Why Every B2B Company Needs an Up-to-Date Website in 2015

December 10, 2014

weidert blog author

Posted by Alex Sobal

modern_websitesAs an inbound marketer, one of the most frustrating things to hear a prospective client say is, “our business doesn’t really need a website.” Or if they have a website that isn’t up-to-date, we’ll often hear a myriad of excuses for not keeping up with it like, “we don’t find most of our buyers online” or “people aren’t really searching for us, so it isn’t worth the hassle or investment.” 

Time after time we hear these excuses from B2B companies, and time and time again we’re left sitting at our desks with our face buried in our palms.

While it’s true that B2B companies have a harder time attracting viewers to their site compared to B2Cs, it’s not because people aren’t looking; it’s just simply because their industries attract niche audiences. No matter where you are in the world, you can run into someone who likes Coca-Cola, but only a small-fraction of the world’s population can say they’re interested in something like resource management programs or industrial valve systems. It’s mostly just a numbers game, and that’s totally fine.

What isn’t totally fine is not putting in the effort to attract these niche audiences and letting quality lead opportunities pass you by. Want to know what’s worse than a website that doesn’t attract more than 1,000 visitors a month? Having a non-existent website that can’t attract any visitors at all! There are many things you can do to improve a website once it’s built, but you can’t do anything if it doesn’t exist in the first place.

That being said, if your company does have a website, but haven’t updated it since George W. Bush was in office, you’re probably not doing much to help your company either. Think of it like a corny, local ad for a used car salesmen. No one is ever impressed by the subpar video, graphics, and audio quality, and it’s tough to get people interested in coming to the lot when all you have to show are cars that were built 8 years ago.

With 2015 less than a month away, it’s safe to say that online searchers and potential clients expect much more out of companies in this day and age. New software programs like HubSpot, Wix, and Squarespace have made it possible for just about anyone to design a beautiful, functional website, and the longer it takes your company to get with the times, the more time your competitors have to gain a leg up on you. The internet makes it incredibly easy for a prospect to connect with your company, but if your website doesn’t meet their expectations, it’s also incredibly easy for them to find a replacement they think is better.

What defines an up-to-date website?

Apart from having your current company and product information listed, there are several elements that define an up-to-date website. In this day and age, a modern website should be:

  1. Fast

  2. User-Friendly and Visually Appealing

  3. Search Engine Optimized

  4. Mobile Optimized

  5. Rich with Marketing Content

If your website meets these 5 criteria, then you’ll have no problem attracting visitors and earning conversions. However, if you’re still not convinced that a modern, updated website is crucial for your business’ success in 2015 and beyond, I’ve gathered some important data about online searchers’ expectations and the importance of having a properly designed and optimized website. It’s hard to argue with these 13 points:

  • Only 67% of businesses use a website to market to customers (Source)

  • Companies that blog get 55% more web traffic, 97% more inbound links, and 434% more indexed pages than those that don’t (Source)

  • 49% of sites fail to comply with basic usability principles, and 50% of online sales are lost because visitors can’t find content (Source)

  • 47% of desktop web users expect a web page to load in two seconds or less (Source)

  • A site that loads in 3 seconds experiences 22% fewer page views, a 50% higher bounce rate, and 22% fewer conversions than a site that loads in 1 second. (Source)

  • More than 75% of online consumers left for a competitor's website rather than suffer delays (Source)

  • 88% of online consumers are less likely to return to a site after a bad experience, with nearly half expressing a loss of positive perception of the company after the experience (Source)

  • More than 1/3 of web users will tell others about disappointing online experiences (Source)

  • 70% of executives use smartphones and tablets to look up product or service information (Source)

  • 72% of survey respondents expect brands to have mobile-friendly sites (Source)

  • 71% of mobile browsers expect web pages to load almost as quickly or faster than web pages on their desktop computers (Source)

  • 50% of mobile web users will abandon a page if it doesn’t load in 10 seconds, and 3 in 5 won’t return to that site (Source)

  • 48% of mobile visitors who visited a site that wasn’t mobile-friendly felt that the company just didn’t care about their business (Source)

How’s that for proof?! If you don’t think having a fast, optimized website is important to have in this day and age, then you’re only being naïve. On the other hand, if you’re looking for some ways to improve your website’s usability and design, make sure you download our free “Website Usability Checklist” below.

Resolve website trouble spots with this checklist

Topics: Search Engine Optimization, Web Design and Development

whole brain marketing blog author
Written by Alex Sobal

Alex has exceptional writing skills and the ability to learn new industries and their complex processes. While at Weidert Group, he was also an avid social media marketer and wrote frequently on online community engagement and content creation strategies for our blog.

Click here to get your inbound marketing guide