There are many bad websites out there, especially in the world of manufacturing. B2B companies have always been fashionably late when it comes to marketing and design. However, manufacturers have now accepted the fact that they need a good website, yet most still resist upgrading their antiquated websites without extensive arm twisting—usually by sales staff.
The process of selling has changed drastically over the last 15 years.
Common sales tactics that used to feed the sales funnel have died or rendered themselves useless.
- Cold calling no longer works…fortunate since we all hate cold calls.
- The Yellow Pages is quickly dying, trying desperately to reinvent itself as the online directory alternative to Google.
- There’s an excess of industry magazines for your ad to get lost in, and fewer people spending time to read them.
- You can no longer ‘cold email’ prospects thanks to Canadian Anti-Spam Legislation (CASL).
Getting new B2B business in 2015 is based on two things.
- Waiting for someone to ‘Google it’
Thankfully building relationships and generating referrals work largely as they used to via phone, email or in-person. This is important as not too many manufacturers are excited to jump on the social media bandwagon. Consumer and retail products don’t have a choice, as social media generates the majority of their referrals and can make or break a brand.
Although social media channels such as Facebook and Twitter aren’t heavily used by business people, there is one suit and tie social channel—LinkedIn. LinkedIn continues to grow in use and effectiveness with the B2B crowd and has become a popular place to nurture relationships, ask for recommendations and influence referrals.
In order to generate more leads that convert your business, you not only need traffic to your website, you need a site that starts prospects down the path of saying 'Yes.'
Getting Found on Google
Making sure you show up when someone ‘Googles it’ is vital to your success. Just as you used to go to the Yellow Pages when you were ready to buy, now you ‘Google it’. People who Google your product or service are warm, qualified prospects, and you need to ensure your company shows up. Yes, they’ll still price shop for three quotes, but a 33.3% chance is better than no chance at all.
To show up on Google (and all other search engines) you need a website that is ‘Google friendly’. Google has many ways of assessing your website and deciding whether or not your company should be delivered in the results. They’re constantly changing their algorithm to provide the best search experience possible, however these are the basic, and most important, things that Google looks for on your website today.
- Does your site contain the keyword phrase that the person searched? (there are many best practices to integrating keyword phrases to improve your rankings)
- Is it made for mobile? (requiring that you have a separate mobile version of your website, or even better...a site built using responsive design)
- Does your website have authority? (meaning do others link to it about this topic, does it have a good amount of content related to this topic, are the links to the site from other quality and high-authority websites)
So if you’re getting referrals and you’re ‘Google friendly’ why do you need a killer website?
Whether you’ve been Googled, referred, or recommended on LinkedIn, the next thing everyone does is...you guessed it…they check out your website.
- Do they get the feeling that your company is trustworthy, reliable and professional? (your brand image)
- Do they instantly understand what you do, why you’re different and are intrigued to learn more? (your unique selling proposition or USP)
- Do they find the information they’re looking for quickly? (your service and product offering)
- Are they inspired to call, email, download more, or sign up to stay connected? (your call to action)
If you look at your website and can’t answer ‘yes’ to all of the questions, then you’re losing business. Your prospects are bouncing back to look at the next website on the list, or they’re off to get a referral from someone else. In order to generate more leads that convert to more business, you not only need traffic to your website, you need a site that starts prospects down the path of saying ‘YES’. Yes, this looks like a great company. Yes, I want to find out more. Yes, they sell what I need. Yes, I’m going to give them a call. And finally…YES I’d like to buy.
That’s why salespeople can’t sell without a killer website.
And that’s why we build killer sites. Check them out.