Having a beautiful website is one thing but actually getting sales from the website is another. If you have a B2B website then you probably already know about Search Engine Optimization or SEO, Search Engine Marketing or SEM, social media, Google ads, display ads, email campaigns, direct mailers, blogs and SMS marketing.
If you’re a smart digital marketer then people are already visiting your B2B site. But now you have to convert all these visitors into sales. You need definite leads and you need to ensure that you have a high ROI – return of investment. You therefore have to maximise your lead generation. We have a few tips for you.
Good website copy
Your copy needs to be easy to read, well written, to the point, interesting and entertaining. Hire a professional writer or copywriter to do your copy if you’re not a great writer. People go to a website and will only stay on your site if it is interesting. Be clear and concise and also be selective. Include the right things on the right pages and prioritize the product you are selling, the value of what you are selling and the benefits of the product, simply and immediately. Don’t forget to have your contact on every single website page.
Layout
Your website needs to be easy to navigate. Remember that your readers are looking at your site not only on their laptop or computer but also on their phone. Your B2B website layout needs to make it easy for a reader to find information and easy for them to go from page to page. Your layout needs to be vibrant, easy to look at, fun or professional or both depending on your line of business, and the most important thing – easy. A reader needs to be able to find what they are looking for with just one click. Again, a reminder to have your contacts easily visible. If you’re selling a product and people want to see pics, make your site visual and have a great gallery. When you build your B2B site, go through the many templates, and make sure you choose the one best suited to your business.
Be personal
To convert website visitors to customers you need to ensure that the visitor, the reader, trusts you. Your website needs to be credible. People may want to know who you are or who your leaders and staff are. A pic of ‘the team’ or the CEO, or both, are good ideas. S short history of your company, or of you, is vital. Be original, be real, never use stock photographs but hire a professional to do up to date and current pics, and more than anything, build trust. Share a personal story of your company’s growth, show pics of your team at a Christmas lunch or planting a community vegetable garden. Humanise yourself and your staff.
References / Reviews / Certificates
This is important. You need to have testimonials from current customers and you need to showcase any certificates that you may have, awards or certification badges. It can be a small icon in the corner, as long as it draws the customer’s eye towards it. If you’ve ever been in a magazine or newspaper, link to the article. Testimonials from current customers need to be real and credible. A testimonial is often the most important thing standing between your business and a sale.
Call to Action
Your Call to Actions (CTAs) are vital to general leads to your business. Your site needs to guide your reader what to do next. Prompt them to click, prompt them to watch a video, prompt them to go to the shopping page, prompt them to read your blogs or look at your catalog. Don’t be overbearing or over the top, rather be subtle but give the reader every opportunity to buy, or book, or order. Your CTAs need to make sure that they’re irresistible!
Lead Generation Tools
A B2B website that looks good, is bright, visual, has great copy and is easy to read and simple to follow, but super professional, is in itself a lead generation tool! Take note of all of the above, make good use of SEO, SEM, social media and all kinds of Digital Marketing, and you should have a very successful site and business.
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