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.
1. Homepage
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).
Homepage Optimization Ideas:
- Embrace a simple layout to eliminate any distractions or friction on your homepage
- Test and personalize your headlines and CTAs based on the visitor’s demographic/firmographic data (e.g. if you know the visitor works in marketing at a B2B SaaS company, refer to metrics they care about like leads and MQLs)
- Build immediate trust and credibility in your business by displaying customer testimonials and any relevant security badges
2. Content Pages
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.
Content Page Optimization Ideas:
- Write strong and actionable headlines that speak directly to your target audience (e.g. 7 Tips to Convert More Leads to MQLs)
- Include plenty of internal links and a strong CTA at the end of your content to keep visitors clicking through to other pages on your website (keep that dreaded bounce at bay!)
- Use Google Analytics and other research tools (e.g. heatmaps, heuristic analysis, surveys, etc) to better understand how your visitors are currently interacting with your content and optimize it accordingly. For example, if visitors aren’t spending much time on your content pages, consider ways to catch their attention quickly such as using more visuals, breaking the text up into shorter paragraphs or bulleted lists, or optimizing your intro copy to really hook the reader.
3. About Page
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:
- Company history, including funding and pivotal product releases
- Leadership team biographies
- Company values and mission statement
- Industry awards and recognition
- Company culture and open jobs
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.
About Page Optimization Ideas:
- Display official badges from any awards or recognitions to build credibility
- Show personality—use pictures or videos of your team members working and having fun together (even if it’s a Zoom screenshot!) to give people a feel for your company culture
4. Product/Services Pages
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.
Product/Services Pages Optimization Ideas:
- Do your research. Sit down with prospects or customers and have them go through your product or services pages. Have them try to make sense of it on their own (and don’t say anything!). Do they understand the terminology you’re using? Can they clearly articulate back to you how you’re unique? Ultimately, would they feel compelled to click the CTA button? Use this research to make adjustments or test variations of various elements of the page.
- Test different variations of the CTA button to ensure that you’re really providing your visitors with the CTA they want. Case in point: Not everyone is ready to take the plunge and contact sales for a demo or trial. They may want to first play with an ROI calculator or another interactive piece of content to get a sense of how your solution works or the value it could bring them—then they’d choose to contact sales on their own.
5. Contact Us Page
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.
Contact Us Page Optimization Ideas:
- Include a web form with categories to route requests, using responsive web design to ensure the form works well across all device types and screen sizes
- Segment your contact page based on service offerings or expected requests so visitors can quickly find the department to contact
- Include expectations about response times
- Include responses to FAQs for quick responses to questions that don’t require a personal touch
Next Step: Put These Ideas into Action
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.
