I was reading HubSpot’s blog post by Pete Caputa on hiring B2B marketing consultant and one sentence stood out:
Your site is more important than you might realize
“Enquiro surveyed 1,000 B2B buyers and found that ‘respondents across all phases indicated that the website of the vendor’ was the top influence on buying decisions.”
I’d like to add a little more to this.
The website of a company is one of the first places to check out if I am interested in buying a product or service.
While first impressions may not be totally accurate, it will make me think twice if the first impression of a website sucks.
Think of it – most people encounter a website first before they even pick up the phone to call you or email you.
Those 5 seconds either turn them on or turn them off. If they are turned off, you won’t get a second chance because they will leave and go elsewhere.
So what can you do to excite your first-time visitors?
1. Keep things easy.
Many websites make it hard for visitors to surf because they put up ‘barriers’ on the Homepage.
These barriers include:
* too many blinking ads and banners (distracts visitors from the actual purpose of the visit – case in point, Maybank)
* too many options to choose (what do you really want your visitors to do at your website? 3 options should be good enough.)
* asking them to download a plug-in before they can see what’s happening
* using some newfangled technology thing which probably only geeks and Web2.0 nerds know how to use
* asking them to register even before they know what they’re getting
2. What’s your 10-second pitch?
If we all understand that everyone who comes to our websites have only 10-seconds (or maybe less) of attention and they just want to know “OK, what’s up with this website and how does it help me?” then you will see how important your main message is.
Sadly, most people’s main messages are so garbled and so confusing that no one knows what the message is!
If there’s one thing you should remember is that your website is not the only website on the world wide web. It is among the billions. Your website is like a tiny shop in the super mall of the world. Either you hook them when they get in the door or you lose them forever.
Speaking of engaging with the world, it’s about talking to customers and nurturing relationships. This relationship-building exercise drives social media today (such as Facebook and blogging, 2 examples of what works and you would have seen them work and sometimes may not understand how they create such vast effects). And despite a recession, social media spending is on the rise.
So how does your company engage with the outside world? Let’s share ideas!