Is your website supporting your sales and business goals? 

In the digital age, a website is like a front door—everyone has one. But whether your site helps turn visitors into customers is another matter. By many estimates, today’s B2B decision makers spend the first 60% of the buyer’s journey in independent research, most of which is digital. 

That means your primary opportunity to showcase your unique competitive value is through your website. Your website must provide what customers are looking for, when and how they need it, and provide a clear path to the next step on the buying journey. If it doesn’t do all those things, visitors will go somewhere else.

How can you tell if your website has the key elements needed to support customers in their journey and guide them to a sale? 

Is It Customer-Friendly?

Once visitors get to your site, can they immediately see that they have come to the right place?

Of course, your site needs to provide information about your products and services. The question is whether that info is presented in a way that focuses on you, or on the customer? A customer-centric site has multiple advantages:
  • Drive more organic traffic.
  • Engage visitors’ interest by clearly connecting your unique business value with their most pressing needs.
  • Create a connection between the features of your solutions and the real-life benefits that customers want.
  • Differentiate your company from the competition in the areas that prospects care about.
  • Get important information to customers wherever they are, via the channels they actually use.
  • Keep prospects coming back and help to propel them toward a sale. 
  • Establish industry leadership by becoming a trusted information source.

When your site presents information from your customers’ point of view, they immediately realize that you understand their needs and can quickly find the answers to their most pressing questions. That makes them more likely to stay, explore multiple pages, and convert

Is It Functional?

No number of design-driven bells and whistles can make up for a site that doesn’t follow your ideal customers’ thought process. The best approach is to develop research-based customer-, corporate-, and product-level messaging that you can use as a touchstone. With this data at your fingertips—and in coordination with your company’s sales team—you can establish a clear view of each stage of the buying journey for multiple stakeholders. 

Work with your sales team to get a sense of how you can create a truly useful, functional environment for visitors by asking questions such as:
  • How does your ideal customer realize that they need a solution like yours?
  • Where do they go to research such solutions?
  • Whose opinion do they trust?
  • Which pains are they trying to solve?
  • Which goals do they want to reach?
  • What makes them want—or reject—solutions? 
  • Who is involved in the decision to purchase the solution?

Your website should align with the answers to these questions and provide a clear path from initial realization to final purchase and beyond, to customer support and evangelism. To get a full picture of the content you have—and figure out how to fill any gaps—take the time to create a content map
  • At which points are visitors likely to enter your site? 
  • Is the path toward purchase a clear and simple one, or is it easy for prospects to get sidetracked or frustrated? 
  • Is content searchable and optimized?

Take the entire scope of your site, including landing pages and customer support portals, into account. 

Can You Personalize It?

Whether your business is B2C or B2B, visitors expect a website to get them. With the right platform and a forward-thinking design, you can support those expectations in many possible ways. 

You can allow visitors who have been to your site before to pick up where they left off. If visitors have previously filled out a form, your site can recognize that and avoid asking them to complete the same form again. At the most basic level, your navigation can provide clear, simple direction so visitors can quickly and easily self-select the information they are looking for. 

Content can be tailored for your ideal visitors in particular industries or to address specialized needs or pains. At more sophisticated levels, your website can actually present tailored content to visitors based on where they are coming from—even give them information relevant to their region, in their native language


Is It Adaptable?

Functionality for your marketing and sales teams is just as important as functionality for your customers. Look for a website content management system (CMS) like Kentico that provides intuitive, easy-to-use interfaces for authorized users in your organization to change, update, and add to content. 
  • Need to correct a typo? Your team should be able to make updates and corrections in a few seconds.
  • Have a new on-demand webinar? You should be able to upload the file and create a landing page and download form quickly.
  • Need to add images, downloadable assets, and videos? Uploads, file organization, and updates to any kind of media should be a simple process. 
In addition to simplifying your day-to-day workflow, look for a website content management platform that gives you the option to integrate and manage sales and marketing programs. When you bring all your programs together, it’s easier to maintain your marketing and sales alignment. 
"The Kentico platform supports dynamic storytelling and provides a flexible platform for implementing any kind of creative or interactive solution that our clients require.”
 — Rob Bean, Refactored Partner | Marketing Strategist

Is It Optimized?

Regardless of any other factors, people have to be able to find your website. Today, that’s not possible with a scattershot approach. Google has become highly adept at recognizing not only the keywords that users are searching for, but the intent behind those searches. And it’s equally good at recognizing sites that have deep, relevant content that truly addresses that intent. 

To capture the attention of your ideal customers, you’ll want to ensure your site is working from an integrated search engine optimization (SEO) strategy that involves careful tuning of technical, keyword, and content elements

Is It Fast?

It goes without saying—but we’ll say it anyway: Make your site mobile friendly. 

Google’s Speed Update has taken mobile-first indexing to the next level. Consider how your pages it will render on mobile devices and smartphones—and how quickly readers will see the information they were seeking. 

That means looking at your site’s design and technical optimization. Your website developer should be able to implement technical improvements such as image optimizations and compression, along with programmatic optimizations to behind-the-scenes code. In addition, you might want to strategically implement Accelerated Mobile Pages (AMPs) to provide a superior mobile experience on selected pages.

Small Changes Can Add Up to Big Rewards

If polishing up your site seems like too great an undertaking, consider an incremental approach, such as doing a website audit, optimizing existing pages, or introducing a microsite, to get started. Even small changes can help you evolve your site—and begin generating benefits like increased visits, time on site, and qualified leads.

Finally, remember your business never stands still—and neither does your website. Start where you are, and keep in mind that you can take incremental steps to evolve your site as your customers’ needs grow and change. 

Ready to take the first step in evolving your website? 
Let the experts at Refactored help you find the right place to start. Connect with us today.


About Kentico

Kentico is an all-in-one CMS, e-commerce, and online marketing platform. It provides a great foundation for building websites, intranets, online stores, and community sites. More than 25,000 websites in 100 countries use Kentico. It features over 450 out-of-the-box web parts and an open API that helps get websites up and running quickly.