There is buzzing competition in the B2B world these days. A whopping 90% of B2B buyers are ready to shift to a competitor if their immediate supplier fails to meet their needs. Fortunately, improving product identification and maintaining customer satisfaction can help you survive this fiercely competitive environment.
Since a website is the first point of contact prospective customers will have with B2B businesses, it’s a vital marketing tool. There are many reasons to focus solely on the site search element. One of them is that B2B buyers typically use it to search for specific numbers or components.
Accurate outcomes in the B2B site search are paramount because buyers who fail to find what they need will abandon the site and turn to a competitor. Now you see why you should prioritize effective site search. That said, here are the 5 proven strategies to maximize your B2B site search:
1. Invest In Proper Website Design
A B2B site search that loads quickly is likely to retain and convert visitors. That means you should do proper website development and design so that it has the perfect speed, which can convince traffic to stick around.
Google reports show that 53% of internet users are ready to abandon websites that take over 3 seconds to load. Many tools are available to measure your site speed. So, take a step and utilize any of them.
If your B2B site search speed is more than 3 seconds, contact a reputable website designer. They will use proper optimization techniques, such as caching, image optimization, code minification, and server response time improvements. Subsequent testing is key to ensuring that your B2B site search operates swiftly.
Regarding website design, another thing to note if you want your B2B site search to land in a better conversation is responsiveness. Many people use their smartphones these days to visit e-commerce sites and that means you will need a mobile-friendly website. Overall, a site with a great UX (user experience) design is visually appealing and easy to navigate for B2B buyers.
2. Optimize CTAs (Call-to-Action)
You can have the CTA on any page of your website. However, more important is how these buttons can convince visitors to take further action. A great example is placing the CTA prompts at the end of the article, directing to the landing page or the specific product.
Part of optimizing CTAs involves creating clear and concise wording. The brief should tell site search visitors what they tend to benefit from. Again, straight links are the best CTA in some scenarios, but they can also be integrated into banners.
B2B business owners must ensure that call-to-action (CTA) is strategically positioned and sufficiently prominent for visitors to easily notice. In B2B content, CTAs are typically placed within the visitor’s immediate sightline.
3. Create Quality Content
Quality and helpful content can attract and convert B2B buyers into leads. For instance, publishing long articles of 1200 words will let visitors know you are an expert in that field. You must still incorporate the appropriate keywords with a high search volume into the content so B2B site searches can respond.
Besides ensuring that your B2B site search has a reasonable conversion rate, quality content enriched with the right keywords will rank high in the search engine. Wouldn’t it be good for your B2B site to feature on the first page of a Google search? The benefit is that you will have increased visibility and credibility, driving more organic traffic to your site.
Blog posts are important for B2B websites, but landing and product pages also need significant attention. A landing page with a good layout, online form, page text, and a call-to-action button greatly influences a site’s conversion rate.
Most companies these days use statistics and insert images in their blog posts. Furthermore, adding expert quotes and videos improves the overall engagement of the content.
4. Optimize Online Forms
Online forms are landing page tools that collect visitors’ information in exchange for lead magnets. When added to other pages, they attract a lot of traffic. When you know a specific page receives more traffic, you can add more online forms there. This will ensure that the page generates more leads.
The specific number of fields an online form should have is quite controversial. However, the key aspect is ensuring it captures all the necessary information throughout the buying cycle.
Marketing software is quite effective in helping you determine the information you should capture from B2B buyers. Use it to avoid asking for too much information early because it can deter many visitors from completing a form. However, some visitors are ready to complete an online form with more fields. So, utilize such chances cautiously for easy conversion and quality leads.
5. Nurture Your Leads
The leads you generate from your B2B site search might not be ready to buy a product immediately. Therefore, you must nurture them with the right content for their purchase. B2B businesses that invest in nurturing leads make 50% more sales than those that don’t.
Thankfully, technology is here to help you track individual visitors and lead interactions on your website in real-time. This automation not only personalizes communication but also streamlines marketing efforts. Over time, it saves valuable time previously spent on manual workflow creation.
Conclusion
Your website is vital for the success of your B2B business. When the BEB site search works optimally, you will retain customers and make them regular buyers. The best techniques that you can use to achieve this are proper website design, optimizing CTA, generating quality content, and nurturing the generated conversion.