For any B2B website, it’s a bit daunting when you think about all of the many things you have to take into consideration with making your website successful. If it’s not performing well, what do you do first? What can you do right now that can help you improve your website traffic?
Before we get started, you might consider undergoing our website review, which will give you a complete rundown of your website. This comprehensive review and audit is broken into five sections and 38 points. It takes about 24 hours because this is not auto-generated — real people take time to look over your website. Check it out!
So, lets get on with the task at hand. What can you do right now to fix your website?
The 3 Quick Website Fixes
In my opinion, and this is depending on your review results, the top 3 things you can do, right now, to fix your website are:
1. Add at least 1 call to action (CTA).
2. Fix your meta tags.
3. Make sure website loads fast.
#1- Add a CTA
What is a CTA and why should you have one?
A CTA is a button or link that you add to your website in order to guide your visitor and tell them what to do next. In digital marketing, a CTA usually leads to a landing page, where the visitor can fill out a form and become a lead.
What I routinely see on most B2B websites is the lack of this type of instruction for visitors. You must give your prospects something to do. Yes, I know, many came because they had already heard of you. So, why bother? They know what to do, right? You think that since you are not in retail and people are not going to buy anything on your website, you don’t need a CTA? That would be a big, fat, nope!
Once they come to your website, you need to give them some kind of direction or instructions on what they should do next.Once they come to your website, you need to give them some kind of direction or instructions on what they should do next. Click To Tweet
As a B2B company, what can you include as a Call To Action?
- Call or Request A Demo. Do you have special software that only a demo can convey its value? Have visitors request a demo. This can be live or via video.
- Call for a consultation. Sometimes a phone call is the best CTA, but turn it into a consult and give your visitors an easy way to schedule time with you that is convenient for both parties.
- Subscribe for future updates to our products. (For those selling software, engineering products, devices, etc.)
- Subscribe for news in the ‘XYZ’ industry.
- Read our latest case study. HOT TIP: Collect your best case studies and offer them packaged as a download. You’re welcome.
- Watch our latest video and learn more about our company culture.
- Live chat. With live chat, you can target messaging to speak to the assumed intent of the visitor when they come to your page.
The best CTAs are strong and action oriented:
1. Make them Action-Oriented
2. Use Persuasive Text
3. Include Strong Visuals
4. Indicate Urgency
5. Make them Obvious
Call to Action is to either Make An Appointment or Leave A Review.
Call to Action is to either Contact the company or view the video for a tour.
#2. Fix Your Meta Tags
What are meta tags?
Quickly, meta tags for a B2B website are part of the code behind your website. They help give search engines a better description of your page’s Title, Description and Keywords.
Before we continue, I want to dispel an old myth or tactic from years ago. There is still misinformation that declares changing your meta tags will fix your SEO problems. Adding keywords to meta tags will have a very small effect on your search engine results. It has an effect, but a small one.
It is a piece of a very big and complex puzzle.Adding keywords to meta tags will have a very small effect on your search engine results. It has an effect but a small one. It is a piece of a very big and complex puzzle. Click To Tweet
What can happen is that adding proper meta tags can improve your click-throughs on the search results…meaning, people are more likely to click the search result link to your website. It’s all well and good to have great rankings but if no one clicks on it, what was the point?
What it looks like in the source code:
<title>Houston Offshore Engineering</title> <meta name="description" content="Houston Offshore Engineering are a team of engineering experts supporting offshore oil and gas projects. Include marine engineering & naval architecture, mooring systems, & semi submersible"> <meta name="robots" content="index, follow" /> <h1>Houston Offshore Engineering</h1> (Title of the page within the content) <img src=’/image.jpg’ alt="offshore engineers at Louisiana project site”>
Meta Tag Tips for A B2B Website
There has been a lot of research on preparing meta tags. For us, it’s a bit of an art and there is a lot of research that goes into preparing them.
I will do my best to give you some quick tips that you can take action with now.
1. Remove ‘Home’ on your homepage. It serves no purpose for your visitors and gives no details on the search results:
- Bad Example: ‘Home – Name of Company’
- Good Example: ‘Houston Engineering – Name of Company’
2. Add your primary key phrase to meta tags and choose specific phrases that your customers actually use. Be clear and specific about what users will expect when they arrive on the page.
- Bad Example: ‘Engineering Services – Name of Company’
- Good Example: ‘Houston Offshore Engineering’
3. Create clear page titles. Your page has a meta tag called Header Tags. They look like H1, H2, H3, etc. Header tags are part of your content; in short, they are the headings that you use to structure your page. You’ll find this within your page’s content.
- Bad Example: <h1>Services</h1>
- Good Example: ‘Houston Offshore Engineering’
4. Add image alt tags. Alt tags provide a text alternative to images if the image doesn’t load or will be read out by a screen reader. Alt tags also tell search engines what that image is meant to represent. You should find this within your image or media’s settings.
- Bad Example: ‘img_34800.jpg’
- Good Example: ‘offshore engineers at Louisiana project site’
5. Check if you have a robots.txt meta tag. Check to see if you have a robots.txt meta tag. (This one might need your developer’s help.) This tag informs search engines about which pages on your site should be added into Google search. It’s used, primarily, to stop certain pages from getting indexed. Pages like login may have very little information.
Learn more about adding meta tags to your website: https://searchenginewatch.com/2018/04/04/a-quick-and-easy-guide-to-meta-tags-in-seo/
I hope this explains how important meta tags are and how you can, this week, review your website for any corrections.
#3 B2B Website Security
Now, let’s discuss your website’s security.
Your website is the front door for your customers. It is open for business 24/7 – wide open. It communicates your brand and, essentially, is an investment and for some, a profit source. Needless to say, it’s a crucial part of your business. Needless to say, it’s a crucial part of your business.
If you are not careful, you can leave your door wide open, allowing anyone to not only walk through but also inflict damage.
Ask yourself these questions:
Or you can take a brief Website Maintenance Quiz.
- When was the last time you logged into your website’s dashboard? Yesterday, a month ago, last year?Can you remember?
- What was the last time you backed up your website and where is that back up stored?
- When was the last time you updated your website’s core installation and extensions?
- Have you ever deleted any unused extensions or plugins?
- Do you make sure when you upload images that they are sized properly and compressed?
- Have you ever scanned your website for malware?
- When was the last time you tested your email form?
If you answered these questions negatively or can’t remember if you ever performed these tasks, then this is a good time to add these tasks to your list.
So what can you do for your B2B website this week to fix your security?
- Ask your web host how often your website is backed up and where they store it. If it is on the same server, request an upgrade to store it elsewhere.
- You can install some backup plugins that will regularly backup your website and if you are savvy enough, you can have them automatically sent to an offsite location like Dropbox or Amazon. You can even manually download them.
- After backing up your website, you can update all of your plugins. If things go wonky, then you have the backup.
- Review your comments and delete the spam or unnecessary comments. Then review the legitimate ones and respond.
- Check your website speed. I recommend Pingdom.com. But don’t look at the grade; look at the download time. If it’s more than 2-3 seconds, you have a speed problem that should be addressed.
Still need some help or not sure if this is what you need? We offer a premier website maintenance and care plan to make sure your website is working like a finely tuned machine!