Websites, now more than ever, remain one of the most important sales tools in any B2B company’s marketing arsenal.
Today’s customers are increasingly utilising digital channels to conduct research around major purchases, as the B2B sales process makes a shift from offline to online. A recent report from Think with Google, found that modern business buyers do not contact suppliers directly until 57 percent of the purchase process is complete. Whilst, by 2020, 85% of customers interaction with brands will take place without even speaking to a human (Gartner).
In order to attract new customers, and retain existing ones, every organisation needs to ensure that they have a website that is not only pleasing to the eye, but one that is also packed with excellent content. In this blog, we outline our top tips on how to create website content that engages and converts…
A key objective of your website should be to educate visitors. When writing website content, therefore, it is best to avoid overly technical language that is likely to be only understood by experts in the field. Instead, you should focus on providing a simple and clear explanation of your product or service offer. Consider your customer’s industry-specific problems and potential questions and answer them in a clear and concise manner throughout all website content.
Case studies can be a fantastic tool for showcasing the value of your products or services in real world applications. Not only are they a highly-engaging form of content – with 90% of buyers who read positive customer success content, such as case studies, claiming that it influenced their purchasing decision, according to Dimensional Research – but they also help potential customers find content that is directly related to the sector they work in.
An astounding 93% of B2B buying processes begin with an online search, according to HubSpot. So, when it comes to writing engaging and relevant website content, one of the most important considerations should always be search engine optimisation (SEO).
Including key words and phrases on your website remains very important, but careful consideration should also be given to aspects such as the number of internal links (hyperlinks that from one page on your website to a different page on the same domain), the use of relevant images and videos, call to actions and avoiding duplicate content.
An attention-grabbing headline is worth its weight in gold when it comes to B2B websites. It is the first thing any visitor will read and offers the biggest opportunity to increase click throughs from search engine results. By writing headlines, as well as supporting sub-headers, that are relevant and highlight exactly what visitors stand to gain by visiting specific pages on your website, you are more likely to entice a larger audience to your site and improve organic search traffic to your site.
You should also give careful consideration to the key words and phrases you include in website content, such as blog posts, company news and case studies, as these can also help drive organic traffic to your website by boosting your ranking on search engines such as Google.
At Shrewdd Marketing, we have extensive experience writing highly-engaging website content for clients operating in a range of industries. Head over to our services pages to see what we can offer your business…
By Jared Priestley.