Your homepage is the digital face you show to the world. It’s the place where the first interaction with consumers most likely happens. That’s why it’s essential to make it work towards completing your goals, generating leads, and driving up results.
When we talk about the B2B market niche, there’re a few key specifications that need to be taken into account. Your audience is result-oriented, their interest is mostly in the logical effectiveness of a product or service, rather than how fun it is to use.
Also, comparative to the B2C audience, the cost is usually higher, and what you’re offering directly affects the business, its potential, productivity, and future development. All these facts imply that the final decision to buy a product or service requires much more comparison, research, and consideration from clients.
Furthermore, implementation of a new product or service is much lengthier than buying a coffee machine and finding a place to put it. It begins with the consideration process and continues long after that. You have to consider things like:
- The Use of Proper Images
- Ensuring Fast Loading Times
- Optimizing Input Forms
- A/B Testing
- Linking to Inner Pages
For many B2B services, implementation-time includes technical training of the client’s team and customer support afterward. Even if this is not the case, companies establish business relations and like to work with partners who’ve already proven to be efficient. Taking all this into account, the overall relationship with consumers in a B2B environment is much lengthier.
Now, as we’ve noted the key specifications of the market, let’s move to more practical advice on what your B2B homepage needs to generate leads:
- Know Your Audience
- Design for Mobile
- Add a Sticky Menu
- Start With a Clear Marketing Message
- Present Your Core Pages
- Use the Power of Video Content
- Leverage Your Experience
- Provide Hassle-Free Customer Support
- Call to Action
- Add an Opt-in Section
- Optimize for SEO
Know Your Audience
It’s the most important rule of business – you are creating something (CRM, Marketing Agency, WordPress Development Company) for a specific group of people. That’s why it’s essential to not only to have an overall understanding of who they are, but also to know them in detail, their interests, needs, and goals.
To generate leads and sell, you need to think of what your visitor is getting from your B2B Homepage. For example, let’s say your user measures success through the number of leads, and cost per each one for their own business. However, if your content is only promoting your services/product to be increasing the ROI index without explaining why, you’ll simply miss answering the needs of consumers.
What you’re offering might be outstandingly useful, but the fact that you’ve missed emphasizing on why and how will negatively affect your sales. To help you better understand your consumers and answer their needs, DevriX has made a thorough guide on psychographics.
Read more: How to Generate Top-of-Funnel Leads
Design for Mobile
As seen from the picture, little more than half of the global website traffic is from mobiles. That’s why it’s important to appeal to those users. A common approach in the web industry is to build sites “mobile-first” where the focus is on mobile devices and build on top of it for a desktop.
It’s essential to make your B2B homepage easy to navigate. This basically means a simpler and cleaner design that resembles the behavior of an app. Long pages are also well accepted by consumers, thanks to social media the customers are accustomed to scrolling and generally accept it well. Such a format also helps present all the essential information on your webpage.
This approach allows consumers to understand your brand and its messages more easily and thus stimulates lead generation. Furthermore, business clients would want to find out as much information as possible, compared to regular customers, before investing a substantial amount of money in your company.
Speaking of user experience, the whole process of going from your homepage to the services/products page to contact you, shouldn’t take more than 3 or 4 steps. It should also have alternative lengthier more informative roads.
However, your website should always be aimed at delivering a smooth experience for people at the decision stage of the buying cycle as your primary goal is to convert leads into clients. This is why it should be as easy as possible for a client to send you a request.
Add a Sticky Menu
A long page with a sticky menu is one of the smoothest, easiest to navigate designs a website could offer. Browsing through your B2B homepage, consumers could easily open a particular section without searching for it among all the content.
This approach helps align your design with the user behavior and offer a smooth journey. Furthermore, menus are like a map of your website. They help users understand how you structured your content and make it easier to browse the site.
From a content strategy point of view, sticky menus are great because they deliver the exact thing users are searching for at the very moment they need it. For example, seeing a service section on your B2B homepage that made a consumer interested in a particular service and having the website’s menu on top of it to select another page and navigate to it, is precisely what the user is searching for.
