The primary goal of any tech firm worth its salt is to generate quality leads and stimulate revenue growth (especially MRR for software companies). The best way to position your business for success is to have a dynamic website that makes it easy to capture and convert leads. Many brands fail to maintain a website that aligns with their goals and identity, which is doubly detrimental in an industry driven by innovation and positive user experiences.
Technology evolves so rapidly, it’s easy for your brand’s website and messaging to become outdated. And that comes with a host of issues, from slow loading speeds to a poor user experience – all of which reflect poorly on your solutions and services.
Another common problem is the “quick and dirty” web build. You know the kind. Tech start-ups are under pressure to have a web presence, and they wind up rushing the design and development process. The result is a site that’s fine but doesn’t reflect the emerging brand’s image, innovation or differentiators. These problems are pervasive in the tech industry – but you can fix them. We’ve identified three core areas to help you upgrade your website so you can start generating more leads.
Tap into Your Intuition
Intuitive design can make or break your website. 90% of website bounce rates are design-related, which means your website needs to not only look good but provide a seamless and simple experience for visitors. Website designers typically aim for a clean design, but there’s more to it than that. Every element of a web page should be part of a deliberate B2B tech marketing strategy.
This includes:
- Strategic “Above the Fold” placement of key messaging
- Eye-catching CTA buttons with a strong call-to-action (CTA)
- Simple forms to capture data quickly
- Strong text to visual ratio
- Fast loading speeds (be mindful of media size!)
- Navigation that clearly directs visitors to critical information
- Optimizing for web and mobile performance
- Prominent and visible contact information
- Visible scrollbar
Web design largely comes down to what feels right. Think about how your target audience will engage with your website. Information should be accessible across any device, easy-to-read and results driven. Whether you’re looking for form fills, demo requests, or a consultation phone call, your website needs to create an experience that compels visitors to act.
Live Your Brand
Even if web development and other technical aspects of your website are flawless, your site could be suffering from an identity crisis. Tech brands often struggle to create a cohesive brand experience throughout their website and landing pages. This can be off-putting to visitors who rely on consistency and presentation to initiate relationships with potential vendors. Brand plays such a vital role in the purchasing process, that consistent branding can increase revenue by a whopping 33%.
The first step in making a good impression is to create or refresh your brand guidelines. Brand guidelines contain the “rules” of your brand and detail the right and wrong ways to communicate with your audience. At minimum, brand guidelines should contain:
- All brand logos and proper usage
- Color palette
- Typography
- Imagery & visual preferences
- Brand voice/tone
Once you have your guidelines confirmed, you need to enforce them. Ensure that all internal and external communications abide by the rules you’ve established. Remember – consistency equals credibility in the eyes of your customers. Good branding does more than just boost conversions, it humanizes your business. Don’t believe us? Discover how tech-innovator Enavate transformed their image and service offerings by focusing on brand.
Position Your Solutions for Success
Forget about what information you’re giving customers and start thinking about how you’re giving it to them. Prioritize communicating the business value of your offerings over littering pages with technical jargon, and you’ve got the right idea. From there, you can evolve your messaging strategy to show and tell website visitors what your business can do for them.
Use clean, concise copy that meets your customers where they are. If your buyers aren’t tech experts, speak to them like an everyday person. Minimize the acronyms and alphabet soup. If your audience knows their way around a motherboard, speak directly to their knowledge base. Supplement copy with videos, imagery, and product demos wherever possible. Remember, you’re not just looking to inform. Your goal is to engage.
Confused about where to start when it comes to leveling up your tech firm’s website. Don’t worry. We speak fluent tech, and we’re really good at designing and developing websites that boost traffic, conversions, and street cred. Give us a call.
Maggie Stankiewicz
Communications Strategist
As Communications Strategist for Roger West, Maggie developed outstanding content for a diverse array of clients and created an ongoing strategy to establish the agency’s unique brand voice.