Not all websites are made alike, or at least they shouldn’t be. When it comes to B2B, things that are known to work in the B2C world become irrelevant or simply doesn’t work. It goes without saying that B2B websites should have a distinct flavour of professionalism in their design, content and overall user experience. The primary function of B2B websites is to propose a solution to the visitor, without confusing him/her with too much technical jargon. Not having a website that can hit the right chords could be costing you valuable leads and conversions. Here are a few of the common B2B website mistakes that many seem to make, and can be destructive to your business in the long run.
1. Moving elements on page
Moving sliders and breath-taking animations are cool, but not on a B2B website. Moving elements on the page can be especially annoying to serious visitors and could distract them from the call-to-action. According to research by usability experts, it was found that the information inside rotating/sliding banners are often ignored by users. This is called banner blindness. In short, sliders can use up valuable screen space and kill conversion at the same time.
2. Not optimizing for search
If you have a great looking website, that’s only half of the battle won. If your prospects are not able to find your website using the search engines, you won’t get any leads. To put it simple, you don’t literally exist if you are not in the first page of the search engine results since most people don’t go beyond the first page. Search engine optimisation starts with identifying the keywords that your target personas are using and tailoring content around that. It is comparatively easier to rank for long tail keywords and that’s where you should get started. Having properly optimized headings, titles, meta tags, alt tags, image names etc. is crucial when it comes to being a search engine friendly website.
3. Being heavy and slow
Nobody likes slow loading websites. This rule goes for B2B websites too. About 40% of the visitors would leave a website that takes longer than 3 seconds to load. This speaks volumes about the importance of having a fast loading site. Besides, search engines favour websites that are light-weight and load fast. Use a website analysis tool like Pingdom to evaluate and optimize your site for faster loading.
4. Having no clear value proposition
You should never rely on your visitors to figure out what you provide and how you do it. It has to be said loud and clear. If you don’t have a clear value proposition displayed on your site, you are missing out. Keeping it simple and to the point helps. It is important to clearly state how you can solve their problem without any traces of confusion. This helps establish a quick connection with your visitor and increases the chances of making a conversion. You should ideally communicate how you are different from your competitors for the prospects to consider you over them.
5. Not having a clear conversion path
So, you succeeded in attracting a qualified visitor to your site using social media or good search engine optimization practices that we discussed above. Now it’s time to make a conversion out of this visit. If your website doesn’t have a clear path of conversion, the visitor might feel lost. A good conversion path should have the following elements:
- A piece of content that the visitor is interested in availing
- A call-to-action button where they can click to avail it
- A landing page that clearly communicates the benefits of the downloadable
- A form on the landing page that can be filled in exchange for the downloadable
- A thank you page/message and accompanying email to the visitor along with the content
This path can be tweaked to suit your own audience type and business model.
6. Not personalising it for the visitors
Personalising your website to match the visitor type is an important part of increasing your conversion rates. Personalisation can be done in many different areas like geography, source of traffic or the buyer’s life cycle stage. Research shows that customers love it when brands provide them personalised messages and offers. It is also known to boost the conversion ratio owing to the improved targeting.
7. Lacking consistency between pages
If your website conveys different messages across the pages, this could be a cause for visitors to not trust you. And trust is one of the crucial prerequisites to make a sale. Having consistency in the visual aspect is as important as having a consistent tone in the content you deliver. Having a pre-planned schedule for the blog and sticking to it is one aspect of being consistent. Your readers should ideally be able to predict when your next blog post would go out. This consistency will result in the formation of trust between your prospects and your brand which will eventually lead to a purchase decision.
8. Being self-obsessed
A person or business that constantly talks about them is going to repel people. The right way to do it is by trying to genuinely solve the problems faced by your target audience through your content first. This way, they would find you as a great source of information which instantly increases the likelihood of a conversion. Prospects could even discover your solution when they are on the lookout for something else, if you have written about that something else.
9. Static Content
You would have definitely visited a website that had its last blog post published so long back that it made you question if they’re still in business. This is not a good impression to make when a prospect lands on your website. Websites that aren’t updated frequently will start driving the wrong traffic when the content becomes stale and irrelevant. It is extremely crucial to always have updated contact details, blog, client testimonials and other important information that visitors might want to check out.
10. Not caring about the UX
User experience is the overall look, feel and the quality of interaction that your visitors have with your website. Since your website would be the first thing they discover about your business, this will have a lasting impression on how they see you. Your website should in fact, be designed with focus to a buyer persona. The design, layout, content and the page elements should resonate with your prospects for higher impact. A simple and minimalistic design is always recommended for B2B websites.
Now that you know the dos and don’ts of building a B2B website, it’s time to go ahead and apply them to optimize your website accordingly to enjoy improved visitors and higher conversion rates. And, always remember that simplicity is the key when your target audience are busy professionals looking for enterprise level solutions. Apart from these, maintaining a website is a continuous process that needs evolving according to the needs of your target audience from time to time. However, make sure you aren’t making these B2B website mistakes or fix them up if you are.