The answer to this question is fourfold: Appearance, Relevance, Accuracy, and Persuasiveness.
Let’s take a closer look at each factor that affect your website traffic. Search Marketing in London
Appearance
Aesthetics matter. Vain? Maybe. But sites that look good garner more traffic. The secret to a high-converting website is its design. People are visual.
First impressions matter a lot in web design. Don’t forget; you have a very short amount of time – less than 3 seconds! – to make a strong, positive impression on your visitors. If your site looks dated, they’ll move on to one of your competitor’s sites that look fresher and more contemporary.
You know this: we live in a fast-paced world. But you may not know this: people expect websites to keep up. If your site looks like it was designed in the 2000s, it’s time for an upgrade. A well-designed website will give off an air of professionalism and expertise, which can inspire confidence in potential customers or clients.
Relevance
There’s a difference between a “wide” audience and a “deep” audience. A wide audience are people who may be interested in what you have to say but not deeply interested. A deep audience is much smaller but composed of people eagerly passionate about your message.
When it comes to websites, relevance is what draws visitors in and keeps them coming back. People want to find information that is relevant to their lives, and they will only return to a website if it consistently provides them with useful, targeted content. As such, relevance is the key to attracting and retaining visitors to your site.
Website relevance means creating content that is:
- Timely: People want information that is up-to-date and relevant to the current moment.
- Targeted: Your content should be focused on a specific audience or niche.
- Useful: Provide your visitors with information that is useful to them. It could be tips, tricks, advice, or anything else that would benefit them.
Accuracy
People need to know that they can trust the information on the website before they spend any time on it. Why waste time on a site that regularly gets facts wrong? In the age of the internet, people can fact-check with the click of a button. You will quickly lose visitors’ trust if your site is consistently inaccurate. As soon as you lose that trust, it’s very difficult to get it back.
How important is accuracy on a B2B website?
That all depends on the products or services that your company offers. For example, accuracy is absolutely essential if you’re in the business of selling medical supplies. Your customers need to trust that your site’s information is correct, or they could face serious consequences.
If you’re a B2B company selling office supplies, accuracy is still necessary but may not be as critical. Sure, your customers need to be able to trust the information on your site, but a few inaccuracies probably won’t have too much of an impact.
But then again, accuracy is a must for all websites, regardless of industry. If you want people to keep coming back to your site, you need to be a reliable source of information.
Persuasiveness
Your website is often the first point of contact between you and potential customers. You will likely lose out on valuable business opportunities if your site can’t persuade visitors to stay and learn more about your company.
A persuasive website could quickly explain what a company does and why it’s the best at what it does. Your website should be convincing enough to persuade visitors to take the desired action. It could be signing up for your newsletter, downloading a white paper or e-book, or even making a purchase.
The key to persuasion is providing every potential customer with enough information to make an informed decision. If you’re selling products or services on your website, you must clearly explain how they will benefit the customer. However, bombarding potential customers with too much information can have the opposite effect, so finding a balance is important. Search Marketing in London
