How would you classify your website - is it a sales and marketing engine powering your growth? is Or merely a digital placeholder on the web?
Unfortunately, many of the websites in today's B2B market are still falling short. They might look pretty, but they're not driving significant volume of leads or supporting sales in the way that they should. It's not high-converting website. It's actually not converting much at all.
What's worse though, an underperforming website can cost you countless potential customers , allowing competitors to gain an advantage.
So how do you create a website that does that? One that offers an engaging user experience, is optimized for conversions, and clearly communicates your unique value?
In this article, we're going to dive into the makings of a high quality website, site structure, the type of content you need, and how it all fits together into an easy-to-follow framework. Let's go!
Quick note: Want to skip the content and chat with our website strategists? Book a free consultation.
Before you build a website or revamp your current one, you need to determine what you want the final product to look like and how you want it to function.
That means figuring out not just the look and feel of the site, but its purpose, structure, and how you want your visitors to interact and move through their experience - ultimately resulting in the outcome (whether that's form submission, reading content, joining a webinar, getting a demo, etc).
What it is: Every website should have a definitive goal or main objective, such as generating leads, selling products, or providing information. The purpose and foundational idea are the north star for your website's design, content, and functionality.
Why your website purpose matters: A website with a clear purpose effectively guides visitors towards the desired action, whether it's making a purchase, signing up for a newsletter, or contacting your organization for services. It shapes user experience by providing direction and focus, ensuring that visitors are not lost or overwhelmed. A website with a well-defined purpose is more likely to rank well on search engines, as its content and structure are optimized around specific goals.
What your website purpose should include:
What to avoid: Don’t dive right into building a website without a plan in mind. Otherwise, your site will be ineffective at just about everything.
What it is: Your page hierarchy refers to the structured organization of web pages within a website. This includes how individual pages are laid out and how they are interconnected through navigation. The hierarchy guides users in understanding the relationship between different content sections and the overall structure of the site.
Why website page hierarchy matters: A well-defined page hierarchy improves user experience by making it easier for visitors to navigate the website and find the information they need. It also enhances the website's SEO as search engines can more easily crawl and understand the structure and content priority, leading to better indexing and search rankings.
Tips for Clear Page Hierarchy:
What to avoid: Avoid a cluttered or confusing structure where pages seem randomly placed without logical connections. This can lead to a frustrating user experience and may increase bounce rates (the percent of visitors who leave the site after only viewing one page). Not to mention, disorganized or hidden pages are unlikely to rank in search results!
What it is: These terms refer to a website design that makes it easy for users to find what they are looking for without confusion or delay. This ties into the page hierarchy mentioned above, as it includes a well-organized structure, along with logical placement of elements, and clear labels.
Why navigation and user experience matters: Effective navigation is crucial for a good user experience. It allows visitors to easily interact with your site and find the information they need quickly, without getting impatient or frustrated. A website that is easy to navigate and understand keeps users engaged longer, reduces bounce rates, and increases the likelihood of conversion. Moreover, a positive user experience can enhance brand perception and loyalty.
Other elements that influence website user experience:
Strengthen your user experience with these tips:
What to avoid: Overly complicated menu structures and navigation paths that can confuse users. Avoid hidden menus or elements that require explanation, as these can significantly hinder the user experience.
Purpose of Your Website's Homepage: The homepage of a website serves as the digital front door to your business. It's typically the first page that users encounter when they visit your website, so it’s extremely important to get it right. The homepage should effectively showcase your brand's identity, message, and core values. It is designed to be an overview of what your business offers, giving visitors a clear understanding of what you do and how you can meet their needs. Additionally, it serves as a navigational hub, directing visitors to other important areas of your site.
Why it matters: The homepage is crucial because it sets the first impression for your site visitors. A well-designed homepage can establish credibility and trustworthiness. It also plays a pivotal role in reducing bounce rates by engaging visitors immediately with compelling content and clear navigation. Your homepage is your opportunity to captivate your audience, communicate your unique value proposition, and guide them deeper into your website, whether that's to learn more about your services, make a purchase, or get in contact with you.
