4 quick website changes to provide value to customers
Do you want to improve your website to add value to your customers, but don’t have a lot of time? Well, you are in for a treat because adding value doesn’t have to be revolutionary. In most cases, you already have the information and knowledge, you just have to condense it and add it to your site for visitors to see. See below for 4 quick but effective ways to improve your website.
- Add testimonials from clients
- Include case studies to showcase results
- Add a blog
- Add a resource page
1. Add testimonials from clients
Testimonials from clients, both positive and negative, are extremely valuable. Use the negative testimonials to learn and improve your strategy (but we wouldn’t recommend putting them on your website!). The positive testimonials can be displayed on your website to prove credibility to prospective clients.
Note: You don’t have to include the entire testimonial—instead choose bits and pieces that are relevant to the page you are adding them to and the story you want to tell.
For example, if you have a testimonial about a specific service you offer, make sure to add the testimonial to that specific service page.
2. Include case studies to showcase results
One of the most powerful things you can add to your website is positive results from your clients. Many B2B buyers need to know someone else has used your platform successfully before they take the plunge to purchase.
One of our clients, LeaseCrunch, does a great job of this on their Why LeaseCrunch page. As you scroll down, you’ll see two case studies that showcase the results of their customers using their software. (A bit below that are 4 customer testimonials as well!)
Case studies provide real-life examples of success stories that can show other prospective clients how valuable your software is. They add credibility to your solution and prospects will be intrigued to get similar results.
3. Add a Blog
A blog is a great way to provide value to customers. When planning blog topics try creating topic clusters. Basically choose a topic that speaks to your audience’s needs or one on which you want to be known for. For example, if you take a look at Accelity’s blog, you can see all the topics we write about because that’s what our clients and prospects care about.
Once this topic is chosen, brainstorm blog topics related to that larger topic, then start writing! Once you have multiple blogs published, link from each blog to each other as relevant. As you build out your blog library, not only are you providing valuable information for your target buyers, you are also helping your SEO (search engine optimization) to bring more traffic to your site.
4. Add a resource page
Do you create educational content for your prospects? Do you use gated, downloadable content to drive new leads? If so, create a resource page on your site where you can house this content for easy access. This type of content can speak volumes to prospects about your expertise.
Another Accelity client, CLARA, does this effectively, including educational content and case studies on their resources page.
Again, you likely already have most of this information floating around. Now, you just need to go through the information and make it easy for your website visitors to find and digest. Start small when it comes to blogging; we recommend quality over quantity. And be sure to strategically chose placement of your case studies and testimonials on your site for maximum impact.
Interested in more changes you can make to provide value to customers and generate leads? Download 29 B2B Small Business Marketing Strategies Guaranteed to Generate Leads.
