INTELLIGENT WEBSITE REDESIGN WHAT EVERY B2B MARKETER NEEDS TO KNOW

INTELLIGENT WEBSITE REDESIGN
WHAT EVERY B2B MARKETER
NEEDS TO KNOW
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INTRODUCTION
Let’s get real about your website. If you’re a B2B
company, your website is an essential tool to drive leads
and generate demand. Your website is the rst place
a prospect will go to learn more about your product or
services and it is the last place a prospect will go before
completing a transaction.
Unfortunately, the sad fact is that too many B2B
companies fail at building a website that attracts
visitors and ultimately lead generation. Many of these
websites lack the functionality needed to convert a
prospect to a lead, provide intelligence that gets to the
quality of that lead, and nurture a lead over time until
they are ready to buy.
With this eBook, B2B marketers can now come to grips
with whether your website could benet from a redesign
and if so the functionality that will need to be added to
your website to make it more intelligent and better
support your lead generation efforts.
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How to decide if you need a website redesign? Here’s a
simple checklist you can use to get focused on the
issues of importance.
What is an ‘Intelligent Website’
A website that is built from the ground up

to support:

• Lead Generation
• Mobile Optimization
• Blogging
• Social Networks
• Email Marketing
• Landing Pages
• Calls-To-Action
• A/B Testing
• Customer Insight
• Lead Handling
• Metrics
“
”
?
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CHECKLIST:
Lead Generation
Are you generating enough leads?
Do you know the quality of your leads?
Do you have mechanisms in place to nurture leads over time?

Mobile Optimization
Does your website work on smartphones and tablets?

Blogging
Do you have a blog?
Is it hosted on your domain or somewhere else?

Social Networks
Does your website drive trac to social networks and vice versa?
Email Marketing
Do you have a email marketing service that support simple and complex
lead nurturing campaigns?
Has your email been optimized for viewing on smart phones and tablets?

Landing Pages
Can you author branded, best practice landing pages with ease?
Calls-To-Action
Can you develop and place calls-to-action with ease?
A/B Testing
Can you create and execute A/B testing on the y?
Can you test not just email subject lines but other elements of your emailing?
Can you apply A/B testing to your landing pages?

Customer Insight
Do you know who is visiting your site and what content they are viewing?
Can you make this information available to sales so they can use it when talking
with customers?
Lead Handling
As you generate leads from your website, can you route them to sales reps in an
automated fashion?
Metrics
Do you have the metrics you need to prove ROI?
1 LEAD GENERATION
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To get started redesigning your website to better support lead generation, take a

good hard look at the content.

Is the content compelling and relevant?
Is the navigation simple and does it work well on smartphones
and tablets?
Have you built in content-rich offers and merchandised them
throughout the site?
The most compelling and relevant content aligns with the buyer’s journey, the steps
that most buyers will go through as they make a purchase decision:
LEAD GENERATION
EPIPHANY
EXPLORATION
& AWARENESS
INTEREST &
CONSIDERATION
CONFIDENCE LOYALT Y
winner
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Simplify your navigation to make it easy for your prospect to understand what
portions of your website are meant for them. This will also give you more intelligence
about visitors to your website whom – for one reason or another – choose to
remain anonymous.
Make sure that you are making content-rich offers that showcase the fact that your
company has the expertise to solve a prospect’s problem in a unique way. Most of the
time, it makes sense to put these offers behind a form, to encourage prospects to tell
you a little about themselves and their company. Ideally, look for a website solution
that adds intelligence to the data the prospect provides, to give you more insight into
their needs, wants, and desires:
2 MOBILE OPTIMIZATION

