Best Website Strategies for B2B
Websites are crucial to B2B marketing. Everything is digital today, and because of this, there is a greater need for accessible and quality websites. Not only does your content need to be top-notch, but your organization and optimization should also be high-quality. How, then, can you create an effective website for B2B? Keep reading to learn how to implement the best website strategies for B2B into your own web strategy.
Focus on Content Marketing
In order to have a successful website, you need quality content to drive and keep customers there. Mark Schmukler suggests this in his article, “Your Guide to a Smart B2B Website Strategy,” at Marketing Insider Group. Schmukler discusses how you need content and resources on your website that are actually helpful to your customers. If the content is not relevant to them, they will leave your site and be unlikely to return.
Think about what your average customer comes to your site for. Is it for distribution or to learn how to use your products? Highlight the most popular information in your content to grab your customers’ attention and keep it. Maintaining a website with quality content is one of the best website strategies for B2B.
Optimize Your Content
Optimizing your content is another one of the best website strategies for B2B. In order for customers to get to your quality content, they need to be able to find it. Make sure you optimize each of your web pages for a keyword. Track your SEO monthly to evaluate how it is going. If a keyword is doing poorly for a while, consider changing it.
You should also keep an eye on what keywords are popular for being searched. Compare your company to the other websites that are populating for those keywords to see if the keyword is a good fit. Keyword research plays a major role in optimizing your content. If you skip this step, your SEO will be misguided and will only harm your website.
Understand Your Customers’ Needs
For an effective website for B2B, you also need to understand your customers’ needs. Schmukler also discusses this as he outlines four types of user intent: navigational, informational, commercial, and transactional. Each user of your website could come with a different purpose. Therefore, have options on your website that will suit a variety of user needs.
For example, Schumukler notes how having different communication methods on your site can help different types of site users. He says that having different options like a chat, phone number, calendar, and pre-recorded demonstration videos can make your communication more effective for all users with varied needs.
You also need to have an easy-to-navigate website. Whatever your customers’ needs may be, they need to be able to find the information they seek easily. To help your navigation, avoid having sub-pages on sub-pages. Try finding different information on your site and then count how many clicks it takes to get there. Once you get past three clicks, your navigation is getting messy.
Create a Mobile-Friendly Site
Today, everyone uses their phones. From communication to research, phones are being used just like computers. Therefore, you need to make sure your website is mobile-friendly.
In Lee Frederiksen’s article, “7 B2B Website Best Practices to Enhance Your Online Presence,” at Hinge Marketing, he discusses how creating your site with a responsive design is the best tactic to ensure a mobile-friendly site. Frederiksen says that you can do this type of design in your CSS coding to make your site adapts and functions well on a mobile device.
Above are four of the best website strategies for B2B. By focusing on content marketing, optimizing your content, understanding your customers’ needs, and creating a mobile-friendly site, you will have an effective and successful website.
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