Website

5 Common Website Mistakes Costing Your B2B Business Sales

As a digital agency that has built websites for numerous B2B businesses, including industry leaders like Sojern and Detrack, we've witnessed firsthand how a well-designed website can impact a company's success. However, we've also seen countless businesses make common mistakes that hinder their ability to attract and convert customers.

In this article, we'll delve into five of the most frequent website errors we've encountered and provide actionable advice on how to avoid them.

Mistake 1: Skipping the Discovery/Brand Strategy

One of the most common mistakes B2B businesses make is rushing into website design and development without conducting a thorough discovery and brand strategy process. This crucial step involves understanding your target audience, defining your unique value proposition, and establishing a consistent brand identity.

Why is this important?

  • Inconsistencies: With a clear brand strategy, businesses often have consistent branding elements, such as conflicting colours, logos, and messaging. This can confuse visitors and undermine your brand's credibility.  
  • Irrelevant content: A lack of understanding of your target audience can lead to irrelevant content or failing to address their pain points. This can result in low engagement and missed opportunities for conversion.  

How to avoid it:

  • Conduct in-depth research: Invest time in understanding your target audience's needs, preferences, and pain points.
  • Define your brand identity: Develop a clear and compelling brand story that resonates with your target audience.
  • Create a content strategy: Develop a content strategy that aligns with your brand identity and addresses your target audience's needs.

Mistake 2: Poor User Experience (UX)

A poor user experience (UX) can significantly impact your website's success. Visitors will likely leave and go elsewhere if your website is difficult to navigate, slow to load, or needs clear information.

Common UX mistakes:

  • Slow loading times: Large image files, complex code, and inefficient hosting can all contribute to slow loading times.  
  • Complex navigation: A simple navigation menu can make it difficult for visitors to find what they want.
  • Mobile-unfriendly design: In today's mobile-first world, your website must be optimised for mobile devices.

How to improve UX:

  • Optimise images: Compress images to reduce file size and improve loading times.  
  • Simplify navigation: Use a clear and intuitive navigation structure that is easy for visitors to understand.
  • Ensure mobile-friendliness: Test your website on various devices and browsers to ensure it displays correctly on all screen sizes.

Mistake 3: Lack of Clear Call to Action (CTA)

A clear and compelling call to action (CTA) is essential for guiding visitors towards taking the desired action, whether purchasing, signing up for a newsletter, or requesting a demo.  

Common CTA mistakes:

  • Weak CTAs: Vague or hidden CTAs can confuse visitors and deter them from taking action.  
  • Poor placement: CTAs should be prominently displayed and easy to find on each page of your website.

How to improve CTAs:

  • Use strong action verbs: Use action-oriented language to encourage visitors to take the desired action.
  • Create a sense of urgency: Use limited-time offers or scarcity tactics to create a sense of urgency.
  • Optimise for mobile: Ensure that your CTAs are easy to see and tap on mobile devices.

The Top 10 Marketing Challenges for SaaS Companies

How to Overcome Common Roadblocks and Achieve Growth.

The Top 10 Marketing Challenges for SaaS Companies

Mistake 4: Outdated Content

Outdated content can damage your business's credibility and trustworthiness. It can also confuse visitors and drive them away from your website.  

Common content mistakes:

  • Stale information: Ensure that your content is up-to-date and accurate.
  • Irrelevant content: Focus on creating content relevant to your target audience and addressing their needs.

How to keep your content fresh:

  • Regularly update your content: Create a content calendar and schedule regular updates to keep your website fresh.
  • Monitor analytics: Use website analytics to track your content's performance and identify areas for improvement.

Mistake 5: Inadequate SEO

Search engine optimisation (SEO) ensures that your website appears in search engine results pages (SERPs) for relevant keywords.

 

Common SEO mistakes:

  • Keyword stuffing: Overusing keywords in your content can actually harm your SEO rankings.  
  • Technical SEO issues: Technical SEO factors, such as mobile-friendliness, site speed, and proper indexing, can also impact your search engine rankings.  

How to improve your SEO:

  • Conduct keyword research: Identify relevant keywords that your target audience is searching for.
  • Optimise your content: Use keywords naturally throughout your website content, including headings, subheadings, and body text.
  • Address technical SEO issues: Use tools like Google Search Console to identify and fix any technical SEO problems.

Conclusion

By avoiding these common website mistakes, you can create a more effective and engaging B2B website that drives leads and generates sales. Focus on user experience, clear calls to action, updated content, and strong SEO to position your business for success in the competitive online marketplace.

Ready to take your B2B website to the next level? Contact our team today for a free consultation and learn how we can help you create a website that drives results.

Robert Smart
Founder & Strategist

Robert is the founder of 59er Digital. From Cape Town, he crafts digital magic for diverse businesses. With 17+ years in the game, he's lately all about Growth-Driven Design—turning pixels into success stories. Off-screen, he treasures family, books, and is nailing trumpet serenades.

Related Articles

Blog Link
Growth Driven Design
5 Min Read
Data-Driven Decisions: Why Competitor Research is Key to Your Business Strategy
The business world is a constant dance. Companies must adapt and evolve to keep pace with changing customer preferences and industry trends. Operating on a hunch can lead to costly mistakes and missed opportunities. This is where data-driven decision-making steps in, offering a roadmap to navigate the ever-shifting market with clarity and confidence.
59er Digital Team
July 21, 2024
Blog Link
SaaS
5 Min Read
Why Lowballing Yourself When Pricing Your SaaS Hurts (And What You Can Do About It)
The SaaS (Software as a Service) landscape is teeming with innovation. New startups emerge daily, all vying for customer attention and a slice of the market pie. One tactic often employed by new businesses is aggressive undercutting - offering their product at a price significantly lower than established competitors.
59er Digital Team
May 20, 2024
Blog Link
Website
6 Min Read
Website Design Sins You Didn't Know You Were Committing (and How to Fix Them)
Your website is often the first impression you make on potential customers. A well-designed website fosters trust, conveys professionalism, and ultimately drives conversions. However, even the most well-intentioned websites can fall victim to design choices that hinder user experience and push visitors away. These choices, sometimes remnants of bygone design trends, can make your website feel outdated and hurt your brand image.
Robert Smart
May 6, 2024