A company's website plays a crucial role in inbound marketing. It makes it possible to generate commercial contacts and retain existing customers. However, finding new B2B customers is a daunting task. You need to make sure your company's website has the potential to become a benchmark when it comes to finding new business 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 common mentality is that if others do a certain thing, and you trust them, you feel entitled to do the same in return.
You can apply the same philosophy to your company's website, visitors, and prospects. They will trust other users who have downloaded content before them, subscribed to the newsletter, and signed a contract with the company.
Let's take an example: if you have a business blog, you'll likely get a call to action that invites you to sign up for 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. Redefining the call to action
The concept of the call to action , after a while, may seem old and outdated. This is especially true if they are used in different marketing channels. If all the calls to action on a company's website are similar, they cease to be valid compared to the rest of the text. They reduce the chances of clicks, even if the user has not yet had access to the proposed offer.
So update them often to make sure you always have a visitor at work. If you see a drop in clicks on the call to action, change them.
3. New offers
Changing the call to action can significantly increase the number of clicks, but may not be enough. This is all the most obvious if the same proposals are less and less attractive. Thus, the proposed content can be repeated in the long term, both in terms of its age and that of its content.
Even the best deals aren't always effective. So you need to take the time to create new ones, update and reposition some offerings that need to be revitalized.
At this point, performance analysis is essential. They may be based on evidence of the behavior and interaction of site visitors. After the scan, you can make changes.
4. Upgrade the call to action for publishing
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 company blog post. Over time, you might realize that the blog post becomes very popular and attracts traffic. Other sites mention it by links, the keywords for which you have been optimized are positioned very well in web searches … 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 post is still online and continues to receive so many visitors. So you can simply update the CTA (Call To Action) or call to action with better performance. In this way, all this traffic will not be wasted and will be overwhelmed. This will help improve the lead generation of your business website.
5. Remove barriers
How smooth is your conversion process compared to primary users? Let's see what are the tips to prevent certain elements of the company's website from becoming real obstacles to lead generation.
- Reduce the number of fields to be filled in a form;
- Create custom landing pages for each offer;
- Remove the navigation menu from the home page;
- Eliminate the call to action from the home page;
- Share links to landing pages on social media;
- Place the fillable form in the first half of the home page;
- Use direct language (eg download, subscribe, participate) in the call to action and landing pages;
- Facilitate the conversion process for each device
With these simple steps, you won't miss an opportunity to generate qualified leads for your business.
6. Testing and optimization
As with any activity related to your marketing strategy , testing is the best way to improve 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, font and position. When it comes to the homepage, however, experiments can be conducted on the same elements of the call to action. In addition, it is possible to test the length of the page and the number of fields to be filled in the form.
Please keep records of the tests performed. Thus, you will have at your fingertips useful information about the behavior of users on the company's website. Only practice and experience will teach you what works for your target audience. You will also be able to optimize the pages right from the planning phase.
7. The buyer's journey
The buyer's journey is the buying path your personal buyers follow. This 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 on the moment of the buyer's journey that is experienced.
First, offers should be ranked according to the stages of the purchasing process in which they are processed. A new visitor may be interested in content such as an e-book or checklist that doesn't require too much data. A more advanced user will be interested in a guide, catalog or in-depth study rather than a track almost ready to be purchased. It is up to you to choose the most suitable solution. However, you can offer a free demo version or product samples.
Inbound marketing is very important to give prospects what they need. However, deadlines are critical, content mapping will allow you to organize business within the company's website. To do this, you will need to rely on logic, common sense and marketing analysis done when designing the strategy.
