How to Convert B2B Visitors into Customers

June 27, 2007 | 1 Comment

My website is still yo-yoing around Google’s rankings for the search term ‘copywriter’. But that’s ok as I still haven’t worked out how to convert my business visitors into clients when they arrive.

Since my blog is now my homepage its obvious that an extensive redesign is needed. At present visitors looking for a service simply get disorientated when they don’t find a traditional landing page and leave.

When assessing how to redesign my blog an important issue to ponder is what is it that people are looking for when they land on your business website? What is the defining element that will persuade them to purchase your product or service? Can just your carefully crafted copy do the trick? Or are they looking for something more?

It would appear that Enquiro Search Solutions have the answer, with their latest research into what influences B2B buying decisions. The full white paper can be downloaded for free after registering on their site, but here’s a brief summary of some of its key points:

  • When a purchaser becomes aware of an interesting product or service offline (e.g. at a trade fair) they naturally follow up with online research.
  • Over half will begin their research via the search engines, with Google the dominant choice.
  • 74% click on organic results, and 19% on sponsored links.
  • The top four organic listings receive 53% of all click throughs.
  • When arriving at a website they’re most interested in finding simple and clear product/service information in a downloadable format. This makes it easier for them to share their research with colleagues and present it to the ultimate decision maker.
  • Support information is also highly desirable i.e. general company information, case studies, white papers and knowledge bases.
  • The least desired content was the ‘bells and whistles’ such as podcasts, webinars and multimedia presentations.
  • Half of the 1000 B2B buyers interviewed would follow up their visit by purchasing online.

Enquiro’s research follows on from a similar study they conducted in 2004, and reinforces their conclusion on the critical need to provide clear, useful information in a downloadable format which visitors can share with colleagues.

So, based on this research my blog doesn’t just need a redesign, but will also require some downloadable thought leadership articles to build credibility and persuade potential clients why they should employ my expertise.

My to do list has just got a lot longer.

Posted by Matt Ambrose | Filed Under Marketing 

Normal Service to be Resumed Next Week

June 20, 2007 | Leave a Comment

Its been a bit hectic around here recently, and it looks as though yet another week is going to pass without a proper post.

Last week I was rushing round packing boxes and moving house, whilst trying desperately not to lose my laptop in the process.

This week has been a case of cramming work into three days as I’m flying to Portugal tonight to hit some golf balls. I haven’t had any time to practice, so fingers crossed I don’t get escorted off the course when they see my erratic swing.

Once I return I’ll be getting my new house in order, and starting on the renovations for my online residence as well. 

Posted by Matt Ambrose | Filed Under Blog 

Is the Home Page Dead? Only One Way to Find Out…

June 7, 2007 | 15 Comments

Are your visitors landing in the wrong place?

 

Well, my website has been bouncing around Google’s search listings for ‘copywriter’ for the last few weeks; however, I’m pleased to announce that it now seems to be stabilising on the lower rungs of page one.

I’m not totally convinced how I’ve managed to get there, and I’m not sure why some of the other sites deserve to be there either, but at least now I’m receiving a steady flow of targeted traffic.

I’m not popping the champagne just yet though as it’s actually my blog which has become my landing page, and not my main business website.

My business might be well sign posted, but when potential clients arrive expecting to find a copywriting service site they simply turn around and walk back out the door, annoyed at not finding what they were looking for.

After contacting my local IT support network I was given some excellent advice by two local experts, Ed Stivala from www.n3wmedia.com and Andy Bircumshaw from networkned.co.uk. Their thorough responses crystallised the fact that my blog has now become my business landing page, and I’m going to have to do something about it.

The problem is finding a format to satisfy both types of visitors.

I have the info hungry surfers looking for answers to their questions, and I have potential business clients looking for a straightforward copywriting service.

I’ve tried adding a copywriting service link to my header, but only 1/10 ever seems to click through. I think a lot of my business service visitors probably aren’t blog savvy, and view them as just online diaries rather than professional marketing tools.

However, my quandary is not an isolated case. With Google indexing pages rather than sites this means people can land on a variety of pages, and not just the carefully composed home page.

Is it time to reconsider how we structure our websites? Is the landing page dead?

The Blog Business Summit certainly seems to think so. Jason Preston highlighted an article in the New York Times discussing how people were now bypassing home pages:

‘media sites are discovering that many people are ignoring their home pages where ad rates are typically highest and using Google to jump to the specific pages they want’

Jason advocates the potential death of the home page as people are just batting it aside in their hunt for information. This might suit information seekers, but what about people looking for a service?

As discussed by Brian Clark this week, landing pages are needed to communicate the value of your offer. You have to get across the benefits of your product or service quickly and succinctly in a short space of time. A big part of achieving this is through your headline, which means for a start my blog title is going to have to get a lot longer.

The problem I now face is getting across the benefit laden features of a landing page without distorting the Copywriter’s Crucible’s blog format for readers.

Integrating the other pages of my business website into my blog should be easy. This gives me an excuse to take a hacksaw to some of its content, and not just a surgeon’s knife. It’s just finding a way to capture business service visitors without a traditional landing page that might be tricky.

If anybody can suggest to me some sites which are as effective as blogs as they are at landing pages then I’d certainly be interested in taking a look.

So, is Jason from Blog Business Summit correct; is the home page dead?

Looks like I’ve got no choice but to try and find out.

Posted by Matt Ambrose | Filed Under Search Engine Optimisation, blogging