How has the recent crisis changed the way you go to market? What role does your website have in your business’s future growth? For many businesses, their websites have not been updated for several years. Their material seems out of date. Basic information is difficult to find. In many cases, there is no contact information available on the site.
Is Your B2B Website Mobile Ready?
Try to read the information on your website on a mobile device and you may find you need a magnifying glass to read it. The site frequently takes a long time to load on a mobile device. There is no way to contact your company directly from a product page.
Here’s a great article to get you thinking about The 8 Reasons Why Your B2B Needs a Responsive Website from a Creative Digital Marketing Agency. They made several great points on why you may need to update your website.
Several of my clients have put me on special projects to determine how things have changed over the past several months. They want to know what they have to do to stay in front of their best clients as we return to business as almost usual.
Uncertainty drives your clients’ decisions
I’m not so certain how long it will take to return to normal, but until it does you need to update your website’s capabilities to better represent your products and services. You need to make your website the center of your business development activities.
One thing is common when talking with my clients’ customers; they are being incredibly careful with how they allow they employees to interact with the outside world. They are working extremely hard to keep their teams safe. The liability is something every leader is considering as we return to work.
Your website must get clients to act
It’s not enough for your website to look good, it has to be easy to use by your clients and employees. It must easily support your business development activities. Work to enhance your customer’s experience during the buyer’s journey. Try seeing your entire website through the eyes of your clients.
Your website must incorporate new ways for your clients to learn about your offerings. Your customers and clients are becoming younger. They have different expectations during the buying process.
Are you preparing your business for the next generation of buyers ? How prepared are your people when it comes to working with people online and over the phone?
There are many questions I ask people when helping them evaluate the effectiveness of their current website. I’m not talking about how the site looks but how it supports your business development activities. Does your website support your growth objectives?
As you review your site, consider:
- Who are you trying to attract to your website?
- What do you want visitors to do when they arrive?
- Is your message clear?
- Does your website educate your clients?
- How customer focused is your website?
- Is it easy to navigate?
- Do you capture visitors’ information when they visit site?
- How consistent is your message?
- Is your website converting visitors to buyers?
- Does it compare favorably to the competition?
- Is it mobile friendly?
This is just the beginning of how to evaluate your site. There are additional questions that apply to your business and industry. We are living in an interesting time when not only is clients’ leadership changing but also how we do business is evolving very quickly.
Products and services that we’ve always thought required infield sales teams are being done by remote sales and business development teams. Having a website that supports and increases these activities means the difference between the success and failure of your business.
I believe a successful website is the digital foundation to growing your business in 2020. You might enjoy this article to get your thinking about How to Leverage Digital Marketing Capabilities to Increase Sales in 2020!
Over the next several weeks we continue to share ideas and strategies that we are implementing with clients to ensure their long term success. See you next week.