What to Include on Your Homepage:
What to avoid: Don’t clutter your homepage with too much information or too many images. This can overwhelm visitors and detract from your main message. Also, refrain from using jargon or vague statements that don’t clearly communicate what your business offers.
Purpose of Your About Page: The About Page is a dedicated section on a website that provides comprehensive information about a company.
Especially for service-based businesses (and small companies), the about page is often the highest viewed page beyond the homepage. It should answer 2 key questions:
The About Page typically includes details about the company's mission, vision, history, team members, and other aspects that shape its identity and values. This page serves as a narrative that offers insight into the company's core principles and its journey, giving a face and personality to the business.
Why it matters: Contrary to what some expect, an About page isn’t just a filler page. An effective About Page is crucial for establishing credibility and building trust with your audience, as it allows visitors to get to know your company beyond just the products or services you offer.
This connection is vital in today's market, where consumers often make choices based on their alignment with a company's values and story. A well-crafted About Page can also set you apart from competitors by highlighting your unique history, philosophy, and team, thereby humanizing your company and making you more relatable.
What to Include On Your About Page:
What to avoid: Don’t be overly formal or simply list facts. This is your chance to connect on a personal level, so a lack of personality or storytelling can result in a missed opportunity to engage with your audience. Additionally, steer clear of overloading the page with too much text or technical jargon that might overwhelm visitors.
Purpose of Your Services Pages: Service pages are dedicated sections on your website that clearly describe the services you offer. Service pages are specifically designed to inform visitors about your services, their benefits, and how they can be purchased.
Why it matters: Service pages play a crucial role in converting visitors into customers. They provide detailed information about what your company offers, helping visitors understand how these services can meet their needs. Well-crafted service pages can effectively showcase the value of your services, build trust, and encourage engagement.
Best Practices for Effective Service Pages:
What to avoid: Vague or overly technical descriptions that might confuse visitors. The goal is to communicate the value of your services in a language that your target audience understands and relates to.
Also, ensure that service pages are not buried deep within the website structure, making them hard to find – this can lead to missed opportunities for engagement and sales.
Purpose of Lead Capture Forms: These are specific types of forms on your website that help gather visitor information, such as names and email addresses, turning visitors into potential leads.
Below is an example of a lead form used to capture top of funnel leads from a download for a growth guide.
Why it matters: You never want to leave a visitor wondering how to contact you or hear more from your business. These forms convert website visitors into leads, which is essential for building a customer base and driving sales. They're a key touchpoint for user engagement and information collection.
Tips for Effective Lead Forms:
What to avoid: Overly long forms with excessive information requests can deter users, as can unclear instructions or complicated validations. If this information is essential, you can always ask for it later.
Purpose of Calls to Action (CTAs): CTAs are direct prompts or instructions on a website that guide users towards a specific action, such as signing up for a newsletter, downloading a guide, purchasing a product, or contacting for more information. All lead capture forms will have a CTA, but not every CTA is a lead capture form (e.g., CTAs to call a number or purchase a product). Most businesses will have CTAs on their homepage which direct the visitor to relevant service pages.
CTAs are typically presented as buttons, links, or graphical elements that stand out from the rest of the page content. They serve as clear signposts for the user, indicating the next steps they can take to engage more deeply with the website or company.
Why it matters: Clear CTAs are pivotal in guiding your website visitors towards taking desired actions. Effective CTAs transform passive browsers into active participants, directly influencing conversion rates and the overall success of your website.
Tips for Effective CTAs:
What to avoid: Don’t use vague or generic language in your CTAs, like "Click Here," which does not specify the action or its benefit. Also, steer clear of placing CTAs in locations where they can be easily missed or mistaken for ads.
Also, overloading your website with too many CTAs can be counterproductive, as it may confuse or overwhelm visitors. When there are too many options, research shows the prospect is actually LESS inclined to take action.
