Five Things B2B Website Content Needs to Do to Engage Visitors
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Last time, we offered Kate Headon Waddell's advice on building the B2B website of your dreams. This week, we take a closer look at creating magnetic site content. In a post at the Marketing Interactions blog, Ardath Albee addresses the increased importance of B2B company websites—as more and more prospects go online to research products and services. How can you ensure your site sparks visitor interest and stands out from the crowd?
Albee suggests five things your site content needs to do to quickly engage prospects:
Immediately orient visitors. "You'd better make sure people can figure out what your company does, why they're staring at your webpage and what they should do/get—and do it fast," Albee advises. Dump the jargon and get to your core information.
Speak directly to them. Tell them what's in it for them. "Make sure your content speaks directly to them about stuff they care about—high-priority stuff," she says.
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Your site's content should lead visitors down a predetermined path of conversion. It should be very clear on every page what you want them to do and how they can go about doing that. Don't let your visitor get lost or distracted!
Good point, Nick. I'd also say that it's important when writing to remember that behind every business, there are people. So content has to strike the balance between being appealing to individuals and businesses, answering both "What's in it for me" and "What's in it for us"