Web Design for An Online World - Part II
Part Two of the Series… Web Design for An Online World.
Read: Web Design for an Online World Part I. In Part I, we outline how a weak or outdated website is hurting your business. In today’s online world, effective websites have to be responsive, which means they must adapt to any size screen the visitor is using. And first impressions matter, for consumer and B2B. Since 85% of B2B customers search the web before making a purchase decision, the initial impression that a user gets from your site can have a priming effect on how they perceive future interactions with your business.
Everyone and everything is online.
In Part II, you’ll learn how your website can be an online power tool.
We make immediate judgements about a company and what it does based on the quality of their website. The look and feel of a website are the primary drivers of those all important first impressions.
Our expectations for websites to communicate accurate information has increased ten fold. No longer do we assume a business is operating. As the country gradually reopens or closes in the phases of the pandemic, I check websites and google listings before I go to see if a restaurant or shop is open for eat in or take out only. We want to see the menu, and do they have outdoor seating? We expect information to be up to date and to include safety protocols. When the information online has not been updated recently, my first thought is to assume they are no longer in business.
Does your site immediately answer the visitor’s basic questions with current, easy to read content?
When visitors come to your B2B website, at any time of day or night, they are looking for information to take action. Perhaps they are doing research and come to your site to learn. Or they want to get started with a quote. Maybe it’s a returning customer who wants to place an order and are looking for contact information. The bottom line is:
Your website must have accurate, recently updated information that is accessible 24 hours a day.
Source: Forrester Research half of potential sales are lost
Visitors expect immediate gratification. You have about three seconds to answer three questions before the visitor abandons your site.
What product(s) or services do you uniquely offer?
Who are you, and are you credible?
What’s the next step and contact information?
What products/services do you offer?
When a visitor sees the main headline and the banner image on the home page, it should immediately communicate your USP (unique selling point.) The USP is a statement that quickly communicates what your company does best. The banner (top) image or video visualizes what you do best with a headline that gets right to the point. It states what you do and why you are the best choice.
Stating the products and services is not enough. The messaging throughout the site needs to be tailored to your target audience and speak to what is important to the decision maker. Depending on the business and industry, the key message should focus on the results, cost, or benefits such as peace of mind, more time or improved infrastructure. Whether the payoff is improved quality of life, environmental impact, safety or savings, it has to resonate with your specific customers.
The content of your website impacts purchasing decisions.
Source: CMO Council
Great web design integrates informative content, video, and powerful images on your Home page. This means clear visuals and content that says what you do, why they should choose you and how to take the next step.
By providing resources on your site, you can better serve your market at the beginning and the end of the sales cycle. Easy to find resources such as quote forms, user manuals and case studies allow users to take the next step without having to wait for you to answer the phone. Content and sections we recommend include:
A short video that shows the product or service in action educates, answers questions and can move a prospect closer to a sale.
Content and infographics for complex or new technology explains How it Works and validates your expertise.
White papers and case studies are useful for prospects who are researching your company and want to learn and share with their team members.
Online RFQs and forms allow your prospects to get started when they want, on their time. You save time by getting the critical information you need to prepare a quote before you pick up the phone.
After sales resources such as product specifications, drawings, operations guides, and training videos provide added value and gives customers more reasons to come back.
Who are you.. and are you credible?
The logical next step for a visitor coming to your website is to investigate the credibility of the organization and leadership. Well placed testimonials and reviews on the home page communicate that other customers have had positive experiences. Well placed customer logos add credibility and serve as a visual cue that you have partners who trust your products and services.
For visitors who want to dig deeper, an About section should have a company profile, leadership bios, photos and contacts.
Presentation matters.
We live in a sound-byte, at a glance world. People don't read websites like a book. They scan. If they find what they're looking for and it’s easy to read, they will zoom in on what interests them. Some people gravitate to photos or images, and others prefer to read headlines only to decide where to focus their attention. There are standard places such as the footer and top navigation where users are accustomed to looking for links, contact and news.
