Website? What’s the Point?

Neil HartleyDemand GenerationLeave a Comment

Website? What's the point?

Everyone needs a website, right?

Well, not exactly. I can think of examples of businesses that could exist and transact entirely in the social media world without having to construct a website and deal with all the attendant security issues arising from hackers targeting insecure plug-ins and the like. Many small B2C companies could simply build a shopfront on an e-commerce platform, or take payments through a social media platform and not have to worry about a website at all.

But, of course, for our target market (B2B tech companies thinking BIG) having a website is sufficiently critical from a credibility standpoint alone to make it an imperative. It’s hard to imagine an example where this might not be the case. If you think of one, please leave a comment below.

So, you have a website. A better question is what is its purpose? Beyond credibility, what is it intended to do, and who should it serve, you or your visitor? The answer to this last question is both, of course, but the focus should be on the visitor because if you serve their needs then they will become your prospect and ultimately your customer.

In creating awareness for your product/solution you should have already identified your target market which we previously covered in this post on defining your target market. This means you already know what a good visitor looks like and you will have already developed content and/or a paid ads campaign to ensure you attract those visitors to your site. If you’re new to this blog, you can read this post on the full soup to nuts of B2B digital marketing.

That then means that your visitor has entered a search term looking for a solution to a problem (that you solve for) and has seen your paid ad or ranking content. So, your website’s purpose then is to elaborate on how you solve for that problem with, where possible, examples of how others (ideally similar others) have worked with you to solve their problem.

Websites that simply list products, solutions, applications in the hope that the visitor will figure it out (and are big on ‘us’ and small on ‘them’) are just not going to cut it. Information needs to be presented concisely and, ideally, with several delivery mechanisms (video, audio, text). But the main point being that your website focuses on how you solve their problem.

This is why defining your target market is so important. If you haven’t done this and are hoping that you’ll get lucky with one of twenty listed application areas for your technology, then it becomes impossible to develop and deliver a positive website experience for your visitors.

The next purpose of your website is to engage your visitor. Having satisfied them that you can (potentially) solve their problem, how do you get them to engage? What further information can you provide to them that gets them to engage with you? If they’re far enough through their buying journey they may simply go to your Contact page and reach out directly but that’s going to be less than 10% of them and then only if you’ve done a fantastic job in presenting your solution to their problem. What about the other 90+%? That’s where lead magnets and nurturing come into play. You can check the link above on B2B digital marketing if these concepts are new to you.

Presenting targeted information that illustrates how you solve their problem (with examples of how others have used your solution) together with calls to action that keep your visitors engaged as they progress through their buying journey are essential to any functioning website for a B2B tech company thinking BIG.

What does yours look like? Do you get enough leads? If not, it’s likely that some combination of your target market definition, awareness campaigns and/or your website is letting you down. We can help. Our Get in Touch page is a good first step. Or, if you’re not ready for that, our eBook over to the left presents a good synopsis of how to generate leads and grow sales, faster!

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