Digital & Social | 5 minute read
Did you know that 60% (or more) of B2B decision-makers are millennials, who are more likely to conduct online searches? So it’s no wonder that a massive 98% of small business owners regard their website as their primary marketing tool.
With websites clearly being a vital resource for attracting B2B buyers, here are just some of the ways in which you can optimise your site to ensure it leaves a great first impression.
1. Add lead capture forms
It’s one thing to attract visitors to your site but the real value lies in capturing their information. That’s why lead generation is the most important goal for B2B content marketers.
One of the best ways to do this is by adding a lead capture form or pop-up box to your site. If you’re keen to capture a lot of data, we recommend using a multi-step form, which breaks the form up into smaller chunks so it’s less daunting. Research has shown that multi-step forms have 87% higher conversion rates.
Another reason to start focusing on adding ways of capturing your website leads is that B2B companies with mature lead generation processes have been shown to bring in 133% more revenue.
2. Make the content personalised
Today’s web-savvy visitors expect a personalised experience online. If you don’t provide content that is targeted to the individual, you risk losing revenue as 74% of customers report feeling frustrated when website content isn’t personalised.
Thanks to web analytics, you have the resources to tailor your site to the individual based on personal details such as their geographical location or whether they’ve visited your site before.
Plus, if you personalise marketing campaigns or offers, this can lead to greater conversions. For example, 85% of consumers are influenced to buy by personalised homepage promotions.
3. Make sure content is relevant
52% of B2B buyers are ‘definitely’ more likely to buy from a business after reading their content. So, it’s vital that your content is relevant to them and adds value by providing answers to their questions and solutions to their problems. Doing so, will also result in more qualified leads as they will be better informed about your business by the time they get in touch.
Whether your content is web copy, blog articles, whitepapers, or FAQs, a great way to ensure it’s packed full of relevant content is to use SEO research to discover the keywords and topics that your target audience is searching for.
4. Add social proof
92% of customers read online reviews before making a purchase. That’s why using customer reviews, testimonials, and case studies is an effective way to market and showcase your brand.
Adding these types of social proof to your site will add credibility, help to develop your relationship with prospective customers, and boost conversions – 72% of buyers are prompted to take action after reading a positive review.
5. Create calls-to-action (CTA)
About 70% of small business B2B sites don’t include a call-to-action. Why is this an issue? Because they’re a great way of persuading your visitors to take the next step. Particularly as over 90% of them will read your CTA copy after reading your headline.
Tips to make CTAs really pop on your page include using contrasting colours, keeping them short, and (where technically possible) personalising them with the visitor’s name, which has been shown to convert 42% more visitors.