A B2B website is not a mere aesthetic exercise. Aesthetics must serve the objectives, which are almost always focused on attracting qualified leads. This does not mean, by any means, that we should neglect design.
B2B-focused websites should be a work tool list of timor leste consumer email shared by the marketing and sales departments. And as such a "tool", they should offer the possibility of being integrated with other tools, such as digital marketing automation tools or the company's CRM, so that, by working together, the marketing and sales objectives can be achieved.
We are well aware of this need for marketing and sales departments. To help you, we have identified 10 basic pillars on which to build a B2B website aimed at capturing qualified leads:
Identify the needs of your potential client that your company can satisfy. Or, in other words, define your target audience, your buyer persona, exactly as we explained in the article Phase 1 of an inbound marketing campaign: defining the audience .
Build the entire content architecture of the website based on these needs. This is important because you should not tell your client what you offer, but rather explain to them how you can help them solve their problems. And they are not the same thing. It affects both the content you show and the structure of it to facilitate navigation throughout the problem-solving process for your buyer persona. Put yourself in their shoes and think like them.
Create a website made up of specific landing pages for each of these needs. I suggest you read this article Why a landing page is important in a lead capture strategy in which we discuss this topic.
Use forms with the minimum data you need to generate a contact base to work with. This means that the data you ask for in the form must be relevant to qualifying the lead. Does the date of birth help you? Do you think that in the B2B world it is a nice touch to wish a lead a happy birthday? Nope. However, it can be very relevant if they tell you the sector they work in or the position they hold in the company.
Include clear calls to action. Be precise and brief. Let your website visitor know exactly what they will find after clicking on your CTA. They are working and have just the right amount of time. Don't waste their time. Don't make them angry with your website because they feel cheated. Leave the mystery for novels and noir films.
Ensure the perfect functioning of the website on all devices: computers, tablets and smartphones.
It offers a website with all the legal information required. And there is a lot of it, and it is getting more and more every day. Get well informed with your legal team and leave things well tied up. We continue to be surprised by the number of websites, of important companies, that do not comply with current regulations. Then come the disappointments. And beware, the sanctions for these breaches are very high. Exorbitantly high.
Invest in design. Ugly things don't convert, they just generate rejection. In addition, they are the online face of your company. Being functional and direct doesn't mean you can't have an exquisite design.
Optimize it for SEO by following Google's guidelines , not some bright spark who can drag you over to the dark side and penalize you and make you disappear from organic search results. Pro tip: Go to Google's official website, download their Beginner's Guide to Search Engine Optimization , and apply their advice as much as you can. Don't be fooled by the word "beginners" in the title.
Promote it with the right resources based on your goals and budget. Relying on generating traffic exclusively organically is a mistake because the Internet is already too big and your competitors are moving. Set clear goals and take advantage of all the resources of digital marketing .
