Recognizing the importance of your B2B website is the very first step to harnessing its power for amplified results. Putting your site at the heart of your business strategy is your next step — to generate engaged opportunities, unlock vital visitor data, deliver tailored and engaging experiences, drive business revenue and empower your business to grow.
Conversion-rate optimization (CRO)
Optimization is a simple yet clever way to ensure your website is, at the very least, driving your visitors to take a desired action. Your website is a reflection of your brand — does the appearance match your company culture? Do the key messages reflect your values? Is it easy to recognize what your business does? From the moment a visitor lands on your site, it should be guiding them towards a conversion — whatever that might look like for your business. Your digital campaigns and content should link back to campaign-specific landing pages — and engaging calls-to-action should be placed clearly above the fold. Put simplistic user experience at the center of your site, ensuring a seamless user journey and an easy-to-navigate layout.
Delivering personalization and targeting relevant audiences
As many as 89% of digital businesses are investing in personalization and 80% report an uplift since implementing it. By breaking your audience down into smaller groups that share similarities, you can deliver an exceptional, highly-targeted experience to each of them — and that experience should span your website, too. On-site personalization ties your tailored marketing experience together, boosting the likelihood of conversion, delivering a better and more streamlined customer experience, and helps provide the most relevant view of your website to your potential buyers. Conduct research, invest in data, and gain an accurate understanding of the wants and needs of your buyers.
Actionable intel: who is visiting your website?
Your B2B website is home to extraordinary amounts of data. Your visitors, their on-site behavior, the pages that they’ve engaged with — and the ones they exited without a second thought. Implementing the right technology and tactics to unlock this data, and deliver it in a digestible way to the right people, is truly the only way to harness this information. Web Insights, for example, is an innovative solution that reveals who is visiting your website, key firmographic data about that business, and valuable contact details of its stakeholders. It alerts your team in real-time — so data is instant — and automatically routes information to relevant team members in your organization. This removes the need for on-site conversions, automating the lead generation process entirely.
Understanding your site: how is it used?
In 2020, a B2B website is more than a static brochure. As we rapidly enter an entirely digital way of working, your website becomes a direct portal to your business, a link to new customers and an opportunity to transform a one-time visitor into an engaged prospect, and eventually, a loyal customer. Whether its purpose is to inform potential buyers, showcase your products and services, lead the way in educational content, identify valuable leads for the top of your funnel, or even generate revenue through on-site transactions — or a combination of all of those elements — maximizing its potential is vital.
Web Insights cuts out the noise to deliver critical insight to B2B organizations, precisely where and when it’s required. Our premium software solution is a world-class business growth enabler, assisting brands to become more efficient and effective, capitalising on every website opportunity in real-time. Automated, intelligent lead generation, immediate website visitor insight and seamless integration — everytime.
Meet the author
Martin Boyle
Marketing Director
Martin has over fifteen years of experience in all aspects of marketing. He’s passionate about finding creative solutions to marketing challenges and leading teams to success. He’s a huge music and sports fan and loves spending time with his family and friends.