Today, your company's website is much more than just an information portal. It is by far your primary marketing channel and, therefore, your biggest opportunity to engage your customers deeply. This is especially true in B2B, where products can be complex, and sales cycles are long. At such a crucial investment point, the decision can sometimes feel complex and overwhelming. Therefore, we have gathered our seven most important considerations before investing in a new website to ensure you make the right choice.
Start by reflecting on what you want to achieve with your new website. Do you primarily want to generate leads? Showcase complex products or educate potential customers about your services? Increase sales? Improve customer service or raise brand awareness? By clearly defining these goals, you ensure that your new website aligns with your strategic business needs.
A tailored website is a good website! Of course, it's the needs and preferences of your target audience that dictate the content, design, and functionality of the website. Map and describe your target audience's preferences and buying behavior, and tailor the website to meet their needs.
First impressions are sometimes everything! Ensure that the website reflects your brand identity and makes a professional and strong impression. The design, colors, fonts, and content should all consistently reflect your brand to create recognition and trust.
Your new website should be designed with search engine optimization (SEO) in mind right from the start. This includes practical aspects such as mobile-friendly design, fast loading times, and well-structured URLs, all of which contribute to better search engine rankings and visibility. By filling your website with interesting and relevant content that showcases your expertise, you strengthen both visibility and credibility. Also, reflect on which keywords are most relevant based on your target audience to be well-prepared for content creation.
A user-friendly website is just as important as design and content. An easily navigated website with relevant content helps visitors understand your offering, increases engagement, and thus, a greater chance of them returning. Ensure that the website is responsive and works well on mobile devices (since the majority of your customers will likely encounter it on mobile).
Remember that managing a website is an ongoing commitment and not a one-time task. Consider how often you will need to update the content and ensure there is a plan, together with the provider, for how this will be carried out. Ongoing updates are necessary to ensure that the website is secure and up-to-date, as well as for SEO purposes to match industry keyword trends.
No matter how good a website is, you need to drive traffic to it to achieve any effect. Ensure that you leverage the full potential of your website by integrating it as the hub of your digital marketing. With a clear and targeted channel strategy (such as search engines and social media), you can drive in relevant visitors and let the website do the job it's meant for. Also, make sure to use the data you can collect online from visitors to continuously evaluate the effectiveness of your marketing. If used correctly, your website can transform from a passive information portal to a powerful marketing channel.
A website is, therefore, a significant and valuable investment in your B2B marketing. With its help, you can effectively engage, communicate, and convert according to the customer journey, positioning your brand as an industry leader. By reflecting on these seven points, we hope you feel more confident in your choice regarding the type of website that you and your company need. Good luck, and feel free to reach out if you want to discuss your website ideas with us!
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