Your B2B website should be a 24/7 sales person. Here are a few things you need to user test on your B2B website to make sure you are closing deals and engaging potential clients:
- Landing Pages
Mature B2B websites will undoubtedly have quite a few landing pages that people stumble upon when searching for content. Many times, a first-time website visitor will land on a page other than your home page. You need to know which pages are your most visited landing pages and consider how you can boost engagement and sales on these pages.
- Resource Selection
Educational resources are often a big part of a B2B company’s content marketing strategy. You need to analyse your website’s resources statistics to find out what your target audience is looking for. Not only can this help you when you are strategising new content for your business to create, but it can help you relook the navigation of your site so that website visitors can find what they are looking for quickly and easily.
- Your “About Us” Page
If a client is considering doing business with you, then they will undoubtedly check out your About Us page. Make sure you have information about your senior team, how long your company has been in business, testimonials and everything else you would need to convince someone to hire you. This is also the perfect time to relook your own social media presence as clients will research you on LinkedIn as well.
- Your Free Trial Requests
If you are selling a free trial or promoting some type of give-away, you need to keep track of how many requests you get in a month and where you are losing sales. This is a content strategy that needs to be carefully planned and executed so that your sales funnel works smoothly.
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