In today’s marketing landscape, the number of channels on offer can be overwhelming. We have so many viable options to choose from – social media, email, telemarketing – all with their own strengths and weaknesses in terms of bringing in business. On most occasions, the best thing you can do is prioritise your main channels that generate the most leads. When it comes to this important decision, websites often don’t come out on top.
One of the main reasons for this is that websites are seen by many people as a static thing – it doesn’t deliver many leads, if any, now, so why would it in the future? As a result, many businesses decide to put aside their website investment, as they don’t see the benefit of it. But, is this the right choice?
Well, the answer to this is complex, but the time and effort it takes to improve your website can lead to massive pay-offs. We’ve put together some good reasons here to show you how and why your website holds an extremely relevant role in your marketing activities in 2021.
Websites and B2B buyers?
A recent Forbes article provided some interesting data about how B2B buyers make decisions. The article stated that around 70% of the B2B buying process takes place online. All of this happens before even getting in touch with the firm and speaking to a salesperson.
The relatively high deal sizes in the B2B world mean that potential clients take research very seriously. How your website reflects your business and communicates your offering and your strengths is key to getting customers in 2021.
Reflecting your brand values
A well-designed and well-written website is where the quality, character and values of your organisation will be showcased. It will be the first reference for your potential clients to understand and get a taste of what you offer.
With the right strategy in place, technologically speaking it’s never been easier to upgrade your site. Bear in mind what will speak better about your business – fresh, up-to-date visually engaging content, a responsive design and concise messaging.
Improving the user experience
Investing efforts in a high-quality user experience will not only be appreciated by visitors but will also attract more to your site by ensuring higher rankings.
A successful user experience will bring key benefits. It will reduce the bounce rate, increase the conversion rate and level up the sentiment towards your brand. By improving the speed and technical performance of your site, you will also appease search engines, and likely be rewarded with higher rankings, bringing even more traffic to your site.
Converting more visitors into enquiries
Increasing the conversion rate on your site will ensure you convert traffic into all-important leads and enquiries. A better website will entice visitors to click in a call to action or to sign out your newsletter. The higher the conversion rate, and the better the experience, the more likely you are to convert them into customers.
Another reason to continue improving your website is SEO (Search Engine Optimisation). It’s essential to be visible to Google, and the best way to do this is through a well-maintained and frequently updated website.
A website that presents good and relevant content that is useful to the user is preferred by search engines. Google will automatically rank this content higher on the search results. And this is exactly what you want for your website – to be listed above your competitors and grabbing that all-important traffic.
Even though it can be easy to dismiss or de-prioritise investment in your website, investing in their improvement it’s essential for your business success. Websites have to continually adapt to the new trends and new customer needs. A website should reflect your organisation’s values and provide a great user experience.
Inflowing is a B2B marketing agency. We help B2B organisations do meaningful things with marketing – whether that’s getting more leads, more visibility, or supporting their sales teams.
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