Start With a Clear Marketing Message
It’s essential to introduce your brand and what you are doing right at the top of your homepage. This approach will help you present your company and how it can help your audience, right away. A clear introduction builds a sense of trustworthiness in consumers and helps them orient better.
- Address the Consumer and Their Needs
- Give Information About Your Brand and Its Services
- Present to Your Clients What They Will Gain From Working With You
- Be Informative
- Include an Engaging Promotional Aspect
Let’s say you’re a SaaS brand that offers a CRM product that can be easily adapted to various businesses. A simple message like “Customer Relationship Management” doesn’t present any value to consumers. Think of something more attractive like “The most adaptive CRM solution on the market” or “A CRM that can be adapted to your business”.
It builds on what your product already is. It also presents a differentiating point for consumers at the consideration stage, letting them know your CRM could be adapted precisely to their needs.
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Present Your Core Pages
The first interaction with consumers through your B2B website will most likely happen on your homepage. This means that the user will browse through it before continuing to any other page of your website. That’s why it’s imperative to present all of your core pages on your homepage.
This approach will help consumers interested in a particular section to click on it and directly go to a page with more information about that specific topic. For your business, that means a clear path that helps you move leads down the funnel more promptly.
Listing the pages that have the most value for consumers, will also help you present all the information needed in an easy-to-grasp manner. For users, it’ll be even easier to navigate around your B2B homepage this way, they’ll be presented with a design that lets them skim through content and read more on the topics that interest them. Such an approach will also make the process of generating and converting leads faster and way more efficient.
First of all, no matter if you list your services or the benefits of your product, do it transparently. Make them easier for users to read and understand. It’ll emphasize your competitive advantages and elegantly make consumers memorize them.
This will allow your leads to compare your service(s) more easily with those of other companies when considering where to purchase from. Stating such differentiators will help you appeal to more leads and help them view you as a potential partner along the way to success.
Another useful thing to have on a services or products section are pricing tables or a “request a quote” button, especially for SaaS companies. It gives customers a clear idea of whether they can afford what you’re offering or not. Furthermore, listing your prices on your B2B homepage will help you build trust and strengthen communication with your users.
It’s also a good practice to include a free trial through which consumers can try what you’re offering. While they’re registering to get access to the trial, it’s a good idea to ask them to opt-in to your newsletter and give you consent to use their information to send them emails or for other marketing purposes.
Of course, don’t forget to add a button that will lead users directly to where they might “Select a plan” or “Contact you”. What’s also important is that you make this button into a call to action. It could be as simple as “Buy” or something more engaging like “Request a Quote” or “Compare Prices”. In the latter case, it’s essential to make it very clear for the consumers that it’s a “Buy” button and not something else.
Use the Power of Video Content
According to WordStream.com, “one-third of online activity is spent watching video”. This is just another statistic pointing to the fact that video is the king of engagement. Consumers adore it – as it presents information in a fun and easy-to-grasp manner.
On a B2B homepage there are two substantially beneficial ways to use video content to generate leads through better user experience:
- Transparent Video as a Background for the First Section – This is a soft approach to attract the attention of consumers to your introduction message and possibly the call-to-action button that goes with it.
Generally, such a video is not informative as it doesn’t have sound, a lot of the scenes are covered by text, and it’s basically a transparent background that moves. However, what it does is attract the attention of the user, just like a person waving to others on the street would do. It also helps present your brand’s identity and tell the story of your company.
- Informative Video – Such videos are immensely useful when you want to present somewhat complex information to large audiences in an easy to understand way. There is just one simple rule you should follow – do NOT autoplay any video that has sound and lazyload such content to make the page faster. It has a negative effect on user experience as the consumer might be reading something else or just browsing through such a section to find something valuable.
