A company's website plays a crucial role in inbound marketing. It allows you to generate commercial contacts and retain existing customers. However, finding new B2B customers is an arduous task. You must ensure that your company's website has the potential necessary to become a reference in terms of finding new commercial opportunities, starting with these 7 tips:
1. Testimonials
The basic concept is simple: people tend to adapt their behavior to the actions of others assuming that these are correct. In other words, the widespread mentality is that if the others do a certain thing, and you trust them, you feel right to do the same thing in return.
You can apply the same philosophy to your business website, your visitors and your prospects. They will trust other users who downloaded content before them, subscribed to the newsletter and signed a contract with the company.
Take an example: if you have a corporate blog , you will probably have a call to action that invites you to register to receive updates. Why not add a sentence that communicates the number of subscribers? The reader, in this way, feels that he does not want to stay outside this community and will be more inclined to enter his email address.
2. Redefine the call for action
The design of the appeal , after a certain time, may seem old and outdated. This is particularly true if used in different marketing channels. If all calls for action on a company's website are similar, they stop being valid in relation to the rest of the text. They decrease the chances of clicks, even if the user has not yet had access to the offered offer.
So put them up to date to make sure you always have a visitor at work. If you see a drop in clicks on the call for action, change them.
3. New offers
Modifying the appeal to action can considerably increase the number of clicks, but may not be enough. This is all the more obvious if the same offers for tenders are less and less attractive. Thus, the content proposed can be repeated in the long term, both from the point of view of their age and that of their content.
Even the best offers are not always effective. You must therefore take the time to create new ones, update and reposition certain offers that need to be revitalized.
At this stage, the performance analysis is essential. They can be based on evidence of the behavior and interaction of site visitors. After the analysis, you can make changes.
4. Upgrading the call for action for publication
As the previous paragraph suggests, you have just created and published a new offer. You want to test it with a call to action that will be included in the next article in the corporate blog. Over time, you could realize that the blog article becomes very popular and attracts traffic. The other sites mention it by links, the keywords for which you have been optimized are very well positioned in research on the web ... In short, everything is perfect, but the offer does not give the same result. Don't worry ! It happens to everyone!
After all, this fantastic position is still online and continues to receive as many visitors. You can therefore simply update the CTA (call to action) or the call for action by better performance. In this way, this whole traffic will not be wasted and will be exceeded. This will help improve the generation of leads in your business website.
5. Remove obstacles
What is the fluidity of your conversion process compared to the main users? Let's see what are the advice to prevent certain elements of the company's website to become real obstacles to the generation of leads.
- Reduce the number of fields to be completed in a form;
- Create personalized dismissal pages for each offer;
- Remove the navigation menu from the home page;
- Eliminate the appeal to the action of the home page;
- Share links to dismissal pages on social networks;
- Place the form to be completed in the first half of the home page;
- Use direct language (for example, download, subscribe, participate) in the call for action and the landing pages;
- Facilitate the conversion process for each device
Thanks to these simple steps, you will not miss an opportunity to achieve a generation of qualified leads for your business.
6. Test and optimization
As with any activity related to your marketing strategy , testing is the best way to improve the conversion rate. Indeed, you will base your choices on the analysis of real data. In the case of the call to action, it is advisable to test different elements: design, sizes, colors, text, police and position. Regarding the home page, however, experiences can be carried out on the same elements of the appeal to action. In addition, it is possible to test the length of the page and the number of fields to be completed in the form.
Please keep the test reports carried out. Thus, you will have useful information on user behavior on the company's website. Only practice and experience will teach you what works for your target audience. You can also optimize the pages from the planning phase.
7. The buyer's journey
The buyer's route is the purchase route that your personal buyers follow. It is the ideal customer you want to attract to your home. In the choice of the call to action to place the company's website, there must therefore be a logic based on the characteristics and needs of the personal buyer. There must also be a logic based at the time of the buyer's journey that is lived.
First of all, the offers must be classified according to the steps of the purchasing process in which they are processed. A new visitor may be interested in content such as an electronic book or a control list that does not require too much data. A more advanced user will be interested in a guide, a catalog or an in -depth study rather than a track almost ready to be purchased. It's up to you to choose the most suitable solution. However, you can offer a free demonstration version or product samples.
Inbound marketing is very important to give prospects what they need. However, the deadlines are critical, the content map will allow you to organize business within the company's website. To do this, you will have to base yourself on logic, common sense and marketing analysis carried out during the design of the strategy.
