B2B buyers don’t make impulse buys. They know how important it is for them to compare one B2B website with another and the options they have to offer to make an informed decision – which can take weeks or months.
When these buyers arrive at your site, they may be hearing about you for the first time. And if they are interested in what you have to offer, they may return many times before they finally commit to a purchase. All the while, your B2B website will be doing the selling, not your sales team. With that in mind, your website becomes your most important sales tool.
So how can you use it to convert B2B traffic into interested leads?
Provide Helpful, Informative Web Content
If you already have huge brand recognition, then there’s a chance your potential customers are searching for your name and finding your site. Most, however, will search on topics relevant to your company and reach you through your blog posts. Useful content that addresses their business needs serves as a preview of the value you’ll be able to offer paying customers.
Make Your Site Easy to Browse and Search
There are many aspects of making a site attractive and easy to use, but these two are vital:
- Visitors can use your site whenever, wherever, and however they want to.
- Visitors can find exactly what they need from any page within the website.
Adopting a responsive design for your site will help you with the first point. A responsive site is one that adapts to both the display and the inputs the web visitor uses. That means the site can look terrific whether it’s viewed on a desktop computer or, as is increasingly the case, a phone. The second factor is handled by having an intuitive search function throughout your site.
Connect Each Page with a Clear Call-to-Action
A call-to-action (CTA) tells Web users exactly what you want them to do next. “Sign up,” “call today,” or even “buy now” are simple examples. Each blog post on your site should connect to a single offer and a clear CTA. CTAs lead to conversions, which nurture the lead relationship. CTAs should match up with the buyer journey stage. It’s much easier to entice people to sign up for your mailing list, for example, than to buy a $1,000 product.
Building a successful B2B website requires more than just attractive graphics and unique designs. Your website should also contain useful information that’s easy to find in order to create a positive user experience.
For nearly 25 years, Amplify has helped businesses and associations reach their sales goals with amazing websites. Check out our latest website projects.