We’ve previously written about how to turn your website into a marketing machine and how to optimise your website for lead generation, but today, we’re going back to basics: A list of website must-haves.
We’re talking about the little things that make a big difference to your target audience. From clear calls-to-action to case studies, these website fundamentals are what help to create a pleasant experience for users. And, with 62% of buyers basing decisions on online content alone, that can hugely affect your bottom line.
So, grab a pen and paper, go to your website, and let’s see how many you’ve got or are planning to implement soon…
1. Error-free copy
Almost 42% of people choose to leave a website with spelling and grammar issues. As well as checking for typos, ensure your messaging is clear, concise, and adds value to the reader.
2. Contact info
No matter what it is you want visitors to do having spent time on your site, make it super easy for them to do it. Make sure your contact details are easy to find, easy to ready, and on every page.
3. Social proof
Testimonials, reviews, and case studies are a quick and easy way to build trust. 92% of B2B buyers are more likely to purchase after reading a trusted review. So, sprinkle social proof liberally.
4. Meet the team
People buy from people. So, ensure your site showcases your staff doing what they do best. This includes bios, photos, and ‘day in the life’ style videos that highlight your most important asset: your team.
5. Easy navigation
Does your site have search functionality? If users can’t easily find what they’re looking for they may get frustrated and leave. On-site search almost doubles conversion rates from 2.77% to 4.63%.
6. Explain who you are
46% of B2B buyers leave websites where it’s not immediately clear what the business does. So, ensure your ‘About Us’ page clearly states who you are, what you do, and what sets you apart from competitors.
7. Blog (a lot)
Blog articles are the perfect way to position your business as a thought leader. Articles that present solutions to your target audience’s problems and needs will help to improve your search engine rankings, web traffic, and conversions.
8. Make it mobile-friendly
Amazon found that 61% of online business buyers use mobiles to research products and services. Google found that over 90% of B2B buyers are more likely to make a repeat purchase from a vendor with superior mobile experience.
9. Content is king
As well as ensuring your content adds value to users by being relevant and high-quality, make sure there’s lots of it. Research has shown that websites with 51 to 100 pages generate 48% more traffic than those with fewer than 50 pages.
You know what you want your visitors to do on your site, but have you told them? Clear calls-to-action placed strategically on each webpage can help to convert a B2B browser into a B2B buyer.