For leading B2B companies, your website is so much more than a domain on the Internet. It’s a crucial platform that plays a key role in helping you identify and generate leads that will propel the success of your business. If you’re doing it right, your website will not only entice potential new customers, but it will capture their interest and give you the chance to make your pitch.
But moving your target audience closer to the buying process is a far-fetched objective if your site lacks basic design functionalities, like usability. Research shows if a consumer visiting your webpage finds your site to be confusing or hard to use, they’ll leave. More than ever before, the need for an impressive and intuitive user experience takes precedence in the big, bad world of websites. Take notes on the following tips to improve your website’s usability, enhance the customer experience, boost your conversion rate optimization, and ultimately increase your annual revenue.
1. Prioritize the product.
While you have a lot you want to show your audience, it’s crucial to remember that showcasing your products and services is of the highest priority. Your home page should feature your capabilities and clearly communicate what benefits your company offers to its customers. Think of it this way: your website should tell a story about your business, and in every version of it, your product is at the center. Does this sentiment accurately translate what’s happening on your site? If not, it’s time to make some changes.
2. Simplify the search process.
Let’s all agree on one thing. There’s nothing more frustrating than going to the grocery store for one thing and searching every aisle until you find it. The same holds true for websites. Case in point: Make it easy for visitors to find what they’re looking for. If someone wants to know what you offer, what your portfolio of clients looks like, or better yet, wants to ask you a question, you’d be doing yourself a disservice to make it difficult for your users to find what they need. Be sure to include an easy-to-locate search function that eliminates any possible frustration.
3. Minimize your pages.
Do what you can to eliminate unnecessary pages and minimize your user’s path when they’re exploring your site. Taking your viewers from one page to the next can make their experience feel long and unproductive, so identify what elements of the page you can do without and focus specifically on making room for the things that are most valuable to the user.
4. Upgrade your contact form.
When it comes to contact forms, there’s often a dispute between quality and quantity. Is it better to have more people fill out a shorter form, or to have less people fill out a form that will generate quality leads?
Many think the first option sounds like the obvious choice, but the reality is you want to get to know the people who have an interest in what you have to offer. Use your contact form to make meaningful connections with potential new clients and cultivate long-lasting relationships by asking the right questions from the get-go.
5. Know your audience.
When you’re writing new copy for a section of your website, you’ll want to implement an effective strategy that ensures your tone of voice and corporate vernacular resonate with your audience in the right way. Using business-heavy jargon can be confusing for your readers, so find a medium that allows you to indicate how you’re exceeding industry expectations while also talking to your audience in a way that’s relatable and simple to understand. Consider how you would talk to a potential new client in real life and apply the same approach and the same type of language in to your web copy.
All in all, make sure that your interface is easy to use, and that your product is the star of the show. You want potential clients to feel drawn to your company and product, so giving them a simple experience online will forecast the experience consumers will have when working with your brand.