Effective Internet marketing requires a brand website that meets the needs of target prospects. In addition to answering all the questions potential and current clients may have about the brand and its products or services, strong websites exces ed visitors’ expectations for a pleasant user experience. With a major portion of communication between business-to-business companieand their leads occurring in the digital sphere, having an easily navigable and dynamic website is vital.
Brand websites are meeting users’ needs better
According to recent research from Kentico Software, nearly 3 in 5 people believe the websites they visit offer information in ways that have improved over the past five years. Specifically, website functionality, usability, content and usefulness are among the aspects survey respondents reported have been enhanced. Kentico noted participants ages 18 to 29 were more likely to state websites have improved when compared to their older counterparts, with 68 percent of these younger individuals reporting sites have gotten better.
Increasingly, brands of all kinds are focused on providing a website experience that caters to the unique interests of their target client base. Kentico stated 70 percent of all survey respondents said at least half the sites they visit cater to their personal interests. A little more than one-third said all the sites they visit seem personalized.
While people have noticed the sites they rely on for company information have improved to meet their needs more fully, Kentico noted website loyalty remains relatively low, with many Web users revisiting only a handful of sites regularly.
Improving the website for better lead generation
Because one of the main goals of social media, email and other forms of content marketing is to get prospective customers onto the company website, not offering a compelling user experience online defeats the purpose of these efforts. Here are two considerations to keep in mind when looking to create or improve a website:
- Use space strategically: Citing a digital marketing strategist, CIO magazine explained “visual clutter” on websites can be distracting and ineffective. Placing too many images, graphics and text on a page will make uninviting for prospective readers. Instead, maintain a simple, clear design on pages. It’s also important to avoid placing multiple unrelated calls to action on the same page.
- Research the target audience thoroughly: With the right website analytics, B2B marketing professionals can better personalize website content and navigation. Understanding how the majority of website visitors are led to the site, what they seek and which pages they visit is key to making their experience more enjoyable.