Your website is often the first interaction potential clients have with your B2B business. It’s your virtual storefront, your first impression, your 24/7 sales representative, and the cornerstone of your online presence. But what if your website is letting your marketing efforts down? In this post, we’ll explore seven common pitfalls and how AB Fiftyone can help you fix them, ensuring your website becomes a powerful tool for not just attracting, but converting leads.
Website copy that resonates with buyers
Addressing your potential clients’ pain points on your website is essential for effective communication and connection. After all, you’re not the buyer. You need to get into their mindset and provide information that helps address their pain points, not just your, or the boards, personal preference. If you’re unsure of what these are, reach out to existing clients or talk to the business development or sales team to understand their most commonly asked questions.
Your website copy should address:
- The challenges your business solves.
- Exactly how you fix them and showcase your expertise.
- Highlight what sets you apart from competitors.
- Communicate the positive impact of your products or services.
- Identify the consequences of not choosing your solution.
Slow page speed – Don’t Lose Leads to Impatience
Waiting 30 seconds for a B2B website to load is a surefire way to lose potential clients. Users expect instant access to information, and any delays in site speed can lead to frustration, increased bounce rates, and, most importantly, a loss of potential customers. Consider implementing the following five fixes:
- Invest in reliable hosting to ensure quick loading times.
- Compress and optimise images for faster loading times.
- Externally host your videos, rather than have them directly on the site (and don’t over load it with videos).
- Streamline your website by eliminating unnecessary plugins and ensure builder software (i.e WordPress) is up to date.
- Reduce the number of elements on a page, such as scripts and CSS or JS stylesheets, to minimise HTTP requests, leading to quicker load times.
Showcase Your Credibility
Sales teams shouldn’t drown prospects in endless PDFs. We advise incorporating solid social proof on your website, such as:
- Case Studies: Showcase real-world success stories.
- Video Testimonials: Capture authentic client experiences on video.
- Reviews with Client Photos: Add a personal touch to positive feedback.
- Screenshots from Social Comments: Highlight positive interactions on social media.
Case studies serve as tangible evidence of your success stories, providing potential clients with real-world examples of how your products or services have positively impacted others. Additionally, social proof, in the form of testimonials, reviews, and endorsements, acts as a powerful validation of your brand. When visitors see positive feedback from satisfied clients, it instills trust and confidence in your business. These elements work together to create a persuasive narrative, substantiating your claims and convincing potential clients that your company is a reliable and trustworthy choice.
Provide Pre-Purchase Experiences
Potential clients want to experience your offerings before committing. But also in today’s age, buyer want to self educate before reaching out to enquire, and if you don’t provide that they’ll simply find it elsewhere. If you offer SaaS, provide live demos or videos, that allow prospects to see and try your product. For service-based businesses, showcase case studies and provide walkthrough videos or pre-recorded webinars. We understand the importance of allowing potential clients to try before they buy or engage with your sales team.
Harness the Power of SEO for Demand Capture
Once your website is optimised to receive and convert traffic, utilising SEO for demand generation in B2B is not just a strategic choice but a necessity these days. By optimising your website for search engines, you position your business to be visible to those actively looking for the products or services you offer. Neglecting SEO means giving up a significant share of the online market to competitors who are investing time and resources in capturing valuable traffic, brand visibility, inbound leads, and mindshare 24/7.
In conclusion, your B2B website should be an asset, not a liability, in your marketing strategy. If you identify any of the issues discussed above, it’s time to take action. AB Fiftyone are ready to transform your website into a dynamic and effective marketing tool, aligning with your buyer’s needs, loading swiftly, embracing transparency, capturing demand through SEO, providing solid social proof, and offering engaging pre-purchase experiences. Don’t let your website be a hindrance; let it be a catalyst for your B2B success.