Welcome to our 3-part series on how you can make your website a lot smarter, and work a lot harder. It’s a short post a week, each with some solid ideas.
In our experience, companies that implement these ideas have seen a 10% – 20% improvement in results – engagement, leads, and sales – within the first 6 months.
Part 1: Get a Grip
Your website is your core digital asset, the hub of your digital presence. It can be a much smarter, more powerful sales tool that will generate higher engagement, proactively move prospects along their consideration journey, and give conversion a big boot in the butt.
Or, it can lay there like a lox.
Is Your B2B Website a Library or a Cocktail Party?
Websites have become passive, where stuff resides, not where relationships blossom.
Take a look at your website and ask yourself whether it is engaging prospects and encouraging them to take action or more passively providing resources and materials without any real guidance as to how to use them and why they’re important.
The Billboard of Me
Is your website doing what your B2B prospects want and need it to do to move them through their unique consideration journeys? How do you know?
Here’s a quick challenge that will reveal the prospect orientation of your website – go to your website and under the Edit menu, go to Find. Enter a first-person pronoun, such as “we”. How many times does it come up? My guess is, a lot. Now try searching for a third-person pronoun, like “you”, as in prospect.
My guess is that this is the billboard of “me”. You can search some more, but you won’t find the money you are leaving on the table.
The First Step
Actually, there are two first steps:
- Get a better grip on the prospect-centricity of your website by taking our website self-assessment, Looking with Your Prospect’s Eyes.
- Look for next week’s post, Part 2: The Unrealized Potential
*I’d like to acknowledge the help and assistance of Wayne Cerullo, Phil Shelp and Andrew Schulkind in developing this post.
This series is adapted from a post originally appearing on the MENG blog.