to establish yourself as a trusted professional, having an attractive, well-designed website is still essential.
Create an Effective Sales Funnel
If you haven't yet developed a sales funnel for your B2B website, now is the time to do so. A well-designed sales funnel leads visitors to your site down a carefully-constructed path, nudging them closer to a conversion one step at a time.
Taking user experience into account is important in every aspect of web design, but it is especially important when you are designing a sales funnel for your site.
What needs to be done to capture a visitor's interest when they first reach your site? What information do you need to tell them before they will be willing to make a purchase? What concerns can you eliminate and what pain points can you address? Questions such as these form the basis for a high sales funnel that will carefully guide people from curious visitors to paying customers.
Easy Navigation is Key
Above all else, a B2B website needs to be easy to navigate. If customers are not able to quickly find and navigate to the page that they are looking for on your site, they are far more likely to click away and turn to one of your competitors than they are to spend their time wading through a website that is difficult to navigate.
Making your website quick and easy to navigate isn't always as simple as it sounds, and it's something that takes a little effort and expertise. With the right design, right content, and well-placed links, you can create a website that is effortless to navigate, ensuring that your visitors don't lose patience with your site.
Focus on SEO
Having the best website in the world won't do your company a bit of good if no one ever finds it. To make sure you aren't merely shouting into the void, search engine optimization (SEO) is essential. When most marketers think of website optimization, SEO is the first thing that comes to mind.
SEO is the practice of optimizing a website so that it shows up higher in the search results on search engines such as Google; this can be accomplished in a wide range of ways, from publishing high-quality, keyword-rich content to optimizing your images to writing effective meta content for your site. However you go about it, though, great SEO can lead to far more visitors finding your website.
Run Website Audits
Whether you are still in the process of finalizing your website's design or you have a website that is fully complete and optimized, periodically auditing your site is always essential.
Running a website audit enables you to check for issues such as broken links, duplicate content, missing tags, and other errors that might have slipped through in the design process. Catching and repairing these issues as soon as possible will not only improve your customer experience but will also enhance your site's SEO as well.
There's a lot that goes into designing a great B2B website and just as much that goes into optimizing that site once it is built. However, a well-designed, optimized website is no doubt one of the most effective sales tools that a B2B company can have.
At Bexi, our expert team of design and marketing professionals knows what it takes to create a B2B website that is beautifully designed and fully optimized. Whether you are starting from scratch or you are only looking to optimize your existing site, we can help.
If you are ready to create a B2B website that is optimized to bring in more traffic and generate more conversions, we invite you to sign up for a free trial of Bexi today!