January 04, 20194 min read
A good business website makes a big difference in your business’s relevance in your industry. A good site provides leads, closes sales, raises your company’s profile, establishes brand identity and otherwise serves your business 24 hours a day. If it doesn’t, something is terribly wrong.
Consider the retail industry as a great example of how swift, constant change in technology and market conditions can hit the bottom line. Numerous brick-and-mortar retailers have gone out of business (e.g., Bon-Ton Stores, Toys R Us) or pulled back significantly (e.g., Sears, Kmart, Sam’s Club) in an economy where consumer spending is increasing month over month. Many struggle because they failed to optimize their digital presence for their users.
The internet has revolutionized how retailers’ customers purchases products. In the third quarter of 2018, ecommerce purchases rose 14.5% over 2017 Q3. Retail businesses that don’t embrace change to serve their customers usually struggle to say in business. That’s true in B2B, as well, even for companies that don’t sell directly online.
B2B marketers, heed retail’s example. Strategically update your websites and digital marketing to remain viable. We have a few tips for getting the most out of your business website.
Reach Your Customers Where They Are
Users find what they want online in many ways, and they want immediate results. Typing search terms into a search engine is one of those ways, and inserting targeted keywords into content is still an important tactic to improving a business website.
However, Google Home, Amazon Alexa and Apple’s Siri have changed the search game, and marketing tactics must change to keep up. Achieving zero position and a grasp of the Google Natural Language Processing tool have become important in delivering the right content to your targeted client in an evolving search environment.
Consistency is Key
A website should be an integral part of your overall business plan each year. Consistent efforts to add and optimize content aimed at your targeted audience will improve your business website.
Consider the case of a manufacturer that builds and sells products to improve safety and space utilization in warehouses and manufacturing plants. This company emphasized a new digital content strategy. It researched the search habits and terms of ideal prospects. Then, it developed strategic website content aimed at responding to the needs and wants those prospects expressed in their search queries.
The result: A nearly 25% increase in visits to the manufacturer’s website when compared with the previous year.
After implementing a robust digital strategy, our client saw a nearly 25% increase in site visits.
We used the same approach for another client as well. Their result: a 10% increase in the number of highly specialized keywords landed the company on the first three positions on a search engine result page (SERP) and drove that sharp, sustained rise in visits.
This manufacturer applied the same digital strategies to other marketing platforms, including social media, email marketing, and digital advertising. This omni channel approach succeeded in reaching those ideal prospects.
This consistent, unified effort to promote targeted, quality information established the company as the thought leader in its industry, and that status drove new leads. When the company pulled back on digital advertising, traffic fell 24% within a month, demonstrating the importance of consistent efforts to reach targeted prospects.
Targeting Specific Users Improves Your Business Website
Many believe that website success equals big gains in traffic. This indicator certainly applies to brand awareness, but might not apply so much to sales.
For example, an architectural firm found that most of its website traffic related to a portfolio detailing past projects. That sounds good, but analytics showed that this traffic immediately bounced – that is, left the website.
The data showed that users were looking for information about the firm’s clients, not the firm’s services. These users left as soon as they realized that the site offered little about those clients. The architectural firm got traffic, but the wrong traffic, and it missed its ideal clients.
A new digital strategy pointed toward different keywords and content tied to how their ideal clients actually search. Prior to launch of the new strategy, the architectural firm’s website ranked for over 500 keywords, mostly related to past clients. Those keywords attracted about 400 less-than-ideal users every month.
After relaunch, ranking keywords fell by 50%, but ideal traffic rose 145% and the bounce rate dropped 11%. Most importantly, they experienced a 15% decrease in project page traffic and a 1,400% increase in traffic to the services page.
The Future of a Good Business Website
The internet undergoes exponential changes every year in tools, tactics, and artificial intelligence. Your business doesn’t necessarily have to stay on top of every change, but it does need to outpace your competitors. For retailers, that means constant change. For manufacturers and other B2Bs, the pace might be a little slower. But it’s still pretty brisk.
Consistently assess your site’s performance. Review the online behaviors of your targeted clients and adjust accordingly. Don’t be left behind. Keep up and make that website do all it can and should do for your business’s bottom line.
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