Your website may be nixing your ability to segment, nurture and convert leads. More than 70% of B2B site visitors seek content to research or to solve a problem, rather than making a decision to purchase or partner up (HubSpot Academy). Less than 18% of B2B web page visitors are ready to buy. Examine your current website, your existing content and your typically sales-driven calls to action. Is the majority of your content created for a small percentage of your B2B website traffic? Do you need to create, organize and automate persona-focused content that speaks to each visitor at the most beneficial time? It’s time to rethink B2B website design.
Poor website structure and unclear or poorly defined conversion paths for each website visitor or vertical are two of the biggest failed results of past B2B website design. It’s time to put effort into building a better B2B website for your ever-changing enterprise, which means creating a robust, dynamic and flexible web presence that is fuelled by technology and capable of delivering lead nurturing content to each B2B persona. This can and should be done in 2014.
How must your business plan for the best B2B website design and development?
Your modern website isn’t just a brochure-style presentation that forms a group of static pages. It’s a dynamic and an ever-changing gateway to your business, your thought leadership and, eventually, your products and services. Gone are the days of redesigning your website and putting it behind you. You need to invest time and money into maintaining customized apps and tools, such as marketing automation; creating, targeting, distributing and curating content; and understanding each member your target audience well enough to nurture leads into longterm business relationships. You can’t do this without B2B marketing strategies that allow for website fluidity, meaning efforts can be allocated towards a web presence that grows with your business.
Planning for the best B2B website design and development requires a monthly and yearly attention to website updates; a steady commitment of time and resources; and determination to target content in ways that give the majority of business prospects exactly what they seek. This means choosing the right digital marketing partner that will go beyond a custom CMS to help you build rapport with each lead. Contact Inflexion Interactive about your B2B website design.
What are the best ways to measure B2B marketing and the success of your website?
Results, revenue and brand value are top of mind before, during and after a B2B website redesign, and the best ways to evaluate its success (and the eventual need to refine or update content) is to use social networking and feedback surveys to keep in touch with key decision makers; address changing needs for information by studying search activities; and, most pertinent to website performance, monitor changing behaviors. Beyond key page visits for each B2B persona and studying behavioral data by device is the need to respond to your visitors.
The way you respond to your visitors—whether it’s by creating and distributing content to segmented leads or by building a better user experience—is key to your longterm success.
Tweet. Post. Reach out to us about your B2B website design needs. We’re here to help.