Purpose of Blog Posts (or Articles): Blog posts are a huge opportunity to provide insights, information, or commentary on various topics and demonstrate your industry authority. In a B2B context, blog posts often focus on industry trends, expert advice, and solutions to common challenges faced by businesses in that sector.
Why it matters: Blog posts are a vital component of B2B marketing strategies. They serve as a platform for businesses to demonstrate subject matter expertise and thought leadership. This content not only helps in building trust with current and prospective customers but also plays a significant role in inbound marketing efforts.
By offering valuable, informative, and engaging content, blog posts attract potential clients, retain existing ones, and improve search engine rankings. They also offer an opportunity for businesses to address customer pain points, answer frequently asked questions, and provide insights into industry best practices.
Tips for an Effective Company Blog:
What to avoid: Don’t create content that is overly promotional or sales-focused, as this can diminish the trustworthiness of your blog. Steer clear of topics unrelated to your industry or your audience’s interests. Don’t just churn out derivative posts either: make sure you’re always adding your own expertise and insight to make your posts as original as possible, or find ways to make your content better than what’s already out there.
Purpose of Social Proof content: Profiles, portfolios, and case studies are comprehensive presentations of a business's previous work. For example, with SaaS companies and service-based industries, these assets showcase things like software capabilities, implementations, and outcomes. Case studies delve deepest, narrating the story of a client problem, the solutions provided, and the results achieved. They often include client testimonials, data metrics, and detailed project descriptions.
Why it matters: Portfolios and case studies are vital tools for demonstrating your company's capabilities and successes in real-world scenarios. They offer tangible proof of your expertise and build trust with potential clients. By seeing the direct impact of your services or products, prospects can better understand and relate to what you offer. This transparency is crucial for SaaS and service-based businesses where the product or service outcome isn’t immediately tangible.
Tips for Including Social Proof on Your Website:
What to avoid:
Purpose of an FAQ Page: A Frequently Asked Questions page should answer common questions that users might have (rather than just the things you want customers to know, a common mistake) This page usually addresses fundamental and specific queries about the company's services, products, policies, or general operations.
Why it matters: An effective FAQ page provides instant answers to common questions, reducing customer service workload and increasing operational efficiency.Plus, a well-crafted FAQ section can be an excellent tool for addressing sales objections and uncertainties, potentially removing barriers that might prevent a visitor from making a purchase or signing up for a service.
Tips for an Effective FAQ Page:
What to avoid: Don’t make a generic FAQ page that doesn't actually address the specific concerns and questions of your target audience. On the flipside, overloading your FAQ page with too much information or unrelated content can overwhelm visitors and detract from its usefulness.
Additionally, neglecting to update your FAQ page regularly can lead to outdated or incorrect information, which can frustrate users and harm your brand's credibility. Lastly, avoid making your FAQ page hard to find; ensure it is easily accessible from your website's main navigation or footer.
Purpose of a Pricing Page: While not necessary for every industry, in general a pricing page is where you can detail the cost of products or services, outlining various pricing structures, packages, and any additional charges or discounts. This is a critical component for transparency and clarity in B2B transactions, and a straightforward way to show the customer what they receive from you.
Why it matters: Essential for B2B businesses, a pricing page sets clear financial expectations, aiding in lead qualification and accelerating the decision-making process. It underscores transparency, aiding in building trust with potential corporate clients, and highlighting the value proposition of the services offered.
Tips for an Effective Pricing Page:
What to avoid: Steer clear of hiding the pricing page or complicating its structure, as this can lead to confusion and deter potential clients. Avoid non-disclosure of additional fees or costs, which can harm trust and damage your brand’s reputation.
Picking the best platform for hosting your website is an important step if you want to build a high-converting site. At Simple Strat, we’re big proponents of using HubSpot CMS (now Content Hub) to run websites, though there are many different platforms to choose from on the market today.
Here are just a few reasons why we recommend HubSpot:
Whether you’re building a new website from scratch, or want to migrate from your existing platform, Simple Strat can get you up and running with a HubSpot-based website, designed with the systems in place that are proven to get results.