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B2B Marketing

Designing your Website for Successful B2B Results

In today’s competitive market landscape, virtually all businesses maintain some level of website. But, are they successful in attracting, generating and converting leads? Unfortunately, most fall short of these goals.

When designing your website for successful B2B results, consider the following tips:

  • Keep it Simple– As websites become complex, they also become increasingly less useful. Strive to present numerous pieces of information in a simple, easy to navigate manner. This can be accomplished if you clearly understand who your customers are, what they are trying to find and how they want to get there.
  • Minimize Technology and Design– While there is always a “next best thing” in website animation, graphics, or sound, most of these items customers detest. Website visitors often want the clearest path to their desired destination, with as few interruptions or detours possible. For example, pop-ups are often deemed by customers as unwanted and unnecessary. Steer clear of website gimmicks and opt instead for a clear, straight forward web design with easy to use navigation tools.
  • Provide Powerful, Meaningful Content– Content is the most important consideration when developing a successful B2B website. Offer relevant information about current products and services, including user manuals, guides, how-to-videos, and other valuable information that will ease your customer’s workload or burden. Make it easier to do business with your organization, not harder. Include your collateral materials on your website. And, if you currently accept customer orders online, ensure that you have a simple, easy to use shopping cart system that has a clear pathway. If you are seeking to improve the level of your customer relationships, also consider adding a blog to your website. Promote customer feedback received, offer incentives and discounts to blog followers, post relevant industry and company news and link to information that your customer base would find of value.
  • Offer Content in Simple Formats– Customers often prefer to receive or download materials in text or pdf format, versus flash or animation. Ensure that your materials are easy to download and potentially offer them in a variety of download options to appeal to a broader lead base.
  • Condense Information and Images– Most website visitors don’t scroll past the first, or second page of website content. Avoid placing several pages of information per page when constructing your B2B website.
  • Provide Easy Navigation– Choose a navigational scheme that makes sense to your users. And, ensure that your site’s navigation is easy to find and easy to use. When customers become frustrated, they navigate themselves to a competitor’s website.

Each of the above tips can contribute to achieving successful results via your B2B website. Keep in mind that revisions will be necessary in order to keep your website current. Solicit and accept customer feedback, make occasional modifications and monitor the results you are achieving from your site.

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Melissa O'Sullivan

Melissa has worked in digital marketing for over 15 years. She cut her teeth in the CSE models for various retailers and now spends most of her time building great brand development programs across social media. Melissa has been a contributor to MarketingThis.com since 2011.

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