Your website is the digital link between your company and your B2B buyer - but it needs to be able to be found by those buyers in order for it to be effective. If your current website isn’t generating you enough leads, it could be because it’s not speaking to your buyers well enough. A good B2B website isn’t just about looking good in order to stand out. It’s also about optimising it to ensure it’s being found by the right people, too. This can be done in four ways:
- Targeting the right people
- Creating pillar pages for topics
- Investing in micro-moments
- Link building
More B2B tech businesses are continuously competing to attract and generate enough leads that can be turned into profitable sales. Today’s B2B buyers have become more empowered and equipped with the tools and knowledge to know what kind of solutions they’re looking for that can help with their challenges.
If you’re a B2B tech business struggling to generate leads from your website, read the rest of the blog to learn four ways to make your B2B website stand out in a competitive market.
If the content on your website isn’t being seen by the right people, does it even exist?
When it comes to creating a standout website, it’s only effective if you’re able to target the kind of people you want to sell to (and who want to buy from you). Your website should be customer-centric and the foundation on which all your marketing and sales activity rests upon. This is where the importance of buyer personas comes in. Buyer personas are created using data-backed research that can help inform the content you put on your website. Ultimately, in order to “speak” to your prospects, you need to be able to understand their pains and challenges. This will allow you to write content that provides solutions to those pains and challenges - making it more likely that those prospects will buy from you.
2. Pillar Pages
Google’s evolving algorithms means the way people search has changed. It’s no longer about the direct importance of placing keywords all throughout your content in a bid to optimise for SEO. Google has become more sophisticated and is now favouring topic-based content to produce more relevant results for users.
By using our tip from #1, identifying your buyers’ pains and challenges will help inform the topic-based content that should be on your website. This content can then be brought together on a pillar page - like a longer blog post - covering all aspects of the topic you’re trying to rank for, linking to the more detailed blog posts (your topic clusters). This linked series of pages and posts indicate to Google that you’re an authority on that particular subject - resulting in higher rankings. Read this post by HubSpot to learn more about writing pillar pages and topic clusters.
B2B buyer behaviour has changed dramatically in the last few years - making them more informed than ever, with the want to make quicker decisions to achieve their goals. B2B businesses need to be able to adapt to meet the needs of their buyers as efficiently as possible using these three elements:
- Being Relevant - You only want to sell to people who actually want to buy from you, because you are able to provide the solution to their pains and challenges. In order to do this, you should provide relevant content on your website that is targeted at the right people at the right time.
- Being Swift - The use of mobile has now surpassed desktop and B2B researchers are not only using mobile on the go, but even during work with 49% doing product research according to a study by Google. This shows people want access to information as quickly as possible, so ensuring your website is optimised and responsive for mobile is key to providing a good user experience.
- Being There - When something breaks the status-quo for your prospect, this is the time to act. B2B companies need to be able to commit to “being there” for your prospects when they encounter a pain or challenge that needs solving.
4. Link Building
It’s not just on your website that you need to think about optimising, it’s also your off-site SEO that you need to think about. When Google’s PageRank algorithm came into play, it meant a change in the way website content was analysed. Instead of just looking at the content on a page, it also looked at the number of people who linked to that page. Then came the Penguin update, which analysed the quality of those links. Therefore, your off-site SEO is an important bridge in helping you improve your rankings in the search engine with good quality link building.
There are a few different off-page SEO strategies you can utilise, but link building is a good place to start. Link building can come in various forms such as:
- Directory links - Most online directories are free, so if you’re not already taking advantage, then you should. Don’t add your business to just any directory though, make sure they are good quality by using tools such as MozBar or Ahrefs to determine page and domain authority.
- Social media - Promote your content on social media platforms regularly and encourage your followers to engage with your posts. Search engines like Google look at genuine engagement rates as part of understanding how authoritative your website is.
- Create visual assets - Visual assets such as infographics and videos are a great way to gain links from other websites or people sharing them on social media. Try creating infographics that include lists or statistics on a particular topic and then promote them on social media platforms and upload them to infographic websites such as Visual.ly and Infographic Reviews for more reach.
With these four tips, you can use them as immediate ways get your B2B website to stand out against the competition and start generating more leads by:
- Ensuring to target the right audience who want to engage with your business
- Taking advantage of Google’s algorithms by producing a series of linked relevant content, placed onto pillar pages
- Mastering the art of micro-moments by providing relevant content, acknowledging your prospects’ pains and challenges and ensuring a smooth user experience
- Building authoritative links to quality, relevant websites
If you’re looking to improve your B2B website, download our eBook ‘6 Steps to Designing a B2B Website for Lead Generation’ and learn the key elements that make up an effective website in order to attract visitors, convert those visitors into leads and then nurture those leads into sales.