According to WordStream,
the conversion rate of a typical website is about 2.35 percent. If you had a salesman performing that poorly, you’d probably encourage him to find another vocation.
But too often, companies leave their underperforming website on staff rather than invest the time and effort in building a better website. So the website sticks around, its behavior basically unchanged for years.
And that’s a mistake.
No matter the size of your business, a modern, optimized B2B website is essential for finding those prospects who are seeking your solutions, to help establish your presence in the marketplace, to extend your reach, and to help decision-makers select and buy your products and/or services.
If your website isn’t doing those things for you, it might be time for a redesign. B2B website best practices are evolving constantly, and your website needs to evolve with them.
In this post, we’re offering some best practices for when you do redesign your site.
What Your B2B Website Needs
- These days, you have to have a responsive design to your B2B website, meaning it automatically adjusts the layout to the device it’s being viewed on. That way, your website will have a mobile-first feel to it. Also, write your on-page content for mobile devices—keep it concise and break it up with white space and bullet points.
- Your B2B website needs to be search engine optimized so it appears high in the list of results when a prospect looks for your product/service on an online search engine. SEO has been a staple of websites from the beginning. But, like website design best practices, it’s constantly evolving; that means you have to constantly be re-approaching your site content and off-site SEO factors.
- Related to that is the need for consistent, quality content on your B2B website. A good website is more than just a storefront with a list of products. By including regular blog posts and other content such as case studies and white papers, you turn your website into a library of content that showcases your knowledge.
- When you think about content for your B2B website pages, don’t just fixate on text. Include compressed video, pictures, infographics, and more. Be sure to fill in the alt tag and description boxes for those content pieces, because that will help with SEO, as well.
- Use consistent messaging throughout your B2B website.
- Keep navigation easy. Set it up so that the end user can reach any page within three clicks, make the path to that final destination clear, and ensure the user has clear choices and can easily get to where they want to go within your site.
- Don’t load your B2B website up with plug-ins and large photo and video files that bog down load times. The longer the page takes to load, the more likely the visitor will grow impatient and leave the page.
- Put a clear call to action (CTA) on every page, preferably on the top half of the page. Don’t leave visitors wondering what to do next.
- Continue to maintain, update, and analyze your B2B website to ensure it continues to work for you.
Work with an Expert to Squeeze the Most Out of Your Newly Redesigned Website
Our biggest recommendation for creating an effective B2B website? Work with an established website design company that knows what it’s doing. The above list doesn’t begin to scratch the surface of best practices, but the right agency will know all the tricks for building a website that brings eyes to your site and increases conversion rates.
BayCreative is one such agency. We’re a full-service B2B marketing/branding/creative agency based in San Francisco but we have clients across the United States... many of whom we’ve worked with to create great websites.
For more tips, download our FREE eBook, “
7 Steps for Successful Website Redesigns
."
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Topics:
strategic marketing,
marketing agency,
Brand Development,
website design and development,
marketing strategies,
b2b marketing
Now that you’ve got your positioning statement, you have the foundation for all marketing materials you produce. That foundation will help you create strong brand messaging across all B2B marketing materials.
Brand messaging refers to how you convey your value and your unique value proposition and the language you use in your content. If you select the right language and focus on the right aspects of your business, you can make it stand out from the competition—and ultimately motivate the audience to buy your product/solution.
How do you pick the right things to focus on in your B2B marketing materials? How do you ensure you have strong brand messaging? Read on and we’ll provide some tips.
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Topics:
strategic marketing,
marketing agency,
Brand Development,
Content Development,
marketing strategies,
b2b marketing
It’s not easy to choose the right digital agency. But since 1998, we’ve been making the choice easier by helping B2B marketers out there make better decisions (with better results) for their brand and growth.
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Topics:
strategic marketing,
Brand Development,
Content Development,
creative marketing,
Presentation,
PowerPoint,
demand generation,
b2b marketing,
digital marketing
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PowerPoint is one of those handy tools that just won’t go out of style. Marketers lean on it for practically everything they do, and it’s no wonder. PPT files open and present from almost any device and they’re easy to edit. And with support for vector-based graphics and animation, your slide deck can be anything from simple explanation, to a detailed demonstration, to high-quality looping video.
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Get the most out of your slides by making sure they are built with the highest quality design and attention to detail.
At BayCreative we take PowerPoint creativity to the limits. We apply our 20 years of B2B marketing experience producing thousands of slides to get the very best possible. Often, people looking at decks we’ve produced have no idea they’re even made in PowerPoint. And, some of the decks we’ve produced:
- Keynote presentations at large events
- Fully integrated with video and audio
- Interactive, self-navigable decks
- Looping animated decks for passively viewed screens (lobbies, trade shows)
- Sales presentation decks with easily customizable slides
- Refined story flow and messaging
Regardless of your specific need, let BayCreative take your work to the highest level of quality. And make sure you’re getting everything you can out of your PowerPoint presentations.
To find out more about what BayCreative clients say about our PowerPoint/presentation work and their experience collaborating with our agency, check out the BayCreative presentation examples in our website portfolio: http://www.baycreative.com/work-type/powerpoint/
Please keep us fresh-in-mind.
