The Biggest B2B Website
Mistakes
I recently interviewed Jaime Almond, an
Internet strategist who helps business
owners overcome technical and marketing
challenges so they can grow their
businesses online. Jaime provided valuable
insight on how B2B companies can improve
their websites to generate more leads.
In your opinion, what is the
biggest problem with most B2B
websites?
Often, B2B websites are too focused on
making the sale. Instead, marketers need to
build relationships with potential
customers and help their website's visitors
gather all the information they need to
feel comfortable taking the next step in
the purchasing process.
What are the top 3 ways companies
can improve their websites to generate more
leads?
1. Understand Your Customers'
Journey
To sell anything online, you must have a
solid understanding of your customers'
needs, goals and buying processes. Often,
the people who visit your website to
conduct initial research may not have the
buying authority to purchase your product.
The more you can support the researchers,
the greater the chances that they will
become advocates for your company and move
the decision forward to someone with buying
power.
2. Build Relationships with
Prospects
Understand that most companies have a
lengthy buying process, which means
customers will not make a purchase the
first time they visit your website. Offer
your prospects an incentive that fulfills
their need for more information. Incentives
can include a free trial of your product, a
free webinar, a complimentary consultation
or a white paper.
By offering an incentive in exchange for
your prospects' contact information, you
open the door for further communication.
3. Use Clean
Navigation
Many companies either don't post all the
information about their offer online or
bury the content deep within the website.
Structure your website so your prospects
take as few steps as possible to find all
the information they need about your offer.
If key information is buried under layers
of links, your prospects will get
frustrated and go elsewhere.
About
Jaime
Jaime Almond is an Internet strategist
and coach who empowers entrepreneurs
to overcome challenges in their
marketing or technology so they can
use the Internet to build quality
relationships and attract more
clients.
She is the author of To Tweet or Not to
Tweet, a report that
teaches entrepreneurs the 13 ways
Twitter can be used for business and
helps them determine whether it's right
for their company. Visit www.jaimealmond.com to
download the free report.
Do you want to reprint this
article?You can, as long as you ask
permission first by e-mailing me at
rachel@freshperspectivewriting.com.
I'll send you a short bio to include at the
end of the article.
|
