What happened: During the past 10 years since Websites hit the B2B markets a lot has been made of properly presenting a company’s products and services. Principles such as make the information easy to find, employ interesting design, create a consistent brand message throughout the Website, have an easy to contact us form and many other suggestions. What is driving this is marketers have begun to realize that searching on the Internet is how the great majority of all B2B buying decisions begin. This “early shopping” stage has become the focus of many “Website Redo Projects” in every major market segment, including printing, packaging and media communications.
How it works: If a marketer’s Website is not effective in attracting and retaining customer prospects and their requests for additional information, large dollars of new business can easily be lost to the competition. To ensure this process is successful here are a few ways to increase your Website’s effectiveness:
- Use highly focused copy that details the specific information buyers are looking for such as “Easy-to-use Digital Imaging Software” that emphasizes the product’s simplicity. Keep the copy short.
- Show the product in a short video demo, not just a photo of the product. Buyers like to see a product in action and prove to themselves how easy it is to use.
- Place this key information on your landing page/home page where it can be easily found by both the prospect and the search engines that will draw them there.
- Provide an “Offer Page Form” to signup for a free webinar, white paper, case study, and track which offers generate the highest response.
By following these simple steps your home page can generate as much as 300% more traffic than you are receiving now.