In the modern B2B market, your business website is no longer a minor portal with which to share basic information and contact details. Across the majority of industries, business websites now serve as the primary gateway through which you will attract and connect to prospective clients, as well as bolster relationships with current ones. As we’ve previously discussed, many potential clients will use the website of a personal service firm as the determining factor in whether it’s a viable option for their needs. As such, it’s crucial that you not only have a thoughtfully designed website, but you’re also using it as a tool to enhance the online visibility and presence of your business. Here are some ways you can accomplish this.
Place Educational Content Front and Center
When many prospective clients visit the website of a professional service firm, they are interested in quickly determining whether or not it can meet their needs. By creating a hub of information with which they can efficiently review the details pertinent to their pain points and your firm’s experience in addressing those, visitors can get a strong idea of how you can help them. Make sure this area of your website is easily accessible, highlighted within the navigation menu on your homepage. Rather than fill this section with marketing materials (like brochures and sales information) be sure it only includes strictly informational items, such as white papers, webinars, case studies, etc. Keep this library of resources updated with recent items so that it’s evident to prospective clients that your business is an engaged and active player in the market.
Use Premium Content to Establish Connection and Generate Leads
We’ve reviewed many times how website content is crucial. While your blog and other website content is freely accessible to all visitors and serves as a means of firmly establishing your business’s expertise in your industry, we’ve also touched upon how it’s good to not “put it all out there.” By reserving some information to deliver to potential clients as premium or gated content, you can use it as a means to establish a solid connection with them. Include offers of premium content unobtrusively within your blog and share it in exchange for a visitor’s name and email. Asking for additional information beyond this may deter some visitors, but these minimal details will be the most helpful on your end. Use the contact details to thoughtfully court prospective customers and keep your business fresh in their minds. When the time comes that they need services, they will be more likely to turn to you.
Make Sure Your Site Is Mobile Friendly
Our last blog post mentioned the value in making business websites mobile friendly, and it’s equally important within B2B industries. Mobile devices and tablets are increasingly ubiquitous within the business environment, and understandably so. They make it easy to quickly pull up information during informal discussions and ideal to use during client meetings out of the office. So when businesses are seeking out a personal service firm, it makes sense that your business’s website can easily adapt to whatever device they use to visit. Additionally, Google will recognize any mobile friendliness of your site and use this to adjust your rankings—ever important in increasing the online visibility and presence of your business.
Utilize Search Engine Optimization
Continuing on the topic of Google rankings, it’s important to discuss other methods of helping your website’s standing. By addressing various aspects of your site and effectively optimizing them, you can increase the chances that your business will be highly visible to your target audience. SEO strategies cover a massive spectrum, so we’ll highlight a few major ones.
Firstly, make sure your regularly updated content (i.e. blog posts) contains unique titles and meta descriptions—a short summary of content that helps Google (and thus, visitors) know what a page is about. Next, conduct research to determine relevant keyword phrases to include in your titles and throughout your content. When you effectively incorporate the phrases that people are searching for, the likelihood that you come up within their results increases significantly. Be wary, though! Keyword cramming is frowned upon by Google and can negatively affect your rankings. Make sure keywords are thoughtful and natural. Next, use alt image tags to give context to any images you have throughout your site. Regularly monitor your site’s UX to make sure page load time is ideal, use Google Webmaster Tools to keep track of performance and traffic (leveraging this data when developing new content), and also make sure you have security measures in place—another factor that Google is now using to determine rankings.
Keep in mind that SEO practices are constantly evolving to keep up with the changes to Google. Well-established businesses may benefit from having a specialized team stay on top of SEO.
Have Clear Calls to Action
We’ve mentioned before that Calls to Action, or CTAs, should be present throughout your site. These are direct messages to potential clients that tell them what their next steps should be. Without clear CTAs, people are more likely to move on. Usually included at the end of blog posts and thoughtfully placed in sidebar areas, CTAs should make it very easy for individuals to connect with you to learn more about your services and offerings.
When it comes to effectively reaching your target audience, it’s all about setting yourself apart from the competition—also known as brand differentiation. More than anything else, allow your firm’s expertise guide the information you share on your site. By clearly illustrating credibility and experience, people will be more willing to invest in your services. Business goals and philosophy should be clearly reflected in your site’s copy and imagery, and messaging and language should be consistent. Help visitors understand the people behind the great services you provide with staff bios and photos. Share details regarding recent projects and involvement in the community. Efforts to create emotional connections with visitors can go a long way in establishing your firm as approachable and grounded.
Make Site Navigation Easy and Intuitive
As we’ve discussed, there is a considerable amount of information that should be present on your site. When it comes to design and layout, however, you want to make sure that everything is organized and understandable. If at any time visitors find it difficult to locate the information they need or become overwhelmed by details, they may leave completely and look for options elsewhere. Make sure that font is legible and colors selections are not distracting. To avoid a cluttered appearance, limit the number of items in your homepage navigation menu. Utilize dropdown menus, and make sure they are logical and concise. It’s all of these nut-and-bolt details that can add up to a favorable site experience.
Bringing Everything Together Effectively
When it comes down to it, your website serves as a primary “face” of your firm. You want to ensure that you’re doing everything necessary to attract your target audience and keep their attention. The more opportunities to get your message in front of potential clients means a better chance in convincing them that your firm is the right choice. With all of the details that need to be addressed, the task can become overwhelming—especially when your plate is full with the day to day duties of running a business. That’s where we can help. With our expertise and attention, we can make sure that your website is at the front of the pack within your industry, getting you the visibility necessary for business growth. Contact us today to learn more about our specialized services.