The web is an essential part of the B2B demand generation strategy; however, in most cases it is one of the most neglected aspects. Many B2B companies maintain websites as online brochures instead of understanding the web as a 24/7 open sales channel.
We have grouped into 11 practices and some tips to make your website stand out and get better conversion and lead generation results.
Let’s get started:
# 1: DECLARE VALUE FROM THE START
The web as a seller makes it very clear to the visitor from the beginning what is its value proposition of the company, what it does, and what it can do for him as a customer.
In just 5 seconds the web must make it clear where its value contribution is.
Chanty makes the value proposition clear from the start: your product makes your customers’ day work as if they had 3 more hours.
# 2: PROVIDE A DIFFERENTIATED MOBILE EXPERIENCE
Does the desktop user look for the same as the mobile user? Nope.
In mobile, the user is looking for something specific, usually the phone number to contact us. Therefore, it is convenient to understand this and develop a content adapted to this need.
One way to achieve this is to investigate in Google Analytics which sections of our site are visited the most by mobile users.
Evernote is a good example of a clean design, easy to navigate, and with large Call to Action buttons, ideal for mobile users.
# 3: MAKE IT CLEAR WHAT YOU HAVE ACCOMPLISHED AND WITH WHOM
Our prospects always want to know one thing: What problems do you solve and who have you worked with before? They have a radar to look for logos of recognized companies among our clients.
The downside is that it is quite common for B2B companies to fill their websites with logos, it is no longer enough with just that: we must generate specific cases that reliably demonstrate what we have achieved by working with those accounts.
Marketo tells us how GE made $600M implementing their platform.
# 4: WITH CUSTOMER-CENTRIC COPIES
Writing copies from the user’s point of view and transmitting how their business processes would improve with our product or service, helps to generate empathy from the beginning and to distinguish themselves from the typical commercial message that only cares about “sticking” the eyes into the customer a product without explaining the value it can bring.
Making customer-centric copies is the difference between saying: “We sell travel packages” to saying “We sell unforgettable moments”, or saying “We offer professional cadetry” to saying, “We make sure your envelopes arrive in a timely manner”.
Grammarly does not say that “Sell a spell checking app”, but rather “Sell the best moment of your writing”
# 5: WITH CLOSE, HUMAN AND REAL IMAGES
In the process of creating a “perception” in the mind of your prospect, the image plays a role as subtle as it is determining. The photos you use and the emotional reaction they generate in your potential client will make a difference in their initial perception of your company.
Globant with the selection of images on its website shows itself as a fresh company, which keeps up with the trends in the field.
# 6: WITH EASILY “SCANNABLE” TEXTS
Writing well for the web involves understanding how the brain of the current user (trained or adapted to the digital environment) works and delivering the information in the way they want and need it.
The online prospect does not “read linearly” as they would do with a newspaper or magazine, but instead “scans” the information using keywords that resonate in their mind.
The objective of our website should be to make the brain of our prospect find those phrases that he has in mind, through an arrangement of the text in a list format, prominent typography and content that clearly tells the client who you are, what you do, and how. you can solve their problem.
Dropbox Business shows that a little well-laid out text is more than enough to convey our message and capture interest.
# 7: WITH A STRONG “WHO WE ARE”
The “Who we are” (or “About” section in English) is the most visited on B2B websites. It is then worth putting a lot of love when preparing it. A strong about stands out, leaves no doubt about the value proposition, and conveys great confidence.
Fundamentally, a page “Who we are” answers the 3 key questions of positioning:
• What does your company do?
• Where does it come from and where is it going?
• Why should you hire them?
# 8: WITH FORMS THAT REMOVE OUR VISITORS FROM ANONYMITY
The B2B websites that stand out know a secret: The first step to getting a prospect to return to our website is to obtain their e-mail. To achieve this, they use content called “Lead Magnets” that have a significant value for the prospect to leave us their contact information in exchange for downloading said content.
Hinge Marketing hooks its B2B consumers looking to renew their brand with a magnet that guides them in the initial stages.
# 9: WITH A LEAD MANAGEMENT SYSTEM INTEGRATED INTO THE WEBSITE.
The best (automated) way to know if a visitor is a potential customer is through a lead cultivation system (the so-called Lead Management platforms).
In order to integrate the web into a LM system, it is necessary to connect the forms where the prospect leaves their data, with the platform.
# 10: INTEGRATE TEXT, IMAGE AND VIDEO
The websites that best work online communication are those that integrate the use of images, videos and texts. They understand that people are different: there are those who feel more comfortable reading, those who are more carried away by images, and those who love video animation services we must communicate with all of them to be successful on the web.
Again Marketo shows us that you have mastered the art of web communication by combining text and video to neatly tell your visitors what your solution is about.
# 11: FACILITATE BUSINESS CONTACT
We all know that B2B businesses do not close on the web, so the most important role it has is to generate prospects:
We must simplify the user the possibility of communicating with sales, making use of telephones, forms, direct emails, and Why not? Chatbots that allow you to speak directly with an advisor, our goal should be to facilitate between clients and the commercial department as much as possible.
The B2B website is often forgotten or relegated to a simple online brochure.
What we see through these 11 practices is that today the online channel represents a great opportunity for the commercial areas of B2B companies. To take advantage of it, you have to make sure you meet certain milestones:
• Think the web from the perspective of the prospect / client
• Communicate on the web differently than product / commercial brochures
• Adapt to the user and their context (web mobile vs desktop)
• Guide the pages towards conversion. Always look for the visitor to leave us their contact information.
• Integrate the web with content platforms and social networks.
• Integrate the web with lead management and CRM platforms.
• Think of the web as a 24 × 7 seller and not as a brochure.
• Think of the web as a resource in constant optimization (work in progress)
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