Does your B2B site need a redesign? 7 Questions to ask yourself
1.Is your site clean and easy to navigate?
Website design trends change over time just like fashion, décor, food, and music. Failing to update can make your business look stale and old fashioned. Do you really want the website equivalent of a 1970s leisure suit, a bouffant hairdo, or an orange shag rug? Many B2Bs operate largely online, so your website will be a potential client’s first impression, your digital front door. It’s essential to make the most of it and encourage clients to come on in!
2. Is your information crisp, clear and comprehensible?
You might have a lot of content and technical information to share, but most people don’t read through long paragraphs of text. Graphics, images, video, and crisp copy are effective ways to convey complex information.
3. Will my visitors understand our value proposition within 10-15 seconds of landing on my site?
Believe it or not, that is how long you have to grab your visitors’ attention. Don’t ask us, ask sources like Hubspot, Medium, The New York Times, or the Neilson Group. They all report that users leave web pages within 10-15 seconds unless they find a clear value proposition—in which case they stay much longer. And that’s the goal.
4. Will visitors know how to navigate my site?
Visitors need intuitive navigation cues to guide them. Where do you want them to go next? Is your company’s story the starting point? Do you want them to review your products and services first? Where you want them to begin and how should they progress? It’s your job to tell them!
5. Do you have clear calls to action (CTAs)?
What is the goal of your website? Do you want your visitor to email you? Or fill out a contact form? Subscribe to your newsletter? Follow you on social media? All of the above? Whatever the goals are, websites need clear, repetitious, and easy CTAs so that visitors know exactly what to do and how to do it.
6. Is your content up-to-date?
Because of the way many B2Bs operate, a website can easily be launched and then neglected. This reflects poorly on the business, making it look stodgy, old fashioned and out of touch. It may also suggest poor financial performance by implying the business is not willing to devote resources to upgrading and refreshing the website. In such cases, visitors may flee long before the typical 10 seconds.
7. Are you communicating with your current/potential customers on a regular basis?
It is important to make sure your customers hear from you and your team frequently. A blog is a useful marketing tool to maintain regular communication, keeping customers aware of new products, innovations, thought leadership, and other assets your business provides. In addition to the communication and customer relations aspects blogs deliver, they offer a strong search engine optimization (SEO) benefit—which helps customers find you online.
Let’s Get Started on your redesign! ABR Creative has worked with many B2Bs; we can help yours put your best digital foot forward.
