If you’re looking to optimize your website, there are some common problems that B2B marketers face that you should know about before you try to tackle it. For your website to achieve the best outcomes for your business, it needs to be easy to discover, run seamlessly in the background, and offer a great experience to your potential customers. According to Advanced Web Ranking, as many as 67% of clicks go to the first five organic results. And, Marketing Experiments found that using the correct targeting and testing methods can boost conversion rates up to 300%. So, implementing a strategy that takes your website to the top of the search engines all while increasing your conversions and your wider marketing results is key to success!
Your site looks outdated
According to UK Web Host Review, 94% of people won’t trust an outdated website — and, as many as three quarters of people base an organization’s credibility on its website. So, keeping an up-to-date, attractive website is pivotal. When you’re optimizing your site for search engines, its appearance matters. Design a site that stands out and captures your visitors interest from the outset. Experiment with colors, language and layout, and identify what works best for your specific audience. Remember, it needs to be engaging from the moment they land — especially since, according to Sweor, it takes users just 0.05 seconds to form an opinion of a website! Be sure to make it count.
It’s taking too long to load
When your target audience is made up of busy B2B buyers, website speed optimization is crucial. In fact, Invisionapp discovered that as much as $2.6 billion is lost every year because of slow-loading websites. And, according to Neil Patel, more than half of shoppers state that loading speed is important to their site loyalty. From choosing the right host and reducing server response time to reducing the size of images and the number of plugins on your site, there are a number of factors that can impact your website speed. Conduct an audit and do what you can to make your website soar.
Your user journey is poor
According to Toptal, 90% of users will continue shopping because of great user experience. But, considering just how important this is, Skyhook found that only around half of businesses are conducting UX testing. Your website navigation should be intuitive, and your customer experience should be seamless from start to finish. Look out for broken links, ensure your form-fills are simple, and make it as easy as possible for visitors to understand what you do, get in touch, find you on social and make a purchase. Consider mobile optimization where necessary, too — Impact Bnd discovered that 52% of users said a bad mobile experience made them less likely to engage with an organization.
The content could be better
If you’re in B2B marketing, you won’t be able to ignore the popularity and success of content marketing. It’s an effective tool for nurturing leads and positioning your business as an industry-leader — but, it also plays a key role in helping to optimize your site. According to Impact, high-quality content and link building are the two most important factors used by Google to rank your website for search. If your content is not being posted regularly, isn’t loaded with relevant keywords, full of backlinks and highly relevant to your target audience, you won’t be getting the most out of it. Put content marketing at the heart of your strategy and design it with your ideal customers in mind.
Your calls-to-action are generic
According to a study by Copy and Check, websites have an average of 2.68 CTAs per page — and HubSpot discovered that personalized calls-to-action perform up to 202% better than generic ones. Don’t dismiss the impact of guiding you website visitors towards making a conversion, but remember the importance of testing what works best, too. After all, factors as seemingly small as the length of copy, the language used, and the appearance of a call-to-action can make all the difference when it comes to seeing conversions. Opt for personalized CTAs as part of a wider personalized marketing approach for the most impactful results.
Webeo is a leading website personalization software that transforms static B2B websites into engaging, bespoke online experiences. Utilizing a global leading database of business IP addresses, Webeo recognizes your website visitor and tailors your site in real-time to meet their needs. Users can alter the imagery, language, content, greetings and calls-to action displayed on their site, helping to create the perfect website for every visitor, every time. Boost your conversion-rates, watch your bounce-rate drop, increase the time spent on site, create the ultimate customer experience, and improve your SEO ranking — all through the power of website personalization. Discover Webeo for yourself and book your demonstration today!