As we embark on our marketing adventures in 2021 and say goodbye happily for 2020, we wanted to share our top must-haves for B2B websites for the year ahead.
Today more than ever, your B2B website is the crucial core of your brand communication. Gone are the days of trade shows, sales meetings, and dog and pony shows in your beautiful office. Your website is now the first interaction ALL prospects have with your brand and no doubt marketers are feeling the pressure.
To keep your head straight, here are the top three points to make sure your website is a success in 2021.
Strategy to promote quality transport
A beautiful website is only of great value if you bring quality traffic to the website. While a traffic strategy seems like a breeze, after 300 website builds, I am always amazed at how many marketers care about every detail of website design but seldom think about how they are driving traffic.
Your traffic strategy should be multi-layered – consisting of organic search, paid search, retargeting and referral. Documenting, evaluating, and maintaining this strategy on a regular basis is also important in order to increase this traffic over time.
If you’ve neglected your transport strategy, 2021 is the year you give her some love.
Growth-oriented design and content strategy
If we learned anything last year, change is constant. A user-friendly website with great messaging is no longer enough. At Bop Design we have always touted a flexible website that is easy to update. However, this has been proven last year. Not only have we designed, written, and developed over 30 websites, we’ve helped countless customers add content and design features to their website that are required for the rapidly changing business climate.
When developing a growth strategy, you want to determine what your website needs now, what it needs in 3 to 6 months, and what it could need in years. By implementing a design and content infrastructure to support this growth, you can accelerate change when the time comes.
Incoming lead management strategy
Yay – the hard part is over! You have filled out forms, requests for quotations, white paper downloads and chats – what now?
Not all inbound leads are created equal, and if you don’t have a strategy to get them down the funnel, it can hurt your ROI. Converting leads into long-term customer relationships takes time and collaboration between marketing and sales teams.
Author: Kara Jensen
Kara Jensen is the Creative Principal of Bop Design, a B2B marketing and web design and development company based in San Diego, CA. Kara is dedicated to communicating the unique business value of each customer and forging connections to target markets through strategic design and powerful marketing concepts. Kara has 10 years … Show complete profile >