Site visitors are only beneficial if they convert into leads. However, figuring out how best to reach your industrial business-to-business (B2B) customers isn’t always an easy process. There are so many moving parts you have to consider, and even a minor mistake can affect your conversion rate.
In a 2019 review of more than 70 industries, IBISWorld found the fastest-growing were electronic parts manufacturing at 9.3% revenue growth and auto parts and accessories manufacturing at 7.6% growth. In decline were computer hardware manufacturers, milk and cream, and global oil and gas exploration. Whether you are in an industry on the rise or one on a downward trend, your website is often the first interaction a potential customer has with your brand. If it isn’t impressive, you risk losing them to a competitor.
There are some solid ways of increasing conversions on your B2B site. Here are eight tips for getting your numbers up and a few examples of industrial websites with excellent models. Special thanks to Joe DeSousa for the cover photo.
1. Know Your Site’s Purpose
Your website has a specific purpose, and you need a complete understanding of it. You must convey it clearly to your business customers and explain why it matters to them. Is your goal simply to present information on what your manufacturing facility makes? The information you provide is going to vary based on the goals of your site. So, if you want to collect leads, then the content you provide is going to have a different tone and focus than if you just want to educate.
2. Improve Images
The pictures you use on your site should be highly relevant to your business. Don’t just throw up a few stock photos or generic images, but find a way to convey exactly what you do and how you help your customers. Create a consistent look and tone with all the photos you use on your site. Add text or other graphics as necessary to fully drive your point home.
Magnetica does a good job placing photos in the hero slider at the top of its page that shows staff hard at work creating solutions for clients. It superimposes the same graphic from its logo and adds words such as “resolve” to showcase the customization of its services.
3. Integrate Lead-Generating Tools
When someone lands on your page and fills out a form, they become an obvious lead, but you may be missing out on opportunities to convert others. A few things you can do include using software to see who engages with you on social media and then inviting them to join your mailing list.
On your website, add a pop-up giving them a discount or an opportunity to get more information. Make the sharing of information as quick and easy as possible. Limit the number of fields and keep the initial info requested at a minimum.
4. Write Clear CTAs
Your calls to action (CTAs) are what drive site visitors through the buyer’s journey. Make the wording of your CTAs clear and to the point. Users should never question what happens when they click on a link or button. If you want to give them a free quote, then use wording such as “Get My Free Quote.” Your CTA should have just a few words, use action verbs and not be ambiguous.
IDC Spring features clear CTAs that leave no doubt about the outcome. Notice the one just under the headline that reads “Request a Quote.” There is no doubt about what will happen when you click on the link. It also offers some other clear CTAs on the page, but since the purpose is to generate leads, the most important one appears above the fold.
5. Show Your Credibility
When a new customer lands on your page, they have no way of knowing what type of company you are. They may have heard of you from a friend, or they may have found you via a search engine query. You must highlight you are an authentic and trustworthy brand. Share case studies of other businesses you’ve helped in your niche. Add trust factors such as guarantees and a list of organizations you belong to, such as the BBB. Make contact information easy to locate.
6. Use Clear Headlines
The headlines you use on your landing page matter. For industrial businesses serving other companies, there is usually a very narrow niche market. It’s important to reach the people who are interested in what you offer so you don’t waste time. Clear headlines that use strong, active verbs show users what you do and who your ideal client is.
Powerwest creates power generation capabilities for the mining industry. Notice how it uses powerful headlines to show what it can do for clients. If what it has to offer isn’t in line with what you’re looking for, you know immediately. This saves it and the client time and effort.
7. Utilize Dynamic Content
Dynamic content changes, depending upon who visits your site, if they’ve been there before and what offer works best for them. If your cookies show the person previously visited your website and clicked for more information on a specific product, you can display offers for that item or provide a video that explains the process in greater detail. Such targeted content is much more personalized and effective than something more generic.
8. Share Benefits
What your business buyers really want to know is how your product or service can help their company. What can you offer that makes their enterprise better or their lives easier? Share the benefits of becoming your customer. To do this effectively, you have to know your buyers and what their pain points are. You can then offer solutions to those problems through your product.
Figuring out how to squeak out a few more percentage points on conversions is an ongoing task. Even a small improvement can help your industrial B2B company grow and see more revenue. However, you have to run split testing as you make website changes and see what your particular audience wants most. Make a small change, test it and repeat the ones that work while trying different tactics for the things that don’t. Over time, your conversion rates will increase, and you’ll attract the exact audience you’re seeking.