Updated: Jun 21
Your website is your business's virtual storefront and, frequently, the first point of contact with potential customers.
The stakes are high, and you want it to be perfect.
But, like any project, it is tempting to cut costs where possible by entrusting the design and development of your website to an amateur, perhaps a tech-savvy friend or a student willing to do the job for a fraction of the cost.
However, web development is where you get what you pay for.
Table of Contents:
Why you should trust your website to a professional
Here's why entrusting your website to a professional rather than an amateur is vital.
Quality and Expertise:
Professionals bring years of technical expertise, industry knowledge, design skills, and an understanding of user-experience principles.
An amateur might know how to make a website, but making it functional, well-designed, and user-friendly is an entirely different ball game.
An unpolished or poorly functioning website can be a deterrent for potential clients and a poor reflection of your brand.
SEO and Visibility:
One of the primary goals of any website is to ensure potential customers can easily find it.
Achieving that requires optimizing your website for search engines—a complex task that requires an understanding of algorithms, keyword utilization, and technical SEO elements.
An amateur may lack this understanding, leading to a beautiful site that no one can find.
Reliability and Maintenance:
Websites aren't a one-and-done project—they require ongoing maintenance to ensure functionality and security.
A professional web developer can quickly handle site updates, fix bugs, and address security concerns.
On the other hand, an amateur might not have the skills or the time to offer the necessary after-care, leaving your site vulnerable.
Adaptability and Future-proofing:
Web development is not static.
It requires keeping up with the latest trends, technologies, and algorithms. Professionals are committed to their field, continually learning and adapting to changes. They will design a website that's not just right for today but will remain relevant and adaptable for the future.
An amateur may use outdated practices or lack the knowledge to make your website future-proof.
Developing a website is time-consuming and more so when done by an amateur. An amateur may underestimate the time required, leading to delayed launches and potential lost opportunities.
A professional will work within a timeline, deliver the project when promised, and allow you to focus on your core business tasks.
Customization and Scalability:
Every business is unique and deserves a site that reflects its individuality. Professional web developers have the skills to build a customized website tailored to your needs.
As your business grows, so will your website needs.
A professional will develop a site with scalability in mind, whereas an amateur might build a site that becomes restrictive as your business expands.
User Experience and Conversion Rate:
A professional web developer understands the principles of good user design and how it impacts conversion rates. They know where to place call-to-action buttons, how to design intuitive navigation, and how to make a site mobile-responsive.
These subtle nuances often evade amateurs, resulting in a less effective website.
Entrusting your web development to an amateur might seem cost-effective initially.
But remember, your website is a long-term investment.
An amateur-built site might cost you more in terms of lost opportunities, additional fixes, and the need for a website overhaul.
A professionally built website ensures a seamless user experience, improved search engine rankings, and better conversion rates, all contributing to your bottom line.
A B2B company's website isn't just an online billboard—it's the nucleus of your business operations.
It's where prospective clients get their first impression, transactions can occur, and you can nurture customer relationships.
A high-performing website draws visitors in, retains them, converts them into customers, and motivates them to return.
Keep in mind these best practices when creating a high-performing B2B website.
#1 Prioritize User Experience
User experience (UX) is pivotal in retaining visitors and converting them into customers.
It's about making your website intuitive, easy to navigate, and useful.
A simple, clean design with clear menus, sensible site architecture, and an intuitive user interface enhances UX.
Have you ever visited a website to evaluate a product or service that is so chaotic that you jump away as fast as possible? If they can't organize their thoughts on their website, how can you trust them with your business?
#2 Speed is Essential
Website load time can impact the user experience and your SEO rankings significantly.
As per Google, a delay of over three seconds can lead to over half your visitors bouncing.
Therefore, optimizing your site's speed by compressing images, minimizing HTTP requests, and leveraging browser caching is crucial.
For those who like a little flash with an exciting video hoping to draw in more traffic, beware!
If the video uses too much bandwidth, it will slow your site loading, and you risk being downgraded in your authority and rankings by Google.
#3 Mobile-First Approach
Currently, mobile devices account for more than half of all web traffic.
Expect this trend to rise, hence the importance of designing your website with a mobile-first approach.
Ensure that your site will function flawlessly on smaller screens, providing a seamless
experience for users on all devices.
#4 Focus on SEO
SEO isn't just about ranking higher on Google—it also affects the quality and quantity of your website traffic. Integrate keywords relevant to your business throughout your site content but avoid keyword stuffing.
Ensure your site's architecture is easy for search engines to crawl and utilize SEO meta descriptions, meta titles, and tags to enhance your visibility further.
The most sensational website is worthless if prospects can't find you when they type a search query.
#5 Include Engaging, Valuable Content
Content is king, but only when it is engaging and valuable. Create blog posts, guides, case studies, videos, and other content that can educate, entertain, and add value to your visitors.
This effort builds your brand credibility, fosters trust, and helps your SEO.
Remember that your brand is what others think of your company, product, or service. Become a thought leader with compelling content, and you will gain trust.
#6 Keep It Fresh
Regularly updating your content keeps your website relevant and engaging and signals search engines that your site is active, helping improve your search ranking.
#7 Implement Strong Calls to Action (CTAs)
Well-designed and strategically placed CTAs guide visitors toward conversion. Be it downloading an eBook, signing up for a newsletter, or contacting your sales team, make sure your CTAs are concise, compelling, and prominent.
Don't make the mistake of asking for too much before you have persuaded a visitor to do business with you.
So many websites have a call to action to request a demo at the top of their site. It's ineffective – it's like asking someone to marry you before you go on a date.
#8 Ensure Security
With the increase in cyber threats, website security is paramount. Not only will an SSL certificate encrypt data transmission, but it will also build trust with visitors and boost your SEO.
#9 Leverage Data Analytics
Use tools like Google Analytics to track key performance indicators (KPIs) such as bounce rate, page views, and conversion rates.
This data will provide valuable insights into your website's performance and areas needing improvement.
#10 Foster Social Proof
Customer testimonials, case studies, and reviews are powerful tools for building trust and credibility.
Showcase these on your website to reassure visitors of your products or services' quality and
Creating a high-performing B2B website isn't a one-time project
It's a constant process of analyzing, adjusting, and improving. By prioritizing user experience, adopting a mobile-first approach, focusing on SEO, providing valuable content, and ensuring security, your website will attract prospects who want to do business with you.
And we get it. Your nephew or friend could use the work, but leave your website design and development to the experts to get the best results.
About the author:
Diane Saeger is the CEO of Marketeery, a full-service marketing agency that uses marketing science to convert prospects to customers for high-tech companies. She leads a professional team that can deliver websites that persuade and convert visitors to customers with compelling words, designs, and SEO.