Why your B2B website is haemorrhaging leads

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B2B website

Until recently it was oh-so easy. You built your attractive B2B website and you invited people to click through to meet your needs – either to shop online, or to request more information, to express interest in becoming a distributor, or join your mailing list. ‘Simples’ – to quote a well-known meerkat…

But things have changed – due to the hijack of the Internet by smartphones and tablets. As they become the majority choice for web surfing, no business can ignore the way in which websites must change to avoid losing –

  • Popularity
  • Search engine ranking
  • And most importantly, potential leads

Where the future leads

For some years we at Hannon Digital have been promoting our responsive website design production services, and many firms have benefited from the agility and user-friendliness of their sites when viewed on mobile devices. Sadly, not enough other companies, particularly B2B ones, have seen the need to do likewise. They have often fallen back on the excuse that most of their buyers continue to carry out product selection on desktop PCs: but this is a fallacy. Managers of all kinds increasingly work on the move and from home, and they are not impressed when they encounter sites that make it hard work for visitors to navigate and negotiate their way around.

If you don’t believe me, let’s look at your Google Analytics. You may be in for a big surprise.

The proof

Responsive websites

Google sponsored an independent study of 1088 American smartphone users in July 2012 (well before its search engine started to favour responsive websites and downgrade the rest). The facts were compelling:

  • A massive 74% of respondents were more keen to return to mobile-friendly sites than to conventional ones
  • And 67% said they were more inclined to purchase the products and services featured in good mobile sites

Conversely:

  • 61% were more likely to leave a mobile-unfriendly site
  • While 55% agreed with the statement that a frustrating experience with a site via their mobile “hurts my opinion of the brand overall”

Clearly you are likely to do serious damage to your precious brand image if your site frustrates and alienates potential buyers that you can ill-afford to lose.

Be Open and Honest

That is not the only failing that all too many B2B sites suffer from. Examine your own – what do your landing pages look like? Chances are, they will be like traditional product data sheets, giving merely an edited impression of what the particular product or service does. Please answer these questions:

Is there a call to action on each page? If the answer is, ‘we direct them to a response form on another page’ when they’ve already had to click on two, then it’s not a proper call to action. You’ve made them work too hard. Remember the mantra – ‘two clicks good: one click, perfect’.

Why don’t you give your potential buyers all the information? Too many designers have tried to talk you into ‘clean’ pages with lots of white space. They don’t know your business. If your clients typically ask you for lots of material such as safety data sheets, technical information, features that make your product special, and USPs, then give it to them. Long copy, laced (in a natural way) with keywords and links, is good for SEO as well. So are explainer videos.

Do you give your address and phone number on every page? I cannot believe that so many big B2B companies hide themselves and make it difficult or impossible to find out where their locations are or to phone them up. Ask yourself, do you find it off-putting when you are forced into filling in a form and giving a range of personal details simply to then be able to complete another form to send off to an anonymous person who may or may not respond? And if you were compiling a shortlist of potential suppliers, wouldn’t you favour one that is open to contact by whatever means of communication you desire, with no multiple-click requirement?

Is your wording really compelling? If one of your staff wrote it, probably not. Writing is an art, and it does not cost a lot, so don’t be tempted to skimp – because ‘rich content’ is exactly what it says. It earns you money. Buyers are people – they want to be seduced by an attractive, compelling proposition and a set of reasons why they should obey your call to action (assuming you have one).  Here’s mine – email me at colm@hannondigital.com and I’ll examine your current site and advise you on how I can make it maximise your lead generation and conversion. What have you got to lose?