Your website plays a key role in creating brand awareness and converting leads into customers for your B2B business. In order to ensure your website is effectively doing these things, you need to optimize it to provide the best customer experience possible. So, where do you begin?
When optimizing your website, you want to start with pages that get the most traffic and are a part of your buyer journey so that your improvement efforts have the biggest impact. By understanding the purpose of each of these pages, you can tailor your optimization efforts and meet visitor expectations.
Let’s look at the top 5 website pages you should always optimize.
Your homepage is typically the most visited page on your website, making it the most important page to optimize. Typically, a homepage focuses on what your product or service does, how it stands out from your competitors, and how it can address the visitor’s pain points, all in a clear but attention-grabbing manner. The goal of your homepage isn’t to tell the visitor everything about your amazing company and product, but to draw them in and motivate them to keep clicking through and ultimately take the desired action expressed in your CTA (e.g. request a demo or free trial).
Content pages (blog posts, playbooks, press releases, etc) are a large source of inbound traffic for your website. The main goals of your content pages are to educate your audience, establish yourself as a thought leader, and convey the value of your product. For example, say you work at an email software company—you might publish a blog post with tips to write better email subject lines. You may also publish playbooks with specific tips to optimize emails within your software. Whatever the content, it is critical to make sure your page layouts and content are optimized to provide value to your visitors and keep them reading.
Your About page communicates how your company got started, who your leadership is, and your core values. It can include various sections, or be broken up into several pages to cover things like:
Your About page is most likely to be visited by potential job candidates and investors so, unlike the rest of your website, it should focus more on conveying your company culture and successes.
Why should a prospect choose you? What makes you different from competitors? Will you save them time, save them money, or make them money? Whatever your value proposition, make sure it’s loud and clear. Visitors typically navigate to these pages when they’re further along in the conversion funnel, have a realized need or pain, and are actively considering working with you, so make the most of this opportunity.
Your Contact Us page helps you engage with more visitors who could grow and develop your business. Make your contact page simple. That way, a potential customer who doesn’t find what they’re looking for on your website can still get the information they need by submitting a contact form or reaching out to you directly.
Now that you understand the top 5 pages on your website you should always optimize, the next step is to start making improvements. Intellimize can automatically optimize these pages and more, and always works to provide each individual visitor with the experience that increases their chances of converting. Learn more about how it works.