Understanding how to evaluate B2B websites.

Is your website helping your business achieve its goals? A common mistake we see is the "set it and forget it" mentality—you get your website up and running but fail to update it or even read through the pages. Think about it. Your business changes over time, new markets are developed, designs become outdated and even the way you speak to customers evolves. Your website should reflect how you're operating and be up-to-date with the latest best practices. One of the easiest ways to improve your B2B site performance is to evaluate and update it based on key criteria.

Evaluate the goals of your site.

Is your website drawing in quality leads? Answering relevant questions? Leading visitors to the best solution? And what metrics are being used to evaluate this? Creating a high-performing website requires a solid understanding of your target audience and unique value propositions, which is only possible by doing a deep dive that includes representations from every department.

Every department can benefit from a website overhaul—not just sales. What are frequent questions sales and customer service are asked? Are your team's answers consistent and accurate? Creating content in response to those questions will not only result in higher quality leads and improved customer satisfaction but can also serve as training materials for your reps and distributors.

Having a marketing agency present to guide the discussion can help ensure the right questions are asked, each department has input, and a fresh look is truly taken. We find it's easy for clients to become burdened by the "curse of knowledge"—they know their product/service so well that they don't see what gaps in understanding customers have and other ways their company can stand out. The right agency will be your guide to uncovering messages that resonate with your audiences, identifying new opportunities and building a website with the capabilities to grow as your business evolves.

Take a fresh look at your target audience.

When reviewing a B2B website, it's crucial to start by understanding your target audience. After all, their needs, expectations and preferences change over time as solutions improve and new ones enter the market. What are their current needs and pain points? Your site content must be tailored to address specific challenges and provide relevant solutions.

Additionally, analyze your competitors' websites to gain insights into their target audience. Are they targeting an audience you're missing? What is their tone & manner? How do they present themselves? You should also check out their social media accounts to get an even deeper understanding of their messaging strategy. 

By understanding your target audience, you can create a website that speaks directly to their needs and desires, increasing the likelihood of converting visitors through strategically placed call-to-actions and forms.

Review search engine performance.

To ensure your B2B website is visible to your target audience, SEO optimization is critical. This means continually implementing SEO best practices to improve your website's ranking in search engine results pages (SERPs). By optimizing your B2B website for search engines, you can increase its visibility and attract more organic traffic, ultimately driving business growth.

Start by conducting keyword research to identify the terms and phrases your target audience is using when searching for products or services like yours. Incorporate these keywords naturally into your website's content, meta tags, and URLs. The Google Search Console is a free tool that's a good place to start.

In addition to keywords, optimize your website's loading speed, navigation structure, and internal linking to improve its overall user experience. Search engines prioritize websites that provide a seamless and accessible browsing experience for users.

Find what keywords are missing.

Pay close attention to the use of relevant industry keywords, especially on your home page and key product/service or industry pages. Using the right keywords is essential for improving site visibility in search engine results and attracting qualified leads. 

From the moment a user lands on your home page, it should be clear what your company does, as well as the leading customer benefit. And remember, your website needs to incorporate keywords naturally and strategically. Avoid keyword stuffing which negatively impacts your website's ranking and user experience. It's a delicate balance of crafting creative, benefit-oriented copy without causing confusion about what your company offers. 

Consider the intent behind the language your target audience is using. Are they looking for information, comparing products, or ready to make a purchase? Tailor your content to align with these different stages of the buyer's journey to maximize the impact of each word. Having a blog or Knowledge Center with thought leadership content goes a long way to improving the ranking of your site and bringing in the right leads.

Enhance the mobile user experience.

In today's mobile-driven world, it's crucial to ensure your B2B website provides a seamless mobile experience. Did you know people tend to have shorter attention spans when on their phones? Content must be concise and easy to consume.

Design is just as important. Review your website's mobile responsiveness and ensure it adapts to different screen sizes and resolutions. Test its loading speed on mobile devices and optimize any elements that may cause delays. Make sure the website is easy to navigate, with clear and intuitive menus and buttons. 

Craft compelling headlines and scannable content.

Compelling headlines are essential for grabbing the attention of your target audience and enticing them to explore further. According to the Content Marketing Institute, good content can generate three times more leads than paid search. 

Craft headlines that are clear and concise while highlighting the value proposition of your products or services. Incorporate the right keywords for search engine optimization.

Content also should be easy to scan. Use subheadings, bullet points, and short paragraphs to break up the text and make it more digestible. Incorporate relevant visuals, such as images and infographics, to enhance the overall readability of your content. 

Redesigning a website can feel like a 500-pound gorilla is on your shoulders. But it doesn't have to be like that. Partnering with the right agency can simplify that process, helping ensure your website works harder for your business—bringing in not just more leads, but the right leads.