When it comes to B2B sales, digital engagement has become just as important as in-person strategies. So, to make the most out of your leads, you need to be investing as much energy in your website as possible. Building a seamless view of your company to convey to customers can mean the difference between making a sale or not, so rethinking and redesigning your site for the sake of efficiency and effectiveness is always a good idea. With that in mind, here are three steps you can take to optimize your B2B website.
1. Make visitors feel like a part of the conversation
Nobody wants conversations to be one sided and to be constantly talked over. The same can be said for digital engagement. Customers appreciate the opportunity to express themselves, so making sure your site isn’t all about your company and your company only makes customers feel more welcome and open to connecting with your business.
2. Speak in terms your target audience is familiar with
Use customer-centric language and focus on who your customers are and what their needs are, not just about who you are and what you can do. Take the time to understand the specific business objectives customers are trying to achieve, and implement language familiar to people with those goals. Don’t expect customers to try and translate whatever you write into terms they’ll understand; meet them at their level.
3. Help your customers get what they want from your site
Identify specific tasks that your customers come to your website to complete and make sure those goals are not only achievable but easy to navigate. Give your customers the tools they expect - and more, if you can - so they see your company as dependable, thorough, and convenient. Find inventive ways to become your customers’ preferred channel for whatever your website has to offer, whether that be educational purposes, industry resources, etc.
Your goal is to make online engagement as easy for your customers as possible, so they’re more willing to do business with you. So, keep in mind your customers’ identities, vantage points, and needs along every step of building and maintaining your B2B website, rather than just those of your businesses. For guidance, web design, and upkeep of your site, Clairant is always here to help. Give us a call today to start perfecting your B2B website.
Desirae Haluk is passionate about marketing for startups and small businesses. For the last 15 years she has held marketing executive positions for organizations both large and small. She realizes that her true passion is helping establish, grow and evolve startups and small businesses to make them successful and help achieve their goals.