CONSIDERATIONS FOR CHANGING
AND UPDATING YOUR B2B WEBSITE

It’s in our nature to get bored of the things that are familiar to us. We can tire quickly of websites and often find competitor sites shinier and newer than our own.

Creating a new website is a massive commitment because to do it right it’s part brand, part product marketing, part marcomms and part c-suite involvement, plus anyone else who feels the need to be involved. To keep your web project on track you need to bring an approved WHY (are we doing this and what do we want to achieve?), so the intention is understood across the business from the start, and there is a rational argument documented to mitigate and manage any subjective commentary and curveballs along the way.

• Does the sales team point anyone to it, for more information, or are they sending out their own materials?
• What percentage of content is irrelevant – either part or fully?
• How frequently are you updating your site?
• Are you proud of your website, or do you avoid sending people to it?
• Is it functionally dead? Do the forms work, are the plugins updated etc?
• Do you always apologise for it?

If your website is no longer functionally viable then it’s time to change. You and your team should be able to make rapid changes and updates whenever required without the support of a third party or a specialist technical person.

If this isn’t the case and your website is a headache, then you are wasting valuable time and energy on something that is never going to be right or easy.

There is a better way. But you might also want to consider the wider implications of change – content relevancy, user experience, integrations etc.

Your website should be a fundamental part of your conversion strategy. Web content and pages that dovetail with PPC advertising, and social media – Linkedin, Facebook, Instagram, TikTok, and Twitter, etc, can support your inbound activities to grow customer engagement and drive leads.

Integrate your website with your CRM, email marketing, marketing automation tools. Use A/B testing and heat maps to make sure your content is touching the right spot with your visitors and positively influencing their behaviour.

The right copy and visual content will make or break your site. Too much copy and your visitors will go elsewhere, too little and they will go elsewhere. It’s about balance and it starts with putting your audience first and having a very clear understating of their motivations, needs, and desires and being able to fulfil these through compelling copywriting that informs, excites, and positively moves them into action. Rich visuals – illustrations, photography and video that brings your content and brand to life. Our designers can source images or commission a wide range of illustrations, photography, graphics and video, through our dedicated team of partners.

Taking your website global is easy. Duplicate sites on country domains or a single site with the choice to pick your language. Working with our Partner Accuracast we can make sure you make the right decisions about how to ensure your sites are indexed for bots to crawl to help drive local country traffic with Google and other search engines.