How to make sure your website is ready to capture more business leads

Website Optimization

You’ve got the perfect business plan, the perfect product, the perfect sales strategy. But in the modern world, there’s a high chance that if your website is not appealing and usable to your audience, you won’t see much interest, which leads to fewer sales. Here are a few ways to help ensure you’re getting the most out of your website by appealing to your potential business buyers:

1. Focus on Your Target Audience

You probably already know a lot about your audience since you have a sales strategy in place, but it’s important to keep this information in mind while optimizing your website. What does your average buyer look like? What are their interests, ages, typical website use and search habits? Taking all of these elements into consideration will help you align your website to the needs of your potential buyers.

If you don’t know your target audience, you can begin determining it by surveying your current customers, or looking into what types of people are shopping for your competitors’ products. Ask customers questions about their companies, how they use your products, what made them choose you over a competitor. You can even leverage this information when creating content for your site.

2. User Friendly Design

When people land on your website, they’re going to notice the visual nature of it first and foremost. You want to be sure that no matter what page they end up on, the page looks clean, easy to navigate and interesting.

A study from Change Sciences found that your website has a minute to prove itself useable, and that one of the biggest things that prevents conversion is a disorganized website, or one with too many steps needed to get anywhere.

Another thing to keep in mind is the importance of making your website have a responsive design. Responsive design means that no matter what screen your website is viewed on, your website will be readable and will look good on any screen, from an iPhone to a widescreen desktop monitor. With more Google searches happening on mobile than desktop, and 75% of mobile users preferring a mobile-friendly website, making your website look good on mobile is of utmost importance.

3. SEO

Having a well-designed website is important, but it’s also important that your business to business prospects are able to actually discover your website. SEO, or search engine optimization, is a handy tool utilized to ensure that prospective buyers who have never heard of you before can make it onto your website by searching for information about the products or services they need. Search engine optimization involves putting relevant keywords, content, images and page descriptions onto your site.

Google scans through every webpage and ranks the pages according to relevance, which is what puts some webpages on the first page of Google search results and some sites on page 10. Google also takes into account the usability of your website when developing its rank, so keeping the above points in mind will contribute to making your SEO as good as possible.

4. Helpful Links, Relevant Content and Contact Information

One of the final, seemingly obvious ways to optimize your website for B2B lead generation is to make sure the site provides helpful links and relevant content. You want your website visitors to be able to easily find what they are looking for, whether that is a product description, frequently asked questions, or a contact page so they can ask further questions. Creating more relevant content for your website increases the chance that your prospects will have their questions answered without having to try a competitor’s page. As another perk, having relevant content scores you more points for SEO, as 72% of marketers say that relevant content creation is the most effective SEO tactic.

There are a lot of aspects that go into designing, optimizing and maintaining a great website, but these initial tips will guide you in creating a visitor-friendly website to help capture more B2B leads. The next step is lead nurturing, so check back to our blog for more information about that in the future. In the meantime, learn about how you can create your own marketing mix as a “marketing chef.”