Headings and subheads should chunk the information and give scanners a quick synopsis of each paragraph. If your site has a lot of content or products, consider adding a search button and resources section.
What’s the next step and contact?
In place of face to face meetings and live demonstrations, your website needs to be a 24/7 sales person and guide prospects along each step of the sales process. Once a potential consumer has checked out your site, he/she needs several options to continue research and take action.
Specific calls to action lead the visitor to the step they want to take
A well designed website will provide specific calls to action instead of general ones such as “Learn More.”
Research shows that specific commands such as See Product in Action, Request a Quote, Download White Paper, or Get Product Specifications” receive more clicks and put the customer in control of the next step.
While there are sophisticated tools such as online chat, it is more important that your site has easy to find and readable phone number, email, location and contact us.
Outdated or missing content works against you. Do you have products or services that aren’t yet on the website? Perhaps you’ve changed or dropped some services recently. Are there any projects or new partners to brag about? Do you need to update the FAQs? Have you added key messages and precautions about operations during coronavirus?
Are there pages or links that do not exist any longer? Check all pages and links for errors.
When a website has broken links or content that hasn’t been updated this year, users will wonder… ‘Are they still in business?’
Broken links and missing pages damage a site’s credibility.
I clicked on another marketing agency website advertising a free “Guide to Being a Top Blogger.” When I tried to download the guide, I got a 404 error message that the page didn’t exist. Their last blog was in 2017. Not exactly a top blogger.
Once your site is set…
Are you utilizing multiple ways to engage and attract leads from your website, as in blogs, white papers or social media?
The sales process is driven by information and education. Your website is the start of the sales or engagement process; leads and prospects are already interested and are seeking information.
How do you rise above the glut of information and sales messages that buyers are exposed to daily?
By creating and sharing content designed for your target audience, you’ll attract qualified prospects and keep them engaged.
By addressing issues or industry trends, you’ll come across as an expert vs a salesperson. Your company becomes a trusted advisor. White Papers, or Industry POVs can be very effective to make prospects smarter and help convert them to customers without overtly selling.
Capture leads with valuable “free” content in exchange for contact details.
When a prospect has “opted in” to receiving content such as a white paper or guide, the salesperson can focus on learning about his/her needs rather than pushing a product or service.
To attract people to your website, you have to rank high on search engine results for the key words and phrases your prospects are using. Search engines rank sites higher that update content frequently. Google’s search bots look for both high quality content and its relevance to someone’s original search terms.
That includes blog posts or news. When a prospect reads your blog and clicks on your site to learn more, they will be more willing to give you their contact if they see you as a trusted resource. A blog or guide addressing industry issues or topics can cast a wider net for searches. When the visitor fills the form and gets the document, you have started a relationship. It’s important to follow up within 24 hours.
Source: Hubspot - business blogging
Media attention and news can be valuable to improve search engine results and gain awareness.
When a spokesperson is quoted as an expert, or a project is highlighted by an industry publication online, the story could be getting higher results than your website. Content is carefully crafted to address hot topics and embed key words and search phrases.
Media coverage done right is a powerful third party validation that can assure prospects of a company’s credibility and expertise.
Social media adds power
Social media platforms are viable channels that can increase footprint and help attract leads. Facebook and Instagram are more retail and consumer focused, but it depends on your target audience. Whichever channel(s) you commit to, your website can link directly to those accounts.
For B2B, we recommend Linkedin. It’s a professional networking site, a platform for thought leadership and content sharing. It has over 610 million members and 303 million active monthly users. Company pages are a great way to publish content, news and interact with your employee’s networks. We’ll look closer at how to use Linkedin in future blog posts.
In this two part series, we’ve outlined how a website can be a power tool to attract leads and serve as a 24 hour salesperson.
Is your website responsive, aka mobile friendly? Does it adapt automatically to the size of the viewers’ screen?
Does your website reflect an accurate, and inspirational image of your company and brand?
Does your site immediately answer the visitor’s basic questions with current, easy to read content?
Are you utilizing multiple ways to engage and attract leads from your website, as in blogs, white papers or social media?