Is your website in need of a refresh? Five questions to ask.

Forgive us for stating the obvious, but business owners are extremely busy people.

Running day-to-day operations, chasing constant growth and managing all of the complexities that come along with that is no easy feat. With so many plates to spin, it can be easy for your website to slide down the list of priorities.

As a B2B website design agency, we can’t stress enough just how important it is that you keep your online presence as well-maintained as possible

For starters, KURVE marketing statistics reports that ‘approximately 90% of B2B buyers begin their purchase journey with online searches’. Meaning that in many cases, visiting your website will be the first interaction that a potential customer has with your business. It really is your ‘front of house’ and first impressions matter.  

With this in mind, here are the five questions you need to ask to determine if your B2B website is damaging your brand perception, losing you leads and is in need of a refresh.

1. Are you proud of it?

If your reception area was untidy, falling apart and looking completely run down, you’d take steps to fix it right? Of course you would, because you’d be aware that it would give an undesirable impression of your brand to anyone who visited, especially potential customers.

An unappealing company website is essentially the same thing, just in digital form.

When you refer someone to your website, do you do so with confidence? Does your site present users with a depiction of your business and services that you are proud of?

Or do you grimace at the thought that a lead may become lost once they see how  cluttered and outdated your site is? 

If you answered the latter, it’s time for a refresh.

2. Is the website doing what it was designed to do?

A lot of weight is placed on your B2B website, in most cases they are expected to do the jobs of 3 people in one.

It can be your marketeer, chief lead generator and even your sales closer. So in the same way that the success of your personnel is judged on performance, you should assess your website just as stringently.

When you initially planned to launch your own B2B site, what were the original goals? Whether it was brand awareness, lead generation or to boost online sales, you can use tools such as Google Analytics to determine if your site is serving its purpose.

Keep an eye on key metrics such as traffic, engagement and conversions. Then compare your website’s performance against the goals you set. If there’s a significant gap, it’s a sign that your website might not be functioning optimally.

3. What does your website say about you?

In other words, what would someone landing on your site assume about your business?  

If someone who is totally unfamiliar with your brand has just arrived on your website, could they instantly understand what you do and the value you offer?

Thankfully, there are ways to find out first hand what new users think of your site. You may want to implement first impression or useability surveys to your landing pages, as long as they are not overly intrusive and don’t prevent a user actually navigating your site, you can get valuable feedback.

Alternatively, conduct in person testing, have some fresh sets of eyes look at your site and tell you HONESTLY what they think.

If you find visitors are having a poor user experience, it’s time to make some changes.  

4. What does the data say?

Technical checks can reveal important information about your website’s performance. Use tools such as Google Search Console, SEMrush or GTmetrix to check your page speed, mobile friendliness and search engine rankings.

Once you understand how users are interacting with your site, you can take the first steps to begin optimising. For example, if you notice a particularly important area of your site has a low engagement rate, you can highlight this as a priority and get to the root of the issues that are hindering performance.

In short, when you see the analytical data on your website’s performance, are you happy with the results? 

5. What are your competitors doing?

Take a look at your competitors’ websites. Are they more modern, visually appealing, or easier to navigate than yours? If so, you may need to step up your game.

Competitor analysis allows you to benchmark your website against the current standards within your industry, keep an eye on:

• Visual design

• Navigation

• Content quality

• Calls to actions (CTAs)

By understanding these aspects of your competitors’ websites, you can identify opportunities to differentiate your brand and areas where you might need to improve.

Being totally unbiased and thinking as an everyday user, when using your competitors site, would you be more inclined to choose their offerings over those of your own business? The answer might be painful, but you can use it as a chance for improvement.

Remember though, analysing competitors does not mean copying competitors, it’s about learning and adapting accordingly.

Trust the experts

After asking yourself the questions above, what was the verdict?

If you have realised that your site is in need of some urgent TLC, it may be time to hand it over to the experts.

As a specialist midlands based digital marketing agency that excels in B2B web design, we have helped countless clients to maximise the performance of their websites, generate more leads and achieve their business objectives.

See for yourself what our clients have to say about utilising our services for their marketing requirements!

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