Five Things B2B Website Content Needs to Do to Engage Visitors

Five Things B2B Website Content Needs to Do to Engage Visitors

This month, we take a closer look at creating magnetic site content. In a post at the Marketing Interactions blog, Ardath Albee addresses the increased importance of B2B company websites—as more and more prospects go online to research products and services. How can you ensure your site sparks visitor interest and stands out from the crowd?

Albee suggests five things your site content needs to do to quickly engage prospects:

Immediately orient visitors. 
"You'd better make sure people can figure out what your company does, why they're staring at your webpage and what they should do/get—and do it fast," Albee advises. Dump the jargon and get to your core information.

Speak directly to them.
Tell them what's in it for them. "Make sure your content speaks directly to them about stuff they care about—high-priority stuff," she says.

Provide 'interest pathways' for them. 
To accommodate a range of prospects, offer unique pathways that appeal to individual interests—such as, "if X is your priority, then click here for all the resources you need about that topic."

Answer their questions. 
Access your own site from the Internet, navigate it and see what questions come to mind as a visitor. This exercise can help you identify information gaps.

Get them to do something. 
"What event can they sign up for that relates to their interests?" Albee asks. "What white paper or eBook can they download? Do you have related blog posts they might be interested in?" Invite them to follow you on Twitter. 

Conclusion: Work from the outside in. To build a better B2B website, mold your content from and to your prospects' point of view.