Podcast S2E20: 7 Fixes That Make Your B2B Website Convert

A B2B website can look polished, say all the right things about innovation and partnership, and still go 18 months without producing a qualified lead. When that happens, leadership usually reaches for a redesign with new photos and a fresh look. Shayne Serediuk, Director of Technology at Roadmap, has seen this pattern play out across manufacturers, distributors, and agriculture and energy companies. The problem tends to sit under the hood, in copy that misses the Ideal Customer Profile (ICP), crowded navigation, and forms that never reach the customer relationship management (CRM) system.

In this episode of Driving Growth, Steve Whittington and Shayne talk through the foundational work Roadmap completes before any design begins, along with the small, low-cost changes that lift conversion on the traffic a site already has.

Here is what we cover in the episode:

• The baseline Roadmap sets before a website project, from mapping the tech stack and connected systems like enterprise resource planning (ERP) software to narrowing the target down to one or two Ideal Customer Profiles
• How grayscale wireframes and page-level goals map the user journey before anyone chooses photos or design elements
• The five-second homepage test, and why Shayne suspects the window is closer to three seconds now
• Quick fixes you can make this week, including clicking through the site as a customer, testing mobile and page speed, simplifying long quote forms, and adding the FAQs your sales team answers every day
• When a full rebuild makes sense, and the search engine optimization (SEO) drop and time commitment that come with one
• How connecting forms to your CRM routes each lead to the right salesperson and shows them which pages a prospect viewed

A few key takeaways:

• Changing the wording on one button produced a 28% lift in conversion rate for a Roadmap client. Conversations with the sales team showed the original wording failed to tell buyers what their next step should be.
• Rewriting one client's site copy for their ICP lowered traffic by 10% and raised conversion rate by more than 58%, with the added form submissions flowing straight into HubSpot. Traffic on its own says very little about pipeline.
• A clear call to action (CTA) is the one element Shayne finds missing on most traditional B2B websites. One client drew 29,000 visitors in six months, about half of them from organic search, yet 79% bounced from the homepage because visitors had no clear next step.
• Your website works as a 24/7 salesperson when you give it the same tools, FAQs, and pitch your reps use, then connect every form to your CRM so you can follow a lead from marketing qualified lead (MQL) to closed deal.

Before you spend a dollar on a redesign, get clear on who you serve, give them a call to action that solves a pain point, and make sure every lead lands in your CRM and your pipeline.

If you found this valuable, make sure to subscribe to Driving Growth wherever you get your podcasts for more strategies on building a scalable revenue engine. New episodes are available on the first and third Wednesday of each month.

• Apple Podcasts: https://podcasts.apple.com/podcast/id1798562608 
• Spotify: https://open.spotify.com/show/7oPqQgSxiCjI9hlopITT1x?si=cbbd8ed459c248eb 

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