Why do you have a website? Ultimately, you want to generate leads and business through it, right? But to achieve that, your site must be focused on conversion, says Mark O'Brien of Newfangled, a web-development firm.
At the B2B Forum, O'Brien discussed how to create a website that works for your company.
Then you need to develop a site that calls upon those three components to help you...
Attract. While you're going to attract those that are aware of your company and its offerings and those that are unaware, your site should focus on the unaware.
Inform. Guide visitors to areas that would most interest them and educate them during their time on your site.
Engage. You want to engage folks at three different stages of the buying cycle as defined by Mark: researchers who may make a future purchase (offer ability to sign up for newsletter or blog feed); evaluators (show them buying guides, case studies, demos, ROI calculators, etc); and purchasers (make it easy to contact you). You can use marketing automation software to understand site visitors' stage in the cycle.
Nurture. Remind site visitors that you exist (such as via newsletter) and reaffirm your expertise (as it solves visitors' pain points).
- Writers. Have writers who can convey expertise that addresses prospects' pains.
- Platforms. Mix up short- and long-form content along with viewable content, such as white papers, blog posts, and webinars.
- Editorial calendar. Plan out content creation to stay consistent. Aim to add at least 2,000 new words per month.
- Topics. Choose ones that show how your expertise overlaps with prospects' pains and interests.