Part 4: Be Recession-Proof – Marketing Tips to Protect Your Business During Unprecedented Times

Part 4 – High-Converting Websites

If you have been following our series on making your business recession-proof, it is imperative that B2B businesses align their websites in order to follow the best practices for generating digital leads. There’s a world of difference between having a website and having a site that performs well and accelerates lead conversion. In our final installment in this four-part series, we’re going to focus on what you need to create high-conversion websites.

Why Your Website Matters

Before we dive into the tips and tricks needed to create a high-converting website, let’s go back in time to the 1990s when people had no idea how impactful websites could be. Once upon a time, websites were really nothing more than digital business cards. Unlike the 90’s, B2B digital presence has become increasingly sophisticated, and so have internet users. With lead generation, sales funnel, and decades of research from expert marketers – we now have a host of information at our disposal to find new prospects and generate more business. You can now save time and money on marketing by consulting with experts who have been there and done that.

There are a lot of different ways that B2B businesses can maximize their marketing dollar, increase their ROI, and retarget different audiences.

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Creating a Website That Maximizes Conversions

First, understand that there is no single rule that applies to all high-conversion websites. Just look at Apple.com in comparison to Brooks.com. Both have good conversion rates, but they couldn’t be more different. So, rather than giving you a list of must-haves, we’re going to talk about what high-conversion sites do differently from sites that underperform.

1. Clearly Communicate Your Unique Value Proposition (UVP)

Take a look at any highly successful website (we mentioned two already) and you’ll notice something right off the bat. They all present their unique value proposition right away. There’s no question about who they are, what they offer, or how they’re positioned within their wider market.

2. Don’t Leave CTAs to Chance

You need CTAs (calls to action) throughout your website to direct visitor actions, but you can’t leave them to chance. You might think there’s nothing wrong with “Call us for more information”, but what if your audience needs something more? Test different calls to action to determine what works best in each instance and try to embed them throughout your value propositions.

3. Headlines Make a Difference

Every page on your site should have a custom headline, which is critical to your overall success. Studies show that most people, roughly 70% or more are skimming and scrolling through content on the web – while 30% read. Make sure your headlines guide your prospects through a clear and impactful journey through headlines.

4. Don’t Ask for Everything Upfront

You need to get visitors to opt in and give you their contact information but resist the urge to ask for pages and pages of info. Instead, keep your forms brief and circle back for more information later (a great option for an email).

5. No CAPTCHA

CAPTCHA is supposed to stop spam, but it ultimately does more harm than good. Consider turning it off and you might find that you stop losing conversions during the process.

6. Mobile

Every successful website is designed for mobile users first. This ensures an optimum experience for visitors using devices with small screens. And since most Internet traffic today is from smartphones, this should be a no-brainer.

In addition, a few other aspects of high-conversion sites include, but are not limited to: focusing on website load times, using high-quality images of real people, and adding chat capabilities. 

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In Conclusion

Winter is coming, and we need to maximize our dollars. Yet many businesses thrived during a recession including Netflix, Uber, Mailchimp, Groupon, Citigroup, and many more – and all of them used digital marketing to do it. It’s important that business owners and decision-makers focus on making smart choices with their marketing budget. Focus on strategic marketing that moves the needle. For a complete “leave-no-stone-unturned” understanding of your B2B marketing needs, book a free consultation with one of our digital marketing experts.