10 b2b website mistakes you should avoid
TRANSCRIPT
B2B websites should have a distinct
flavour of professionalism in their design,
content and overall user experience. Not
having a website that can hit the right
chords could be costing you valuable
leads and conversions. Following are
some of the common mistakes people
make on B2B websites.
Moving sliders and breath-taking animations
are cool, but not on a B2B website. Moving
elements on the page can be especially
annoying to serious visitors and could distract
them from the call-to-action. According to
research by usability experts, it was found that
the information inside rotating/sliding banners
are often ignored by users.
If your prospects are not able to find your
website using the search engines, you won’t get
any leads. Search engine optimisation starts
with identifying the keywords that your target
personas are using and tailoring content
around that. Having properly optimized
headings, titles, meta tags, alt tags, image
names etc. is crucial when it comes to being a
search engine friendly website.
Nobody likes slow loading websites. This rule
goes for B2B websites too. About 40% of the
visitors would leave a website that takes longer
than 3 seconds to load. This speaks volumes
about the importance of having a fast loading
site. Besides, search engines favour websites
that are light-weight and load fast. Use a
website analysis tool like Pingdom to evaluate
and optimize your site for faster loading.
You should never rely on your visitors to figure
out what you provide and how you do it. It has
to be said loud and clear. If you don’t have a
clear value proposition displayed on your site,
you are missing out. Keeping it simple and to
the point helps. It is important to clearly state
how you can solve their problem without any
traces of confusion.
If your website doesn’t have a clear path of
conversion, the visitor might feel lost. A good
conversion path should have the following
elements:
• A piece of content that the visitor is
interested in availing
• A landing page
• A call-to-action button
• A form to capture the emails
• A thank you page/message after
conversion
Personalising your website to match the visitor
type is an important part of increasing your
conversion rates. Personalisation can be done in
many different areas like geography, source of
traffic or the buyer’s life cycle stage. Research
shows that customers love it when brands
provide them personalised messages and
offers. It is also known to boost the conversion
ratio owing to the improved targeting
If your website conveys different messages
across the pages, this could be a cause for
visitors to not trust you. Having consistency in
the visual aspect is as important as having a
consistent tone in the content you deliver. Being
consistent will help in the formation of trust
between your prospects and your brand which
will eventually lead to a purchase decision.
A person or business that constantly talks about
them is going to repel people. The right way to
do it is by trying to genuinely solve the
problems faced by your target audience
through your content first. This way, they would
find you as a great source of information which
instantly increases the likelihood of a
conversion.
You would have definitely visited a website
that had its last blog post published so long
back that it made you question if they’re still in
business. This is not a good impression to make
when a prospect lands on your website. It is
extremely crucial to always have updated
contact details, blog, client testimonials and
other important information that visitors might
want to check out.
Since your website would be the first thing
prospects discover about your business, it will
have a lasting impression on how they see you.
Your website should in fact, be designed with
focus to a buyer persona. The design, layout,
content and the page elements should resonate
with your prospects for higher impact. A simple
and minimalistic design is always recommended
for B2B websites.
