Colleen Perone — January 23, 2020 
When landing on your company’s B2B website, a visitor decides in a matter of seconds if they are going to look around for a bit or leave immediately.
The first deciding factor is the page loading speed. If your B2B website takes longer than a couple of seconds to load, the visitor will hit the back button and return to Google to find another website, likely that of your competitor. How can you close a deal if the potential client doesn’t even see your website?
In this post, I demonstrate how critical your B2B website is to getting and closing more sales opportunities.
Utilize Your Website Content
The first step to ensuring your prospect spends the necessary time on your website to make an informed decision and fill out a contact form is by providing relevant content. Your company’s B2B website design should include a hub for all the services you offer. Blogs, News integration, Downloadable PDF’s, Guides, Infographics, Links to resources, etc. By having helpful content available on your website, your company demonstrates your industry expertise.
Have a Consistent Brand Message
The look and feel of your company’s B2B website design should reflect your brand and capture its essence. What story is your company’s B2B website telling about your brand?
The homepage, brand messaging, and your sales pitch need to be in alignment if you want visitors to navigate with ease and understand your services or products. The goal should be to keep your visitor on your B2B website and engaged for as long as it takes them to feel confident about filling out a contact form. Your company should be positioned as the industry leader and there should be no question specific to your industry that your website can’t answer when visitors are looking for solutions.
Handle Contact Forms Promptly and Efficiently
What happens once a visitor completes a contact form?
Are you waiting days, hours or minutes to reach out?
Is your initial email automated or is it genuine?
Automation can be great for nurturing passive leads or for drip campaigns, but your initial email to a potential client should be personalized and include their name, the company’s name and a direct call to action. The website demonstrated enough value and they filled out the form and are interested in discussing your services or product. Don’t waste their time by going back and forth via email. Cut to the chase and suggest times in the initial email for a call in their time zone. Include links back to your company’s website and offer them content pieces that are specific to their request from the form. This shows the prospect you are interested in helping solve their problem in a timely and efficient manner.
In summary, having a cohesive look and feel on your company’s website where the brand messaging and content are in alignment increases B2B website contact form completions. Additionally, how your sales team responds to website form submissions can impact whether the prospect turns into a client or goes with a competitor.
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