Today’s B2B companies rely on digital channels. At every stage of their buying journey , even long after sales reps have made the in-person sale.
Companies’ efforts to identify, cultivate and pursue opportunities “in series”, through B2B digital marketing. And through sales in a personal manner, are no longer sufficient.
The best companies adopt a “parallel” commerce engine, where digital and “in-person” strategies complement each other, at every stage of the multi-channel buyer journey .
This requires rethinking and redesigning the website How to Improve a B2B Website in 3 Steps
The digital channel most frequently consulted by customers at every stage of the purchasing process. Yet, the vast majority of B2B corporate websites are designed primarily to “transmit”, to tell the world three things: who we are, what we do, and how we help .
To help shoppers buy, you need a site that meets three critical (and very different) web design principles.
1. Give customers the opportunity to make themselves known
After reviewing many B2B websites across all major industries, we found only a handful of sites that intentionally invite customers into a conversation . They do this by stopping themselves from talking so much and providing visitors with the opportunity to share a little about who they are and what they’re trying to do , catering to their needs. We found few company sites that actively invite customers to get to know each other.
For example, some ask customers to identify their size and type of business as the first step to accessing the company website. This information allows them to offer customers a much more personalized web experience.
You can also design your site’s
Home page to allow shoppers to see the dimensions of reference that are most important to them before delving into the internal pages, and the choice of words and classifications that are made to position the website as a learning and purchasing tool for customers, rather than a transmission tool for the supplier, is very important.
We provide dependable, high-quality data at competitive rates to help you maximize your marketing exposure without going over your spending limit. Our Canada Mobile Number List offers a strong basis for any marketing strategy, whether america cell phone number list you’re trying to improve your telemarketing operations or need a trustworthy source for SMS campaigns. You can improve your marketing outcomes and establish a stronger connection with your target audience by utilizing our list.
Questions to ask yourself :
How do our customers define or see themselves?
What aspects/dimensions most influence the way they look at suppliers?
2. Propose our products/services in the language of those who are looking for them
In addition to inviting improving the quality of the automotive industry customers into a conversation, the best websites guide buyers to their solutions using their own language, rather than by telling them about their products/services.
It takes a little time to understand the asia phone number specific business goals your customers are trying to achieve, and once you have those, you need to organize your site using language that customers will immediately recognize based on those goals. That way, customers don’t have to ‘interpret’.
The goal is to make learning and purchasing online as easy and understandable as possible, through an easy-to-follow path that leads directly to the unique solutions ( value ) that we are able to offer.
Questions to ask yourself: How to Improve a B2B Website in 3 Steps
What help do customers seek from our category?
What specific language is best for our customers to use to solve their problems?
3. Help customers do what they need, on your site.
The best websites identify and then facilitate the specific tasks that customers come to complete on their website.
A cost calculator embedded directly into the website
Such a tool allows customers to independently calculate the costs of the products/services they are interested in, instead of contacting a salesperson. It is a simple and practical idea, implemented with a single purpose: to allow the buyer to move along his purchasing path, but remaining in his preferred channel of choice.
This process can be aided by inserting personalized calls to action based on the navigation information collected . So as to lead the user to complete, in an agile manner, the set objective.
Questions to ask yourself:
What specific purchasing activities do our customers complete on our website?
How easy is it to find support for these activities on our site right now?
Extra tip
Building a website by answering the canons of web design and the questions we have seen so far is very important.
Satisfying this element as well, means that the company website
Can be an irreplaceable tool for making your products or services known to old and new customers ( lead generation ), in a personalized way on their purchasing path.
Questions to ask yourself:
Is my website optimized for search engines?
Do I have the right content for my buyer on my site?
