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The B2B Marketing Blog

User Experience and SEO: Enhancing Navigation for B2B Buyers

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Guest post by Mykyta Diagovets.

Ever noticed that some B2B websites are a breeze to navigate, but others leave you caught in a web of confusion? The magic ingredient is the combination of user experience (UX) and search engine optimization (SEO). When the click of one button could result in an important deal, seamless navigation is paramount to B2B e-commerce. It’s the digital handshake which either invites your clients in or leads them to check out competitors.

B2B user experience and SEO

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This post examines the nexus of UX and SEO, especially in terms of website navigation. It explores the important components of effective B2B website navigation, and offers practical SEO techniques that can enhance them. Putting these elements in place will turn your site into a professionally appealing and search engine-friendly business tool.
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How to Optimize Landing Pages to Enhance Customer Experience

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Guest post by Dan Annetts.

While every page on your website should serve a purpose and add value for visitors, landing pages deserve special attention. These are the pages you actually pay to drive traffic to, such as when a prospective clicks on one of your search ads and is taken to a page with a call-to-action (CTA).

How to optimize landing pages for CX

Image credit: Domenico Loia on Unsplash

For B2C and B2B businesses focused on high-volume / low-price product sales, the homepage of their website is often a landing page. That’s where they direct most of their visitors because their focus is on driving an immediate direct transaction.

No matter what type of landing page a business has or how visitors end up there, the purpose of a landing page is to convert a visitor into a customer or lead, which makes them a vital part of marketing strategy.
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Six B2B Website Design Best Practices that are Important to Know

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Guest post by Ian Loew.

Building a website for a B2B business is much different from designing a B2C site. One of the most critical differences is that B2B websites are designed for longer sales cycles.

Best practices for B2B website design

Image credit: Ben Kolde on Unsplash

They also need to address the needs and concerns of multiple members of a buying team, rather than appealing to an individual. Tactics that work for B2C won’t necessarily work for B2B sites because of these differences.

Your site will almost certainly be one of many websites your prospects will visit as they look for a product or service that offers the most value. Your website should stand out from your competition by showing site visitors that your business is competent, reliable, helpful, knowledgeable, and current. Here are six B2B website design best practices that are important to know about.
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Six Essential Components of Effective B2B Website Design

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Guest post by Dylan Berger.

Websites are the “storefront” of B2B organizations. Like a real-world storefront, a business website should be clean, attention-getting, and inviting, which makes effective B2B website design crucial.

Essential components of effective B2B websites

Image credit: Daniel Korpai on Unsplash

Your website is often what creates your first impression with prospects. It provides opportunities to build audiences, promote your brand, and position your business in the marketplace.

B2B businesses understand the value of their website and blog as the core of their online presence. Still, many B2B websites lack some the essential elements to be effective. To ensure you build a successful website, consider these six components.

1. Inviting Homepage

The homepage is often the first page visitors will see when they visit a website, and is almost always the single most-viewed page on any site. First impressions are crucial. The homepage is where visitors learn about the business, whom it serves, and what it offers. Moreover, enterprises have only 2.6 seconds to make a first impression before visitors form judgments about a website.

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How to Create Email Marketing Campaigns That Won’t Land In Spam

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Guest post by Bibi Lauri Raven.

Email marketing campaigns are one of the most cost-effective marketing tactics, if done correctly. Sadly, on average, over 30% of newsletters—even those your potential customers have opted into—will never reach their inboxes. Spam filters are continually evolving, and that can mean bad news for your business.

How to create a cost-effective email campaign that won't end up in the spam folderStaying out of the spam folder is just the first step in getting your customers, the loyal as well as the new, to engage with your content and lead to communication or sale.

One of the best ways to keep your messages out of the automated spam folders of web-based emails is to keep customers engaging with your emails.

Follow these steps to create appealing emails that customers and clients won’t ignore, delete, or flag.
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