Is Your Website Doing A Good Job?

Business, Marketing Strategy

Companies can pour a lot of time and money into updating websites. While a new look and feel is exciting and can be a great asset for brand building and awareness, the most important job of a B2B website is to further the buyer’s journey and optimize conversion.  Always remind yourself and your team that it is unlikely that your buyers surf B2B websites for fun.  That means they are arriving at your website (or a competitor’s website) with a purpose.  Making it too hard for the user to achieve this purpose, whether it is finding answers to basic questions or learning more about your specific solution, will probably cost you a lead or, worse, a potential customer. 

To make sure your website isn’t forcing users to work too hard, consider how easy or hard it is to find answers to the following set of questions: 

  • What does this company do/sell?
  • Is the product/service for me? 
  • If so, how will it help me?
  • Why is this company’s solution better than other solutions?
  • Can I afford it?
  • I’m interested, what do I need to do?

If it takes more than 1 click from the homepage, it is likely your website’s UX involves too much friction and it is definitely worth your time to figure out how to make it easier to navigate before losing leads turns into a much bigger problem for your team. 

TL;DR

Your target buyer is busy and searching for new software already takes a lot of time and effort; don’t let a poor website experience make it even harder. Ensure your website is working for you (and not against your customer) by checking for these 3 best practices:

  1. Main Navigation Menu includes the following sections: Our Solutions (product information), Who We Serve, Why [insert name of your company], Pricing*, About
  2. Call-To-Action for those interested in learning more about your product is clearly marked and highly visible above the fold of your site
  3. Homepage Hero directly and succinctly address who you are and what you offer

*Most of our SaaS clients don’t feel comfortable detailing pricing on the website, which is totally fine.  You can include whatever level of detail you want on this page – whether it is how pricing is determined or simply a form to contact the sales team for further information. 

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