What's the best B2B website strategy for getting the word out, aligning with your buyers' journey, and selling more?
What does your B2B website strategy need to achieve?
Gartner says, customers use digital channels in all stages of their buying journey. Your website is a key sales channel and its primary purpose to support the sales process.
To sell, your website needs to:
- Be found for relevant search terms.
- Convert visitors to leads.
- Convey key insights during the sales process.
Continuous adaptation: The foundation of a modern B2B website strategy
In today's marketplace, you have no choice: Your website needs to be a living, breathing creature. It needs to adapt and evolve along with you.
Why? Let's look at a typical situation we come across with our customers.
Most of our B2B website customers approach us because they can't edit their website.
Typically, their website looks old, feels out of date or doesn't reflect who they are and what they stand for. But they can't do anything about it.
These websites are frequently build with the "big project" mindset. The customer paid a stockpile of cash for a several month website development project. Often in conjunction with branding work. Once live, though, the agency said good bye, and the site was no longer possible to update.
Such sites are often built by a branding agency as opposed to a sales focused agency. They are built on top of a complex CMS (Content Management System - basically the website platform) or are heavily customized.
This makes the site very difficult to update without the agency's help. And because of the complicated technical nature of the CMS or the customizations, it's difficult to get help elsewhere. You're locked in. And every little request is treated as a complicated ticket with long waiting times, and often high hourly costs. Even small content changes requires the agency's help, making the site stale, expensive to maintain, and unflexible.
Thus, the site doesn't adapt to your current situation and offerings. And this puts you out of touch with your customers in an evolving market. To sell, your website needs the ability to adapt to your changing customers journeys - which it hasn't now.
The iterative B2B website mindset
The opposite occurs when your website strategy is built with continous evolution in mind. This takes the opposite route:
- Simple CMS
- Standard competencies
- Focus on use-of-use and on empowering you to make your own changes
- Built and edited continuously and based on data
This makes you the owner and manager of your website, and changes the role of the agency to that of supporter and helper. This puts you in the driver's seat, and makes you able to make edits to your site on-the-fly, to test what works and what doesn't.
With this foundation in place, you can start building and iterating on your website and it's structure.
How to build and structure your B2B website
The foundation of your B2B website strategy is a structure that allows you to segment and target your customers with exactly what they need.
Start with a theory that answers the following questions:
- What are the challenges that our target customers experience in their daily business today?
- In which situations are they experiencing these challenges?
- What are the jobs they think they are trying to get done, and what are the jobs they are actually trying to get done? (See Clayton Christensen's Jobs to be Done).
- What solutions do we offer for these challenges?
- How can we group these solutions by Job to get done (see above) or Situations customers may find themselves in?
With the above work in place, you can start building your website structure.
Imagine your website as a tree. The branches are your blog. The leaves are your external posts, such as social media posts. The trunk is your front page. And the roots are your product and service offerings.
The branches (your blog) are inherently "unstructured". You don't need to limit the amount of blog posts you can have, and you can freely add posts as you go without considering the effect on the overall structure of the site. Leaves (social media and external sites) make it possible to spread your content outside of your own site. The unstructure nature of the branches and leaves make it possible for you to quickly test new ideas and measure what works. You should focus on trying to branch out as much as possible, because each blog post is a new possibility to get found on search engines.
The trunk (your front page) gives you a way to capture people who know people who are already aware of you. Here, you present your offerings, which jobs and situations you address for which customers, and why they should trust you. This is where you ask for their contact details, directly or by offering a company presentation, often in the form of a whitepaper about what challenges you address and in what way, in return for their email address.
The roots (your offerings) give you a way to present your solutions in a structured way that makes sense for your visitors. Here's where the initial strategy workin the previous section becomes really useful. Based on that work, structure your solutions in such a way that they correspond to the jobs and situations you address. Name the features after the jobs or situations so that they make sense from the customer's perspective and are found in searches customers actually make. This structure is simultaneously your theory about what customers want, and your way to test if this theory holds water.
A B2B website is like a tree. Leaves are blog posts. Trunk is home. And roots are your solutions.
How FunnelBud can help you realize your B2B website strategy
To build an iterative website strategy, you need an agency that wants to empower you, and tools that make it possible for you to independently of your agency edit and adapt your website.
We build your B2B website with an iterative strategy in mind. To this end, we provide all the technical help you need, but it is your job to add the content. We build the building blocks at your disposal, and provide tools that make it extremely easy for you to build almost any type of design you want based on these building blocks. And rather than a high project cost, we see you as a long-term partner, and the pricing structure reflects this: A low monthly support fee, where unlimited help, redesign, strategy and consultation is included.
Finally, we see your website as an integral part of your sales strategy. It's not a fancy digital brochure. It's not primarily a branding tool. It's a sales tool. To this end, your website comes included with advanced marketing automation tools that help you collect leads you get from your website, nurture them, and sell to them. And all the strategy and technical help you need to realize the full potential of these tools in conjunction with your website.
Learn more about our marketing automation services below and don't hesitate to get in touch with us if you want to discuss more!
SharpSpring: All-in-one Marketing Automation & CRM with help included
SharpSpring is an easy to use Marketing Automation and CRM solution that helps you get leads, manage your deals, and sell more. Complete with features such as contact tracking, lead scring and automations. Offered by FunnelBud a premium SharpSpring agency, complete with Professional Services and implementation at no extra cost.
Landing pages, newsletters, automations, segments and more. Rather than a bunch of tools - one for newsletters, one for events, one for lead scoring - let SharpSpring manage it all.
Contacts, accounts, business opportunities, pipelines, email sync, reports and more. Integrated with Marketing so you get leads right into the CRM. Work as one team in SharpSpring!
Want to learn more about SharpSpring?
No more juggling multiple tools. All your contacts in one place. Great features that help you get more leads, sell and align your sales and marketing teams. All customer communication saved in one place. Low cost, and Professional Services from SharpSpring experts included to get you going fast. Get in touch with us now and let's talk!