Auto-playing a video will stop this process, making the overall experience for consumers feel less smooth. Although it’s not necessary to have a clear call to action stating why the user needs to watch a particular video, it may be of great help. Especially if you’re not as big as Asana, and you really need consumers to watch your videos, to understand better why your product or service is unique. Also, lazy load all pictures and video content to ensure higher loading speed.
Leverage Your Experience
The best way to address consumers is to speak from your personal viewpoint and experience. This approach not only makes the communication process feel more organic, but it will add unique value to all your content. Taking this into account, there are a few fundamentally essential sections you most definitely should include on your B2B Homepage:
- A Client List – Stating whom you’ve worked with, especially if these clients are well-known brands, will show consumers that you’re able to provide the promised results. Adding a list of companies you’ve worked with will also build a sense of trustworthiness.
- Client Testimonials – Having a way to collect and list your clients’ testimonials presents your company and its team as well established professionals. It also helps the client understand what they can gain from working with you and how it can drive results for their business. Moreover, the source of information is not about you bragging about your achievements, but third parties who are recommending your services. This makes the messages testimonials feel more organic and real.
- Case Studies – Speaking through cases, you could easily present your work-approach and expertise without sounding like bragging. Tell stories on a practical level. This way you could make consumers trust you more and prove to them that you can deliver real results. Furthermore, users who are facing similar issues like the ones stated in a particular case can see the value in your services and understand how you can offer practical solutions. Speaking through work examples is the easiest way to appeal to prospects and move them down the funnel to convert them into clients.
Pro Tip: You can also offer more detailed case studies as PDFs following coherent brand style for recognition through email. Such content is an additional reason for leads to subscribe to your newsletter.
Provide Hassle-Free Customer Support
Everything you do and offer should be aimed at satisfying your clients. This said you should look deeper into the everyday processes consumers face. Gain substantial knowledge and provide working solutions that drive up results, increase efficiency, automate processes, and reduce operational times. Once you understand your consumers and how their business functions, you’ll be able to directly present the value of your services or products.
As we’ve mentioned before, the relationship with consumers in a B2B environment is much lengthier. Especially when comparing companies and deciding which one to work with. C-level executives are looking at more technical process-related specifications such as deployment costs, implementation time, and customer support. To answer this consumer behavior promptly, you should add such information on your B2B homepage.
Having a customer support section is of great importance because it’ll show consumers how effective, flexible and ready to address potential problems your service or product is. It’s a good idea to state all the possible channels through which users could get help such as a FAQ Page, Tickets (via Email or a Website Form), Live Support (Chat, Skype, other channels).
Don’t forget to point out the fact that you’re offering 24/7 support, and delivering on it. This approach will help consumers understand that you are ready to resolve both time-specific problems and really complex ones. Especially when it comes to business, finding prompt solutions to potential issues is of great importance.
Choose the right CTAs (Call-to-Actions)
If you want to move users down the funnel, and generate and convert leads, you should use a substantial amount of call to actions. Their goal is to both urge consumers to act on something, and present them with an easy way to do so.
Just imagine you are in a grocery shop. The cashier asks you “Do you want a bag, or do you have your own?” You look at her while responding and notice a sign that reads, “if you bring your own cloth bags you can donate the money you were going to pay for a plastic one to one of our environmental causes.
The question attracts customer attention and the environment is so set to tell a story if you want to learn more or to give you a fast way through the whole experience if you just need to purchase That’s probably one of the best examples of how call-to-action messages should look like.
First of all, engage with the consumer right away with a clear, simple message. In the example we’ve given, you’re in a grocery store environment. “Do you want a bag?” is the most natural question you’re ready to hear. There is no surprise element; it’s something you’re already expecting which makes the possibility of answering quite big. Moreover, it’s so simple it’s literally stuck in your head.
Another vital aspect of call-to-action messages is to address an issue in a friendly tone. In the example we’ve given, you’ll most definitely need a bag if you’re shopping. It answers a straightforward need, and improves the overall user experience – you’re offered a supplementary product when you need it.
