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  • Insight
  • Strategy

A Website is a Key Priority. Period.

Author

Aapo Mäki

A website is the most important single channel for marketing communication, sales, and recruitment for a B2B business. When this is the case, it should be a key priority. Right? CEOs, stay alert!

When you’re cold calling, what might a potential customer do first if they become interested in you or your services?

They’ll go to your website.

When you’re marketing, what might a potential customer do first if they become interested in you or your services?

They’ll go to your website. Not surprisingly, since digital channels typically direct the user specifically to your website.

When you’re looking for employees, what might a potential candidate do first when getting to know your company?

You know the answer.

I dare say that in 99% of cases, a potential customer or employee will visit your website before making a decision. Most often, even before any discussions take place between you. Shouldn’t your website be in the best possible shape?

Yes. Yes, it should.

I wonder what kind of impact the website experience has on whether or not discussions ever start between you and your potential customer?

Exactly.

So, the website is crucial from many different perspectives, at least for the following target audiences, most of which affect every business:

Current customers

Current customers typically look for contact information or additional services on their suppliers’ websites. It’s important to ensure that current customers are also served with high quality.

New customers

New customers typically visit the website to get to know the company and its services. Therefore, services should be well described, and contacting the company should be easy. It’s also worth enriching the experience with reference stories, expert articles, and team introductions.

Staff

In larger companies, staff may use the company’s website for general information gathering or to find contact details. Additionally, sales teams use the website to link to relevant expert content for customers. Marketing, on the other hand, needs tools for creating landing pages, which are driven by advertising campaigns.

Job seekers

If you were job hunting, you would likely explore the potential employer’s services, clients, articles, team, and company history, right? These, along with the overall look and feel of the website and the user experience, play a significant role in shaping the employer brand.

Partners

Similar to customers: service descriptions, contact information, and any other content that enhances the user experience, such as expert articles. Important!

Investors

Public companies must provide certain investor content on their website in both Finnish and English. However, this content can be presented in various ways. Additionally, public companies should attract potential investors with a high-quality user experience and content that supports investment decisions. Who would invest in a company whose website is difficult to navigate and feels and looks unprofessional?

Quite an impressive list, right? With this in mind, it can be said that the website is a key matter. The website is your most important marketing communication and sales channel. It also plays a critical role in recruitment. Therefore, I advise the top management of all companies:

Ensure that your website is the best it can be. Typically, this is handled properly by hiring a qualified person to take responsibility for it. They will then use website professionals to assist them. Therefore, it’s important to make sure the budget for the renewal or development of your website is in place. Almost never is this the case. Almost always, shortcuts are taken. And the results fall far short of their potential.

Aapo Mäki
Aapo Mäki

CEO / Senior Service Designer