From initially discovering your B2B website to searching for specific decision-support content, your website should be built so customers can intuitively navigate to find what they need. This blog post delivers 3 useful tips to optimize your B2B website so it works harder for you,
- Attracting new visitors
- Guiding prospects through your products and services
- Helping prospects find the information they need throughout the sales funnel
And whether you’re ready to optimize your current site, or scrap it and start fresh, WordPress is our platform of choice for building B2B websites.
1. Make sure your website content can be found in organic search results.
When potential customers are researching or searching for a solution to a problem, they turn to search engines like Google and Bing as a starting point. If they’re searching for the type of information that you’re providing on your site, you should make sure that your site’s content can appear in search results. Web pages should be written for two audiences: People and search engines. When “reading” a page, search engines match results to terms searched based on a few important factors:
- Presence of key phrases/keywords in page titles and page copy
- Presence of key phrases/keywords in page URLs
- How easy it is to navigate through content on your site, and whether the relationship between content makes sense (e.g. a Services page at /services/ leads to a specific service page at /services/service-name/)
How does WordPress help?
WordPress, out of the box, is already well-optimized for search engines. You can take that a step further, as we do, by using the WordPress SEO plugin from Yoast. This plugin adds an additional set of options to the WordPress editor, providing more control over how your site is “presented” to search engines. Standout features include:
- Control over search result titles and descriptions for every page on your site
- Analysis of how well you’ve optimized a page for a targeted keyword or phrase
- Quick indexing of your site in search engines through submission of an automatically-generated sitemap.
2. Provide alternate routes to navigate B2B website content
When someone visits your website for the first time, they’re starting a journey. What content they are ready to read next will depend on if they are an early or late-stage prospect—or somewhere in between. We try to guide the customer journey through the sales funnel with different tiers of web content:
- Needs/Pains pages: High-level content that empathizes with customer needs in customer language.
- Sub-needs pages: Same role as above, but depending on the complexity of your product, this level may or may not be necessary.
- Product/Services pages:This pages should address the following prospect statement: “Show me how your products and services will solve our problems and meet our needs.” This is where you ultimately want prospects to land.
On the high-level needs and pains pages pictured in this example, we’ve placed “What’s Next?” text links at the end of each page, to point visitors to relevant, supplementary content that will help move them along the sales funnel. We’ve also placed visual calls-to-action at the bottom of the page. These CTA widgets lead site visitors deeper into the product content on your site. Including in-page links also improves SEO. How does WordPress help? Use sidebar widgets or in-content links to point visitors to related pages that bring them further down the sales funnel. WordPress lets you search existing published content on your site when adding a link.
3. Add site search functionality
When visitors are looking for something specific on your site, they don’t want to waste time hunting around for information. If they’ve got a product name or code, you want to make the search experience as easy as possible for them to find the content they’re looking for. That’s the first reason you should add site search functionality to your B2B website. The second benefit of site search (that you may not have considered) is that it provides great insight into what content visitors are looking for. Using Pardot to track the terms used in on-site search queries, you can gather the information needed to generate a list of potential topics for future content development. Note: If you’re not using Pardot, you can do this with Google Analytics instead.
How does WordPress help? On-site search is a core WordPress feature and there are a number of plugins available that can enhance its native search capabilities. For example, we often use Relevanssi plugin, which lists search results based on relevancy, rather than publication date.