Increasing website engagement is the cornerstone of any successful digital or product marketing campaign. And it's something most B2B SaaS companies struggle with. There are many things you can do to make your website more engaging, but in this post, I will focus only on six of them.
Chunk your content
You need to make your content easy to consume by breaking it up into small chunks. Use headings and subheadings to break up the text, and when it makes sense, use bullet points or numbered lists instead of long paragraphs.
Additionally, use images throughout your site. Visually appealing images can help break up copy-heavy sections while also engaging readers.
Speak the language of your audience
One of the best ways to engage your audience is to speak their language. What does this mean? It means that if you want to connect with prospects, you need to be talking about what they care about and use the language and terminology they use in the tone and style they're familiar with. So don't go into too much detail about what makes your business so great—instead, focus on how they can solve their problems using your products or services. B2B companies are always looking for solutions to their current challenges, so make sure that every page on your website speaks directly to them.
Optimize for mobile
As you've been reading this, I've been flipping through phones and asking people if they're happy with their current phone choices. The results have been varied, but there's one thing that everyone agrees on: mobile is where it's at. Mobile visitors are growing exponentially every year—some companies see as much as half of their traffic coming from mobile devices, with another third of visitors split between smartphones, tablets and other emerging devices like smartwatches. The problem is that many websites aren't yet optimized for mobile. If your site is hard to navigate on a phone or other device, you're missing out on a major chunk of potential visitors who should be engaging with your content!
Luckily, it doesn't take much to make your website more mobile-friendly. First of all, you'll want to remove any text-heavy pages that could overwhelm a smartphone screen. If the information isn't absolutely necessary for conversion (that is, getting users to do what you want them to), don't include it! You may also want to consider hiding some images or videos behind tabs so users can choose what's relevant for them. Finally, ensure that all buttons are big enough for users' thumbs; nobody wants to have to zoom in just so they can click the next button!
Don't overload them with information.
Here's another mistake that many B2B SaaS companies make: they try to cram too much information on their homepage.
They overload the user with options and text, assuming that it'll make them more likely to convert.
But this is a big mistake. The fact is, people don't like to think hard when they're browsing online. And if you're a potential customer reading about your business for the first time, you most certainly don't want to read reams of text trying to figure out what your product does and how it can benefit you.
Instead of overwhelming visitors with content, let them quickly find out what exactly your company does in just a few words on your homepage. If they're interested in learning more, they'll dig deeper into your site; but if they aren't sure what you do, or if it doesn't speak directly to their needs, they will most likely leave and move on to other sites instead.
Try a little humor
Humor is a great way to connect with your audience and make your website more engaging. It can help show your company's human side, making you seem less corporate and more down-to-earth. In a sea of boring corporate copy, it can also help you stand out. But use humor with care.
You want to keep things professional and make sure that any jokes align well with your brand's personality. Make sure that the joke is relevant to what you're trying to communicate, and be sure that it isn't offensive or insensitive before using it on your site.
Make it easy to talk directly to you.
You want to make it easy for people to contact you directly. If a customer is on your website and has questions, it's because they are close to buying from you. Your mission is to get them off the web and talk with a real person.
Make sure you put your phone number in a prominent location on your site and an easy-to-contact email address like support@[yourcompanyname].com. Put these contacts in the top right corner of every page—that's where most people look first for answers.
Also, consider adding a chat window or a small box that says, "Got Questions? Call Us!" It can be tempting to hide an email address on the Contact Us page of your website or not provide one at all. But if you do that, customers will feel like they aren't getting the answers they need when they need them—and that means they might go somewhere else when looking for a product like yours.
If you make your website more engaging, it is easier to get people to move forward with your business.
Having a user-friendly website will not just improve the appearance of your company but can also increase the likelihood that people will buy from you. It increases conversions. In other words: more customers, more sales... and therefore, more profit! If you want to see growth in your business, this is an important area to focus on.