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MOBILE OPTIMIZATION
If your website is more than 3 years old, it is likely that it does not
provide an optimal experience when viewed from a smartphone
or tablet.
Modern websites rely on a technique called “responsive design” that did not even
exist 3 years ago. Regardless, many believe – including Mashable – 2013 is becoming
the year of responsive web design.
One big benet of responsive design is that there is only one set of content and code
base you need to create and maintain.
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“(not provided)” now accounts for
almost 40% of referring trac data from
organic search, an increase of 171%
since originally introduced a year ago.
If you think optimizing your website experience for mobile is not important, think
again. According to Google (September, 2012):

• 67% of users are more likely to buy from a mobile-friendly site
• 61% of people said that they’d quickly move onto another site if they
didn’t nd what they were looking for right away on a mobile site
• 52% of users said that a bad mobile experience made them less
likely to engage with a company
In all likelihood the analytics you have understate the number of visitors to your
website from smartphones and tablets. 80% of trac from iOS devices like iPad and
iPhone show up in your Google Analytics data as “referrer not provided.”
“
”

– Optify
3 BLOGGING
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BLOGGING
Do you have a blog?
Companies that blog see
• 55% morevisitors
• 97% moreinbound links
• 434% moreindexed pages
The way this works is two fold.
Since the Panda update, Google and the other seach engines have focused on
putting only current content on page 1 of the SERP (search-engine results page). So to
be more visible in search, you need to blog and blog regularly.
How often is enough? 3x per month is the minimum; 2-3x per week is ideal.
Note that to accrue the benets of blogging, you must have a blog that ‘looks like’
it resides on the same domain as the rest of your website. A blog hosted at another
domain does not provide these benets.
4 SOCIAL NETWORKS
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Does your website drive trac to your social media channels and vice versa?
Many B2B marketers still discount the importance of social media because they
believe it is self-serving only to B2C marketers. What many B2B marketers don’t
realize is that social media accounts are not only key in engaging with customers
but will also help your company’s website get found in search (!)
Recent ndings from MarketingProfs say that companies that are active on social
media gain a 185% lift in web trac after achieving 1,000 Facebook likes, and
businesses with 51 to 100 Twitter followers generate 106% more trac than those
with 25 or fewer followers.

Now the question is how can B2B marketers convert social media followers into leads.
SOCIAL NETWORKS
1. Measure How Much Trac Your
Website Receives From Social Media
This all depends on how sophisticated
the analytics on your website is, but with
many softwares out there, B2B marketers
can now examine where visitors are
coming from whether it is via LinkedIn
or Pinterest. By guring out where most
of your visitors are coming, you can
re-organize your social media efforts on
networks that matter instead of trying to
stretch yourself too thin.
2. Be Original
A majority of the content you share on
social media will be cherry picked on
your blog but social media is a great
place to decide what type of content
tools B2B marketers should invest in. For
example, if an old eBook landing page
is still being retweeted and attracting
visitors from LinkedIn, consider turning
this eBook into a fresh blog post. Again,
it is not about quantity, it is about quality
and B2B marketers can achieve this
by listening.
3. Think Before You Call – Tweet
Instead
We are shocked at how many companies

throw their sales people (from the
salesperson) when they see a follower
on Twitter say how much they love their
product to a Community Manager (from
the Marketing department). Allow me to
digress, with sales, you’re ready to go
full force. With marketing, it is more
important to create a loyal customer
than a one-time customer, so simply
recommending more resources to learn
more makes more sense than telling
a social media follower to contact a
salesperson. Social media lead
nurturing is a growing concept that if a
B2B business can comprehend it, they
will be able to more successful in the
long-run.
5 EMAIL MARKETING
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EMAIL MARKETING
After your blog, email is likely to be the second most important driver of leads for
your business. Email works to keep you top-of-mind with prospects until they are
ready to buy.
What to look for in an email solution:
Mobile-ready templates. According to
Pardot, less than 25% of B2B marketers
optimize their emailings for mobile. Which
means an opportunity lost. According to
Strong Mail, 42% of email is now opened on

a mobile device, which is expected to rise
to more than 50% in 2013.
Support for both newsletters and drip
campaigns. While email newsletters are
sent out on a regular basis, drip campaigns
are typically triggered by some interaction
the prospect has with your company at
your website. Making integration with your
website a must.
Mobile ready templates will allow
your company to eld promotions
like these
6 LANDING PAGES
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LANDING PAGES
Can you author branded, best practice landing pages with ease?
Often the rst experience a prospect will have with your company will happen on one
of your landing pages. So it’s critical that your landing pages be branded with the look
and feel of your site. Of equal importance, set up the landing page in accordance with
best practices to maximize conversion.
1
2
3
4
5
6
7
8
1 Page Headline 6 Minimal Links

