An optimized website can offer many opportunities to a b2b company, how to align because it allows you to attract qualified traffic, convert visitors into leads and demonstrate skills and experience, thanks to the published content. However, online competition today is fiercer than ever and for this reason it is essential that the structure of the website corresponds to the needs of customers and prospects, aligning it with the buyer’s journey.
Let’s see how to do it in the following article.
What should the website structure be like?
Building a b2b site that is effective in attracting fax lists and converting visitors is not a simple task, because it involves several activities and the mastery of some skills , including technical ones, in addition to knowledge of the company. To go beyond the concept of a site as a digital brochure , the structure of the website must therefore be capable of how to align providing immediate responses to users’ needs .
Let’s see how to plan content and interactions for each stage of the buyer’s journey , designing the site so that it guides visitors and accompanies them through the marketing funnel .
Top of the funnel – awareness stage
The prospect , in this phase, tries to identify the with instant forms problem and possible solutions , mainly by turning to search engines . By entering a keyword or a short phrase, Google suggests a series of pages, classified according to very specific criteria – readability, completeness of information, authority of the site, appreciation by visitors and optimization.
Current algorithms are mainly oriented towards user experience , so pages that are able to answer users’ questions, that load quickly, are readable and rich in content, including video, are rewarded with better positioning .
Content marketing supports each of these aspects, increasing a company’s online reputation also thanks to SEO and managing to make the site stand out even in the most competitive markets.
After having brought the user to the site, the proposed contents must be as relevant as possible to his interests , continuing to intrigue and involve him.
Thanks to effective storytelling , the prospect will understand that he can find a solution to his problems thanks to the company.
Learn more about b2b storytelling in this video:
This is why the website structure should never colombia business directory lack links to related articles , calls to action that invite the download of more in-depth content and video interviews with satisfied customers.
Middle of the funnel – consideration stage
At this point in the buyer’s journey, users have gathered the information needed to better understand the situation and have identified the possible solutions available. The ones proposed by your company are unlikely to be the only viable options, which is why it is essential to continue working on branding and to remain in the prospect’s mind as an authoritative source of valuable advice.
