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Is Your Website Killing Your B2B Business?

Having a bad website for your business is like standing in front of a booth at an industry trade show in a rumpled T-shirt and sweatpants. Potential customers are going to see you, and that first impression probably isn’t going to encourage them to come shake your hand.

The customer’s first interaction with your product or service has long been known since 2005 as the “First Moment of Truth.” With the rise of the internet and new technology, sales teams and marketers now recognize the “Zero Moment of Truth” — when the customer is researching the offering online and deciding whether to make a purchase. If your website isn’t an inviting, easy-to-navigate place, or it doesn’t work on a mobile device, you’re likely to lose your customer before you even get a chance to introduce yourself.

So is your website killing b2b business opportunities for you?

No Signs of Life

So how do you know you’re losing business if you don’t even see the people who’ve swiped left? Here are some clues that you’re missing out on the big B2B party:

  • You’re using outdated technology or nonoptimized code and imagery that create long load times. Big surprise — no one likes long lines.
  • You haven’t updated your website design in a handful of years, and even employees admit the site looks bad. In a customer’s eyes, bad or outdated design translates to your company not being trustworthy. Even bad stock imagery can interfere with your message.
  • You have low rates of engagement even though your content is great. Your white papers are not being downloaded, your blogs aren’t being commented on, and you have few new subscribers to your email newsletter.
  • You don’t show up in searches like you used to. If you haven’t figured it out yet, Google only wants fun people around. So if Google says your website isn’t worth finding, then you probably have some annoying traits.

Finding the Good in a Bad Website

First of all — and this is the hard part for those closest to the project — pare down. By getting rid of unnecessary content (and there may be a lot), people will actually be able to focus on the best content. Trust me: No one wants to feel like they have to slog through War and Peace to find your contact information. It’s a great book, but yeah, no.

The quickest way for a website to set the tone is through the use of imagery. These nonverbal cues help the viewer understand the message. Keep the design simple with fewer pages, smart design hierarchy, more intuitive navigation, clean page structure, and bite-size pieces of information. At worst, your website won’t scare people away, and at best, it will turn a warm lead into a blazing hot one.

Need a fresh perspective on your website? Contact us.

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