2 Clear Headlines
7 Image/Video That Relates
3 Impeccable Grammar
8 Stay Above The Fold
4 Trust Indicators
9 Always Be Testing
5 Strong Calls-To-Action
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Many marketing automation products include tools to create landing pages based on
templates. But the templates themselves are “hard wired” and dicult to change
unless you know how to code yourself or have access to someone who does.
Look for a solution that allows you to create landing pages in less than 10 minutes
without coding.
7 CALLS-TO-ACTION
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CALLS-TO-ACTION
Thinking on calls-to-actions has changed of late, due to the rise of smartphones and
tablets. Instead of crafting websites as a series of pages, more websites are being
designed with fewer pages or as one very long page divided into sections.
With this style of website, there is no such thing as “the fold”. Instead, the focus is on
understanding how the eye travels across the page.
In short, sites use to look like this: And now they look like this:
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What this means for you is that you may already be considering redesigning your site
so it adheres to this new and – increasingly popular – design pattern. As part of your
redesign, you’ll need to gure out where to place your call-to-actions.
The emerging best practice is this:

• Website Home Page – Include room to merchandise at least 3 different
calls-to-action
• Section Headers – These are your most tracked pages. Put the
calls-to-action at the top and bottom of the page.
• Blog Entries – Place calls-to-action at the bottom of each entry.
Look for a solution that allows you to take control of your calls-to-action, to create
them without a graphic artist, and place them on the top / bottom / and possibly the
sidebar of your site.
8 A/B TESTING
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A/B TESTING
A/B testing is the single most powerful lever available to marketers who want
to generate more leads. A/B testing can be used to boost the response you see
from your email marketing campaigns and also up the conversion value of your
landing pages.
The rst step in setting up an effective A/B test is deciding what to test. To get
actionable results, you need to stay focused, disciplined, and test only one thing
at a time.
EMAIL LANDING PAGES
WHAT TO TEST
Calls-to-Action (Example: “Buy Now!” vs. “See
Plans & Pricing”)
Subject Line (Example: “Product XYZ on Sale”
vs. “Discounts on Product XYZ”)
Testimonials to include (or whether to
include them at all)
Personalization (Example: “Mr. Smith” vs. “Joe”)
Body Text
Headline

Closing Text
Images
The Specic Offer (Example: “Save 20%” vs.
“Get free shipping”)
The Main Headline (which typically contains a
succinct rendering of your product/offer/
service core value proposition).
The Calls-To-Action (CTA) – typically the text
on the button that represents your page’s
conversion goal.
Hero Shot. Try a variation of your main photo
(if you have one) – preferably showing your
product or service being used in context.
Button Design. Use design principles to
accentuate the appearance of your CTA
(contrast, whitespace, size). Above all, try
making it bigger.
Button Color – green for go, blue for link color,
orange or red for emotional reaction.
Form Length. For lead capture and other form
usage, you will want to minimize the amount of
elds that visitors are required to complete.
Long Copy vs. Short Copy. Often shorter is
better, but for certain products detail is
important in the decision making process.
Test it and see.
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Look for a solution that allows you to do A/B testing on the y, without a lot of hands
on intervention on your part. Typically, all you need to do is author two (or more)

different versions of your emailing or landing page. The system you choose should
have the intelligence necessary to put the two versions in rotation, track results, and
decide on the winning version.