If we take a look at the website component of our ARMS model, you’ll see it has lead capture and content in equal measure – that’s not for symmetry. Lead capture on websites is seldom optimised and businesses are missing out on potential leads because they aren’t asking for them. There are a whole range of devices available to support lead capture, which don’t need to be overly expensive.
Content is king for the rest of the site, but it needs to be easy for a visitor to find what they are looking for – even if it’s just an understanding of what your business does.
Fundamentally, without promotion, most sites are fairly passive devices – but, particularly for B2B businesses, they are the best place to present prospects with everything about yourself, including what your ‘handpicked’ customers are saying.
In the B2C space, everyone is looking for reviews to validate purchase decisions; they are in the B2B space too, it’s just that business customers tend not to write unsolicited endorsements. We overcome that and make sure the things they’re saying are going to be in line with the business messaging.
The importance of your website as a portal between you and your customers is pretty clear. However, if it is just sitting passive, without fresh content, then it becomes less and less relevant to customers and therefore less and less relevant to Google.
We can take a look at this through Google analytics. Is that set up on your site? Do you have access to it?
By increasing the frequency at which you add content to your site, the greater the likelihood that visitors will spend longer on it. Google will also send its bots to visit more often, and those two things in combination with a bunch of other variables in the Google algorithm will start to convince Google that your site is worth promoting to its users.
After word-of-mouth, organic search is the cheapest way to get a prospect to your site.