The True Value of Your B2B Website
Design & Development
Hearing a business say “Our customers don’t go to our website, we get them through referrals” is like nails on a chalkboard to me, as a marketer. This tells me that they’re not looking at the data. Your B2B website is so much more than just an online brochure – It’s one of the most valuable weapons in your marketing arsenal. The majority of B2B buyers are already 57% of the way through the purchasing process before ever meeting with a representative. That means that your potential customers are interacting and engaging with your website long before they reach out to a member of your team. Your B2B website is playing a critical role in the prospect’s first impression of your business.
75% of people base a business’s credibility on its website. Think of it as a virtual store-front. Yes, some businesses need to start somewhere, like a garage or basement, but if you want customers to take you seriously and you want to grow your business you’ll eventually need to bite the bullet and find a professional office space. If your business’s website is not up to par, you could be losing out on an average of ¼ of your customer base. Take a moment to put that in terms of dollars and cents. If you bring in 3 million each year, there’s a potential of $750,000 that you’ve missed out on because your website is outdated.
For any B2B company, it’s not enough to simply have an online presence – you need to be found. When set up correctly throughout your website, search engine optimization (SEO) has the ability to push your site in front of your buyers organically when they are searching. For a better understanding of how powerful an SEO-structured website can be, take a look at our client case study for Industrial Vacuum. By developing a landing page specifically for their target audience and creating content to promote that page, Industrial Vacuum was able to rank #1 for any search related to silica dust control – Even outranking OSHA!
Your Best Salesman
Your B2B website works 24/7, 365, providing content and information to visitors wherever and whenever they need it, and engaging them without taking up your resources and manpower. Having the ability to guide prospects through the sales funnel is where the true value really comes into play. When positioned at the top of the sales funnel, your B2B website can leverage useful content to drive lead generation for your business and nurture website visitors through the funnel to the purchasing stage.
Take a look at some of your basic website data with Google Analytics, especially if you’re a business that says “Our customers don’t go on our website”. Even a general overview can give insights into how many users are visiting, where they’re coming from, and what they’re doing on your website. Without going down a rabbit hole, these numbers can get pretty detailed. The nearly endless analytics available can tell you:
- Traffic by city
- Traffic compared over time
- How long users spend on a page
- How many times a button was clicked
- How far down a page users are going
- How high your site is ranking on search engines
- How high your competitors’ sites are ranking
- Keywords you rank for
- Keywords your competitors rank for
- Search terms used to search for you
- How many times your company is being searched per month
- How many times a form was filled out
- How many times a PDF was downloaded
- What time of day the pdf was downloaded
- And much, much more
Truly, the list goes on and on. For some more insights on reporting, check out the article one of our Digital Marketing Specialists, Emily wrote: 6 Handy Google Analytics Reports.
The True Value
To put a dollar amount to the true value of your website boils down to the numbers. Once you’ve looked at your current amount of traffic and conversion rate, you can set a reasonable goal of where you want to be and evaluate from there.
As a simple example, if you invest $10,000 in your website and project traffic increasing to 18,000 per month, with a conversion rate as low as 1% you’d receive 180 new web leads. Speculating that your close rate is 40%, your business would still have 72 new clients, and with a client value of say $5,000, you’re looking at $360,000 of new business.
Ready to Upgrade From That Brochure?
As your business grows, so does your website. Investing in your website is the best thing to do to aid this success. When you partner with the right web development company, your site has the ability to move visitors through the sales funnel and quickly generate sales leads and revenue.
Setting up a successful B2B website isn’t easy – but we can help strategize, build, and optimize it to work for you. If you are considering redesigning your website to generate leads and elevates results, we’d love to hear from you. Our team is ready to set you up for success!