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“This website is bland. It has no personality.” Recognize that criticism? You probably have heard it, said it, or at least thought it when visiting a B2B website. Who knows? It might even have been your own company’s site. With all due respect, that comment is simply not true. Every B2B website has a personality. They can be bold or geeky or verbose—some are even a little schizophrenic. In short, lack of personality is never the problem with B2B websites. The trouble starts when the site’s personality doesn’t match the brand you want to project. If that’s the case, your website will be an awkward representative for your company and it won’t speak

What comes to mind when you think of “web design”? For most people, it’s something to do with the visual appearance of the site. When a business designs or redesigns its website, they often spend lots of time on fonts, images, colors, and other visual design elements. The goal is to create a beautiful site with an impactful appearance and maybe some of the cool graphics that are all the rage on competitors’ sites. While visuals are important, equally vital is the strategy behind every aspect of the website. It’s not enough to just look good—you also have to have a purpose. Here’s why you need to focus your attention on

The Internet is full of guides for B2B marketers who are looking to get their start with search engine optimization (SEO). But what if you’ve made a commitment to SEO already…and it just sucks? Maybe you’ve analyzed your website with a tool like Hubspot’s Website Grader or Moz Pro’s Open Site Explorer and your score was dismal. Maybe your keywords were selected some time ago and search trends have moved on since then. Or maybe you see your competitors dominating search and are wondering how to keep from getting left behind. Whatever the case, you’re looking for some SEO fixes to help your website get back on track. While a total,

Your website is outdated, slow, and glitchy. You’re ready to bring your company up to speed by creating a beautiful, functional site that will engage your customers. So all you have to do is find a digital agency and get that redesign started, right? Not so fast. If you approach your B2B website design without a clear plan and goals in mind, your new website might look shiny, but it won’t help you connect with customers or keep up with your competition. Here are 4 questions to ask yourself to help you determine what you really want out of a new website: How can your website support your marketing strategy? A website

What kind of first impression does your homepage make? It should be a place that promotes your business well, attracts customers, and generates leads. Since the homepage is the gateway to the rest of your website—and your business—homepage optimization should be a key part of your marketing strategy. Here are some best practices for making your homepage the optimal entrance point for potential customers: Make your message clear. Studies show that the average visitor only spends 10 seconds on your home page before leaving if they don’t connect with your marketing messages. Craft a marketing message that’s compelling and direct, and make sure visitors to your site can grasp it

Are you ready for April 21, 2015? That’s the date when Google has said it will update its search algorithm in order to improve the quality of its search results. Google updates its algorithm periodically, to keep up with search trends, device usage, and innovations in webpage designs. This Google algorithm update is specifically designed to improve the quality of mobile search by making sure mobile-optimized pages show up first in results. Why is this important for you and your company? Simply put, if your site is not optimized for mobile, the Google algorithm update will downgrade its rank. Other sites that are more mobile-friendly will show up ahead of your site in

Is your digital brand being informed by B2B website best practices? It’s time to assess your online presence – and redress weaknesses that may inhibit your website’s performance. Anyone who has ever been through a website build or redesign knows it isn’t easy. Depending on the size of the site, the sheer complexity of design and development steps often requires a formal project management process to see a website build-out through to successful completion. When it comes to graphical execution, what works “on paper” can often be difficult to emulate in a digital environment, particularly when working with templates or pre-determined brand standards. Consideration of customers’ data needs – especially in

Now that you know how to get found online and create effective calls-to-action (CTAs) for your website, you need to convert prospects into sales leads. Most website visitors are not ready to buy the first time they visit your website, so it is critical to get them to provide their contact information during their initial visit to your website. If a prospect leaves your website without providing at least their email address, you lose the opportunity to nurture them until they are ready to buy. That’s why every CTA on your website should direct visitors to a landing page. Landing pages are the best way for you to capture leads on your website

In last week’s blog post, we discussed 5 B2B website best practices that you can use to help get your company found online. Now that you are generating more website traffic for your company, you need to focus on getting that traffic to stay on your website. It depends on the industry, but most websites have a 30-60% bounce rate on average. This means that a majority of the traffic that enters your corporate website leaves without navigating to any other pages. And they may never come back! To engage visitors, you need to pay close attention to the design and usability of your company’s website. Here are some tips you can