10 Functions of a High-Performance Website
Considering their unique challenges, it’s undeniable that the B2B websites of small to medium size businesses are a powerful brand asset and there are 10 powerful functions of a high-performance website that make it so, meaning that building a fully fit for purpose B2B websites require thought and technique, from structure to SEO, covered below. At a time when struggling businesses are being advised to aim for resilience and survivability, with more new businesses are compelled to start and existing businesses are compelled to look for new ways to find clients and grow, it’s never been more important to consider what makes a high performance website as driver of survivability.
Building a high-performance website is very much akin to building a high-velocity brand or high impact branding. We know how to those too, Business websites need to be high-performance websites, whether they are transactional or purely informational, if high performance is defined as being found by your target market, having content which engages, educates and delights them and allows them to easily connect with you.
1) Prospecting – First Function of a High-Performance Website – The Searchlight Effect
The first function of a high-performance website is that of prospecting – defining, identifying and knowing who your customers are. Knowing them allows you to call them by name or at least call their problems by name, through your high performing website using your content, which will target them and their needs and allow them to find you. If your targeting is sufficiently tight, your website will help you appeal to your target but ideally repel non-ideal customers and not attract them at all. This reduces your bounce rate.
2) Perception – Becoming a Contender
It starts with perception. As soon as they land on your page, they should feel that your website gives them a view of the capacity of the people who own it to help them solve an immediate problem and that they can trust the advice on your blog. Dependent on where they are on the funnel, they may just need an answer to a preliminary question but if they feel the answer is there, they’ll stick around to see it. And they’ll come back. The perception expands to accommodate some trust in your business’s ability and then it is easy to begin building a position in their minds and later, a relationship if you make the right moves or offer them an opportunity to do so. This is especially important for B2B websites for small and medium size businesses as they build their profile.
3) Positioning – Positioned to Provide Value
High Performance Websites are highly effective, partly because they a positioning tool with regard to whom your customers are, where they are today with regard to how they are feeling as well as where they are in a purchasing funnel. Are they looking to understand more about the problem area, are they looking for solutions, are they ready to buy or do they just need valuable information? They are looking for categories of information depending on where they are and your job is to be an answer to your prospective buyers’ problems, if not at a granular level, initially, then at a broad level. Your main site pages must provide this breadth and the depth should come in your blogs, for when they are in the frame of mind to delve, which they are unlikely to be right at the start of the purchasing journey.