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How can you make your B2B website exceptional at generating more leads and sales?

From a leads and sales point-of-view, what makes a website exceptional?

  • It helps move visitors from simple awareness to serious
  • It answers enough of their questions to keep your company from being prematurely disqualified from a short list of candidate companies.
  • It encourages your website visitors to identify themselves by responding to your offers.
  • It makes it easy for your prospective customers to request additional information or contact by sales.

Here are seven tips:

  1. Start by buying the book entitled Don’t Make Me Think, Revisited: A Common Sense Approach to Web Usability (3rd Edition) by Steve Krug. I found it to be a quick read and full of helpful hints and ideas to make your website easier to navigate. It even made me laugh out loud at times, something I’ve seldom experienced when reading a business It’s available at most online bookstores or at the author’s website at
  2. Be sure your website quickly makes it absolutely clear what your company does and whom it does it for. Most companies are pretty good at describing the products or services they provide. However, most of their websites fail to clearly describe the types and sizes of customers, businesses or institutions they serve and the geography they Be sure yours does, as your website visitors are trying to quickly figure out if your company is a good fit for them.
  3. Clearly explain why your company is a better choice than the competition. Your prospective customers are already trying to figure this out. Help them along in deciding that your company should at least be on their short list.
  4. Back up your claims. Everyone in this business claims to be great at what they Stand out by proving the claims you make on your website. How? If your people have years of business or technical experience or advanced certifications of their own, mention it. If your company has won awards, say so. List a sampling of clients and industries that you serve, to prove that you already know your visitor’s business.
  5. Tell the prospective customers what it will be like once they become customers. Don’t just explain your support and training resources. Salt and pepper your website’s pages with testimonials from happy clients as proof that your customers really are satisfied.
  6. Include offers or calls-to-action on every appropriate page of your website. This is the key to getting prospects to identify themselves and start sales-winning relationships. Consider making multiple offers—each designed for different stages of your prospects’ buying cycles. For example, offer information such as white papers or info kits for those just beginning the process. Offer self-assessments or webinars for people further along in the buying process. Offer in-depth seminars, demos and on-site evaluations for those well into the buying process.
  7. Make it easy for your prospective customers to take the next step. Make sure to list multiple ways to contact you (phone, e-mail, “call-to-action” links to request forms, etc.) on every page of your website. Don’t just bury it under a “contact us” link hidden in the margins of your webpage.

And, finally, a bonus tip:

Do your best to make most of the information discussed above available in the headlines, copy and menus of your home page so the prospective customers visiting your website can’t miss it.

Readers, what else can you do to make your website exceptional? Please add your comments below.

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