Strategies For Top B2B Enterprise Websites
What customers really want to know is how you will solve their business problem. Some
technology companies are solving a problem your customer doesn’t even realize they had.
Over 76% of visitors to websites say the number one priority is being able to find the information they are looking for.
This doesn’t mean you need to install the best search engine on your website, actually, it's the opposite. A great website is able to present the information a persona is interested in learning about in a meaningful way without them even having to “search” for it.
Visitors to your website are coming to learn more about your offering. If they aren’t clearly presented with the information they are looking for in a meaningful way, they leave.
Make no mistake, the first impression of your brand is crucial to the success of your website.
Three major errors on your site:
- Your site describes your brand or products and services differently than your people
- Decision-makers are confused
- You haven’t articulated your niche or vision
Why it matters
Reduce bounce rates
Most buyers are evaluating multiple options including your direct competitors and potentially even incumbent solutions you are looking to disrupt. You need to be able to position yourself as a forward-thinking solution while mature enough to replace an incumbent provider.
Leave a lasting impression
The user experience navigation should feel intuitive for new and returning users. When users end their session, the website should leave a lasting impression about your brand, company strengths, and value propositions.
Increase conversions at the top of the funnel
Buying software for large organizations goes beyond your target persona. If your website doesn’t make you look like a mature organization your champion has to work harder internally to sell the benefits of your solution internally to their management team.
Differentiate from competitors
Most buyers are evaluating multiple options including your direct competitors and potentially their current solution you are looking to disrupt. You need to be able to position yourself as a forward-thinking solution while being a mature enough company to replace an incumbent provider.
Your customers’ first touchpoint is your website. You need to anticipate your customers’ needs and design structured conversion paths with the information they are looking for. Ultimately driving lead-conversion through top-of-the-funnel content and bottom-of-the-funnel CTA’s such as a Free Demo or Trials.