Revamping your B2B Website in the New Year

Revamping your B2B Website in the New Year

Revamping your B2B Website in the New Year

Regularly updating your B2B website is necessary to keep up with changes to the Google algorithm, as well as web design best practices. If it’s been a while since you’ve tested your site for optimum performance (an issue may B2Bs have), you risk not being found by potential customers. Here are a few tips to revamping your website to maximize good traffic.

Mobile Responsive Design

If your B2B website isn’t mobile responsive (i.e., viewable on mobile devices such as smartphones and tablets and adaptable to any screen size), it should be. With most consumers using their smartphones for web browsing and online research, a mobile responsive site is crucial to reaching your potential customers, especially B2B customers, who may be doing their research on their phones quickly between meetings or sales calls.

If you’re using a WordPress site, you can easily find templates that are mobile responsive; entirely custom websites are trickier, and require testing to ensure that they appear and function as you intend on desktops, laptops, tablets, and smartphones.

Update Metadata

Accurate metadata is critical for being indexed by search engines. Metadata, if you’re not familiar, describes the individual pages on your B2B website. Title metadata affects how titles appear in browser windows; meta descriptions are the text that shows up on search engine results pages, and keyword metadata designates a specific keyword for the page. Ensure that you have custom meta descriptions, a keyword designated, and appropriate title metadata for each page of your website, or search engines, and the potential clients using those search engines, won’t find your site.

Fix Broken Links and Redirects

Broken links annoy site visitors and can lower your search engine rankings. Luckily, they’re easy to fix. You can go through all of the links and all of the pages to ensure that they work, or you could use a tool like Check My Links. If you find broken links or 404 errors, you can resolve the issue by updating the link, if possible, or using a 301 redirect, which will help you maintain the original ranking power of the page, as well as the original keywords and metadata, while still helping visitors find the what they’re looking for.

Get Rid of Pop-Ups

Google has started penalizing certain kinds of pop-ups, called intrusive mobile interstitials, which your current site may be using. If your B2B website has a pop-up message that viewers have to dismiss before they can view the page content on a mobile device (aka a standalone interstitial), a layout where the top portion of the page looks like a standalone interstitial, or a pop-up that covers the main content of the page while they are looking through the page Google will penalize your site, as these types of pop-ups are intrusive and affect the viewer accessibility of content on mobile devices.

Completing these quick checkups on your B2B website can make all the difference in your search engine ranking and site performance, driving more qualified traffic to your site. For more on revamping your site to enhance SEO, check out our SEO Site Checkup. If you have questions on how to improve your B2B site’s SEO, get in touch. Our SEO experts can help you achieve excellent site rankings and implement SEO best practices. 

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Landing Pages: Why Your B2B Manufacturing Website Needs Them

Landing Pages: Why Your B2B Manufacturing Website Needs Them

Landing Pages: Why Your B2B Manufacturing Website Needs Them

If you’re looking to improve your B2B manufacturing website’s digital marketing ROI and the effectiveness of your paid search and pay-per-click (PPC) campaigns, you need to incorporate landing pages into your strategy. Landing pages allow you to control visitors’ interaction with your site and are a valuable tool in gathering visitor information to convert them to leads.

What’s a Landing Page?

A landing page is where visitors land on your site when they navigate to it from a specific interface, for instance, an ad on Google. More specifically, the term landing page is used to refer to a page that visitors land on where you can capture their information. These pages generally have limited navigation options (to keep visitors from wandering to other areas of your site and failing to provide their information) and offer something in exchange for the visitor filling out the form with their contact information, such as a case study, ebook, or whitepaper, which is called a content offer.

 

Landing pages are a super-effective way for B2B manufacturers to convert visitors to leads because they simplify the process. A landing page presents the visitor with two options: enter their information in exchange for the content offer, or navigate away from the page.

Why Use Landing Pages?

Directing visitors to a landing page, rather than the homepage of your B2B manufacturing website, ensures that they see content which is relevant to them and that they are directed to the content, offers, or calls to action that you want them to see. If visitors are directed simply to the homepage of your site, you risk having them navigate away.

Target your Buyer Personas

A landing page allows you to be extremely specific in your targeting, as well. For each of your different keyword campaigns, you can have different landing pages with content and offers specific to those keywords—a tactic that is much more effective than something general; visitors will be more likely to enter their information (convert) when presented with a highly relevant offer.

Track your B2B Manufacturing Website Analytics

Additionally, you can track the traffic and conversion rates of these landing pages to determine the effectiveness of the campaign and the content of the landing page itself. You’ll be able to track how many people navigate to the landing page from your ad, and what percentage of those visitors convert. With that information, you can adjust your campaign, landing page content, or content offer accordingly.

If you’re running ad campaigns but directing visitors to your B2B manufacturing website’s contact or homepage, you’re missing out on a ton of leads. A simple landing page that provides your visitors with value, a content offer, in exchange for their contact information will incentivize them to convert and will allow you to better calculate the effectiveness of your efforts and marketing ROI, in addition to increasing that ROI.

If you’re interested in incorporating landing pages and PPC and social media advertising into your digital strategy, we should talk. For firsthand experience on how we use landing pages to generate leads for our B2B manufacturing clients, be sure to check out the free case study below:

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