All the best!
- Team BayCreative -
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Topics:
strategic marketing,
Brand Development,
Content Development,
creative marketing,
Presentation,
PowerPoint,
demand generation,
b2b marketing,
digital marketing
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Great Clients + Great Team = Great Results
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| For the second year in a row, BayCreative has joined the ranks of The Silicon Review's "Top 10 Fastest Growing Digital Marketing Companies" as published in its April 2018 edition. |
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"[BayCreative] brings more than 20 years of B2B marketing, branding and creative experience to the table and as a full-service B2B marketing agency it delivers value to growing businesses by providing a 'Marketing Department-in-a-Box.'" - The Silicon Review (April 2018)
We're thrilled to be part of Silicon Review's list as well as being listed in Clutch Research's "2018 Top San Francisco Digital Agencies." We've come a long way from our start as a small design shop, but ultimately our ethos remains the same.
Our goal then, as now, is to serve as an extension of our clients team, build a strong relationship through collaboration, and generate tangible results. And, as a single source for all B2B marketing/branding/creative support, we are now more than ever better able to serve our clients' needs.
At the end of the day, our success is our clients success, and commendations like these simply reflect the success we have helped our client's achieve.
Discover what BayCreative clients say about their experience collaborating with our agency, and see portfolio examples of work.
Please keep us fresh-in-mind.
All the best!
- Team BayCreative -
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Topics:
strategic marketing,
Brand Development,
Content Development,
website design and development,
creative marketing,
demand generation,
b2b marketing,
digital marketing
BayCreative is more than a full service B2B marketing agency; for more than 20 years, we've driven results for our clients as an extension of their team. With our “marketing department in a box,” approach, BayCreative offers in-depth, collaborative support to develop and execute effective digital/web marketing, inbound marketing, lead generation, brand awareness-building, new product/service launch and sales/channel enablement strategies that fuels our client’s growth.
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Topics:
strategic marketing,
Brand Development,
Content Development,
website design and development,
creative marketing,
demand generation,
b2b marketing,
digital marketing
Congratulations! You’ve decided that you need a video to introduce your company or your product/service to customers, and you’re excited to get started. But before we do that, let’s look at three "explainer" videos with unique approaches to making that first impression.
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Topics:
Brand Development,
video,
SEO,
b2b marketing,
digital marketing
Are you suffering from message sprawl?
New marketing channels and opportunities are popping up every day, and leveraging them all can feel like a game of “content whack-a-mole.” Each new piece of content is a new opportunity to go off-message.
A well-crafted messaging framework can save you from messaging sprawl, and keep your team on the same page. Through a process of moderated workshops and brainstorming sessions, combined with interviews of stakeholders, employees, customers, and prospects, BayCreative will develop a messaging framework that keeps your marketing on track and in sync.
We’ve helped dozens of companies define their message, articulate value and differentiation, and develop a framework to make their content more effective.
Contact BayCreative to learn more about our approach to message development and how we could help you!
All the best!
- Team BayCreative -
Download a sample Messaging Framework
we prepared for a high-tech B2B client
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Topics:
strategic marketing,
Brand Development,
Content Development,
creative marketing,
Messaging,
b2b marketing,
digital marketing
You wouldn't necessarily think file security software is a place for comedy, but BayCreative produced this video for our client Seclore that takes a humorous look at the world of Enterprise Rights Management.
Meet Steve, our enthusiastic but inept IT Director ... struggling to provide effective ERM solutions to his company.
We're proud of the team that developed this great video, and working with Seclore was a delight.
See for yourself, and keep us fresh in mind.
All the best!
- Team BayCreative -
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Topics:
strategic marketing,
Brand Development,
video,
Content Development,
creative marketing,
b2b marketing,
digital marketing
Every interaction with a prospective customer centers around one key question.
“How will you help me meet my business goals?”
The BEST person to answer that question is an existing customer. Happy customers are the most valuable asset for sales and marketing efforts. But are you maximizing the value of your current customers?
Prospects don’t want to be sold to all the time. They want to see how you work in the real world, how you'll help them if they become your customer. Success stories do that and more.
Through case studies, video customer profiles, and testimonials, you can help prospective customers understand the value and success they’ll experience by doing business with you. And, they provide valuable content for your website, email, and social media channels.
Showcasing your customer success can be as simple as:
- Tell a compelling, powerful story your target audience can relate to (similar business pains)
- Bring a new level of credibility to your marketing with quantifiable results
- Find the right person to tell the story (ideally a similar persona as your target audience)
- Let customer quotes lead the story (it’s not about you!)
- Keep it short, but be as specific as possible
- Use every opportunity to cross-promote your customer success stories
Over the years, the BayCreative team has produced hundreds of success stories in a variety of formats. Click below for some examples.
See for yourself, and keep us in mind when you need to tell your customers' stories.
All the best!
- Team BayCreative -
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Topics:
strategic marketing,
Brand Development,
Client Relationships,
Content Development,
creative marketing,
Presentation,
customer profile,
b2b marketing,
customer experience,
digital marketing