Most importantly, you must require a response or action to follow up. Buy Bag or have your own is like A or B; almost everyone has a ready answer to give. This said it’s essential to make the process of responding to a call-to-action as easy as possible.
For example, let’s say you have a marketing agency. Adding a section on your homepage asking consumers, “What’s your most common advertising problem?” feels like a natural question, addresses their needs, and requires a response.
Then list a few answers as buttons that sum it up like “budget”, “creative ideas”, and “implementation process”. Make each button lead to a particular landing page that addresses the issue, shows consumers how you can offer a solution, and ask them to contact you. Always think of a mechanic that will make consumers react and that will make it easy for them to do so.
Taking all this into account, there are 2 types of call-to-action to use on your B2B homepage:
- Primary – They serve as the desired shortest path to converting leads. Usually, such messages lead to the services/products page, or to a contact form. The question “What’s your most common advertising problem?” serves as a primary call to action as it’s a 2 step process (Homepage → Landing Page → Purchase) that leads directly to purchase.
- Secondary – These are alternative paths that strengthen the connection between the company and consumers with the idea to generate and convert leads further down the funnel. Examples of such call-to-action messages are “Watch a video”, “Sign up for our Newsletter”, “Learn more”, “Get a Free Trial”, etc.
Add an Opt-in Section
Working with people who’re already engaged with your brand and content is of extreme importance. Under the new General Data Protection Regulation (GDPR), it’ll be more essential than ever as leads will be your only source of information to base your campaigns on. This means that obtaining the consent to work with users’ information will now be marketers’ primary goal.
Taking all this into account, it’s vital to have an opt-in section where users could sign up for your newsletters and give you consent to use their information. To meet these goals, it’s important to include 2 types of checkboxes in this section. The former, stating that the user is giving you consent to use their information and for what purposes, and the second – listing the information and topics the user would like to receive from you. This approach will also help you craft specifically tailored content that benefits the process of retaining and converting leads.
Pro Tip: Abstain from any pop-ups begging users to sign up for your newsletters. Furthermore, it’s a good idea to ask users to opt-in after they’ve already engaged with your content, not when they first land on your site. Otherwise, you will only increase your bounce rate.
One of the most essential aspects of your website is how it ranks with search engines. Especially under GDPR, this means that how you rank with search engines will now determine the amount of information you can use on your content strategy. This is why SEO optimization is among the most important things to do. Here are some essential tips on how to optimize your B2B homepage:
- Focus on a specific subset of keywords – Choosing a single keyword to rank for, won’t do you any good. While it’s entirely possible to rank high with it, this will limit the audience you’ll be able to reach. This is why it’s better to focus on a small, yet very specific set of keywords. Use Google’s Keyword Planner to choose the ones you have a higher chance of ranking among the top 10 results.
When you determine the keywords you’re going to include in your B2B homepage, don’t focus just on the number of searches. Think also of how difficult it’ll be to rank higher – meaning how many links from other domains you’ll need for this.
- Use Headers –Using heading to introduce different sections makes your website easy to navigate for consumers and thus eases the processes of generating leads. Including the selected keywords in your headings will help you rank even higher. Add them in a way that will make your heads sound more natural, this will positively affect the user experience and create a coherent journey.
- Meta Description –The most important things to add to the Meta Description are your company name (at least once), a concise description of what you do and what consumers get out of working with you.
This approach will help search engines understand the context of your website better, and will also give a brief but attractive overview for consumers.
- Internal Linking – As you probably know, internal linking is one of the most essential parts of SEO. To make it useful for your consumers, it’s a good idea to include links in the footer of your B2B homepage. This way users can fully explore various sections of your website.
To make a B2B homepage that will generate leads, you have to know who your consumers are and what their needs are. You have to provide them with a unique user experience that will help them understand how you’ll help resolve the issues that they’re facing.
Furthermore, it’s essential to make it easy for consumers to find you, become your leads and purchase from you. If you are looking for the right partner, one that understands the market and its audiences, DevriX can help you generate and convert leads!