To ensure a positive user experience, it is crucial for websites to cater to their visitors.
Here’s why:
Research shows that 95% of B2B buyers conduct online research before purchasing business products (2023 Global Newswire). The internet, social media and AI have transformed the way customers gather information. They can read reviews, compare prices, and see influencers test out products and services and give their opinions, all in the palm of their hand.
Building an Effective B2B or Professional Service Website
Now that you know how important online research and websites are, it is crucial to establish a strong digital footprint, enhance brand engagement, and leave a lasting positive impression on visitors.
Here are a few simple ways to improve your B2B website for lead generation.
1. Search Engine Optimization
We talk about SEO a lot around here. Why? Because SEO is critical to ensure your website appears higher on search engine results pages like Google. Utilizing SEO ensures that your website reaches the desired audience and improves its chances of surpassing the competition — creating opportunities for sales conversions and growth.
2. Clearly Identify Your Unique Value Proposition
We discuss at length with our clients about getting lost in the “sea of same” in their respective industries. Effectively articulating your unique value proposition to potential clients is how you set yourself apart from your competition. Ensure that your website communicates what you offer and how you can assist customers. Focus on clear messaging rather than overly clever or confusing content.
For example, Timberlake, League, and Brooks’ website effectively communicates what their client’s needs are and how they are uniquely positioned to help them. At the top of their page, they immediately position themselves as professional, responsible, and effective, letting potential clients know they will get them the compensation they deserve. That is exactly what someone is looking for in a personal injury attorney.
3. Include Effective Calls to Action
Your website is not just there to give information but to engage and encourage someone to take the next step in their buyer journey. Determine the desired actions you want visitors to take on your website and encourage them accordingly. Use call-to-action buttons or links that lead prospects to high-value pages with lead-generation contact forms.
Effective professional service or B2B business calls to action may include signing up for a newsletter, downloading a case study, or contacting you directly.
4. Demonstrate Visual Success
Let me encourage you in your website design to show, not tell. Your website serves as a platform for visitors to learn about your core capabilities and understand how they can benefit from working with you. So, if you are an architect, incorporate visuals that showcase the potential success achieved through collaboration, not just building exteriors or office interiors with lots of text.
5. Optimize for Mobile Devices
As of 2021, 60.9% of the U.S. population are mobile buyers, while 79% of smartphone owners use their mobile devices to make a purchase. It is vital to ensure your website is mobile-friendly and provides a seamless experience across different screen sizes.
6. Enhance Website Speed and Performance
We live in a world of instant gratification. Visitors expect fast-loading websites, and they will leave if they have to wait longer than they deem acceptable. Optimize your website’s performance by minimizing page load times, optimizing images, and employing caching techniques.
Start Today Tip!
Ask a friend to find specific information (e.g., contact information, capabilities, job openings, etc.) on your website to see if they can easily navigate it on both a desktop and mobile device. If they can’t, figure out if you need to place the information better on your existing site or start with a new, mobile-friendly web design.
All these pieces work together, and by addressing each key point above in a strategic way, you will be setting in motion website optimization tactics to best support your lead-generation efforts. A solid website design will create a positive experience for your visitors, making it more likely for them to become your customers.