Why You Need to Fix Your B2B Website
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The document outlines the importance of fixing a B2B website for better demand generation, emphasizing design, user experience, and search engine optimization. It discusses the need for a flexible content management system (CMS) to accommodate future needs and improve team efficiency. Additionally, it highlights the importance of evaluating call-to-action effectiveness, tracking data attribution, and maintaining proper link profiles for successful web design.
Why You Need to Fix Your B2B Website
- 1. Why You Need to Fix Your B2B Website
- 2. Contact: andrew@digitalreachagency.com | Digital Reach We are a B2B Digital Marketing Agency focusing on demand generation. Companies work with us to: • Increase qualified leads • Track SEO and SEM to ROI • Marketing Automation Support About Us • Search Engine Optimization • Paid Search & Display • Website Redesign • Marketing Automation
- 3. Contact: andrew@digitalreachagency.com | Digital Reach 1 A Website For Two Audiences 2 Why Your CMS Matters 3 CTAs, Forms, Data Attribution for Site Design 4 Link Profiles 5 Site Audits Overview
- 4. 4 Section 1: A Website for Two Audiences
- 5. Contact: andrew@digitalreachagency.com | Digital Reach A Website For Two Audiences Google would like its algorithm to represent your users’ experience. Some might say they already know your users’ intent better than your users do But, for now, we still need to consider two separate audiences
- 6. Contact: andrew@digitalreachagency.com | Digital Reach Audience #1: Your Users If your users aren’t happy, nothing else really matters. • Sleek Design • Fast Load Times & Mobile Responsiveness • Data Security • Attractive Content • Internal Link Structures • User Journey & Conversion Emphasis
- 7. Contact: andrew@digitalreachagency.com | Digital Reach Audience #2: Search Engines Google cares about the same things your users do, but it needs a little bit of help. Same: • Page Speed • Mobile Responsiveness • Security • Internal Linking Different: • H1-H4 tags • Rel=canonical • Keyword Mapping • Keyword Selection • External Link Equity
- 8. 8 Section 2: Why Your CMS Matters
- 9. Contact: andrew@digitalreachagency.com | Digital Reach Why Your CMS Matters Flexibility is key. • Don’t just build for today – build for tomorrow • Be prepared for new product rollouts, events, and more • Harness powerful tools (CRO)
- 10. Contact: andrew@digitalreachagency.com | Digital Reach Why Your CMS Matters Make life easy for your team, and get ready to scale. • Easier user interface and permissions means less training and fewer headaches • Robust support and community structures help solve problems quickly • It’s easier and cheaper to find 3rd party assistance!
- 11. Contact: andrew@digitalreachagency.com | Digital Reach Why Your CMS Matters Integrations and functionality. • The hottest new tool comes out that might boost your organic traffic by 20%. Does it integrate with your CMS? • Can your CMS currently support the full stack of critical tools?
- 12. 12 Section 3: CTAs, Forms, Data Attribution for Site Design
- 13. Contact: andrew@digitalreachagency.com | Digital Reach Are your CTAs really driving action? It’s time to evaluate placement and performance. • The Eyeball Test • HotJar – how does your interactivity flow look? • CRO – are you testing for efficacy? • Does Attribution Data support your CTAs?
- 14. Contact: andrew@digitalreachagency.com | Digital Reach Are your CTAs really driving action?
- 15. Contact: andrew@digitalreachagency.com | Digital Reach Are your CTAs really driving action? It’s time to evaluate placement and performance. • The Eyeball Test • HotJar – how does your interactivity flow look? • CRO – are you testing for efficacy? • Does Attribution Data support your CTAs?
- 16. Contact: andrew@digitalreachagency.com | Digital Reach Data Attribution to Drive Web Design Identify your best CTAs and Landing Pages by ROI, not just conversion rate. • An ROI-driven Website Redesign • What content are your best prospects interested in?
- 17. Contact: andrew@digitalreachagency.com | Digital Reach Data Attribution • Google Analytics (or another analytics provider) must be setup and tracking • Full funnel tracking is a must
- 18. Contact: andrew@digitalreachagency.com | Digital Reach 18 Closed Loop Reporting Custom Analytics Setup to tie cross-channel visitor data to revenue in CRM. How It Works
- 19. Contact: andrew@digitalreachagency.com | Digital Reach 19 Closed Loop Reporting Some keywords might drive the majority of leads, but with attribution you’ll see which keyword themes drive the most revenue. How It Works
- 20. Contact: andrew@digitalreachagency.com | Digital Reach Data Attribution for SEO’izing Your Website Send a clear signal. • Keyword Research -> Keyword Mapping • What Keywords, Content, Campaigns, Landing Pages, Sources, and Mediums lead to real revenue? • Form intricacy is a double-edged sword! • Let your website thrive on fresh content.
- 21. 21 Section 4: Link Profiles
- 22. Contact: andrew@digitalreachagency.com | Digital Reach Link Profiles Plan your architecture from the beginning • Content Silos • Blog structure and layout • Internal linking apparatus • Content standards • H Tags • Image tags • Length / depth
- 23. Contact: andrew@digitalreachagency.com | Digital Reach Don’t make the classic mistake! When you change your website, things will break. Mind your 301 redirects.
- 24. 24 Confused? Let us take a look!
- 25. Get a second opinion on your SEO & Demand Generation Approach In a 30 minute consultation, learn: Where you rank in relation to competitors Measure revenue opportunity from Search What you can do to accelerate results from SEO now Andrew Seidman Head of Operations Thanks for watching! Email andrew@digitalreachagency.com or call 415.857.1263 for more information