Do you have B2B website objectives? Why do you need them and do they matter? Clear website objectives derived directly from broader business objectives will support both the development and the ongoing evolution of your websites. Website objectives will ensure that everyone is working toward the same goals and work can be prioritized correctly. In this article, we will learn about the importance of setting website objectives and look at some examples.
B2B Website Objectives influence digital marketing strategy
Having a great website that meets your ambitions begins with having clear website objectives.
Your website should be the fulcrum of digital marketing strategy. Organizations run marketing tactics such as search engine optimization, pay per click marketing or social media marketing to attract traffic. The traffic you attract should be sent to your website with a view to either converting into a sale or building a relationship, these are both website objectives.
B2B website objectives should influence the entire digital marketing strategy from traffic generation through to what happens on the website. Websites should be built to ensure that visitors satisfy business objectives with as little friction as possible and visitors should be driven to websites with a clear idea of what they are expected to do.
B2B Websites exist to support business objectives
A website exists in order to support business objectives. Regardless of what a site looks like, its features and functionality, even the best website will be useless if it doesn’t meet business objectives.
All aspects of the website delivery and maintenance process must be in line with business objectives. As digital marketers, we build great user experiences because we want the visitor to complete an action. We don’t build websites as artwork, we build websites as business tools that support revenue generation. Aspects such as usability, design, structure, and content all need to be in place because without them, it’s unlikely a website will meet business objectives. Website objectives based on business objectives will align all website deliverables, editorial decisions, and content prioritization.
Business objectives to website objectives
Before commencing any website build the first step should be to understand the website can contribute to delivering on business objectives. This will then set website objectives and define how success is measured.
In a B2B organization the primary objective is often to increase revenue and website objectives could support this in numerous ways, including generating sales leads and supporting prospects through the buying journey.
Websites have the capability to transform businesses, they can generate new prospects and support existing customers. Although websites often sit under the marketing organization, a website is more than a marketing tool. A focus on pure marketing objectives rather than business objectives could inadvertently limit the potential of a website. Setting B2B website objectives is a way of ensuring that capabilities of the website aren’t siloed.
How could website objectives be used?
Setting B2B website objectives will help guide decisions
When developing a website there are thousands of decisions to be made from the layout of templates to the copy that goes into them. Clear website objectives which are tied to business objectives will help make those decisions.
Setting B2B website objectives will help prioritize
Clear priorities are needed both during the initial website development and then throughout the evolution of the website. Everyone thinks that their requirement is the best thing since sliced bread and it can be difficult for your development and web marketing teams to prioritize. Clear objectives will help everyone in your organization to see where their requirements fit in the overall scheme.
Setting B2B website objectives will give roadmaps focus
A website should always evolve to meet emerging standards and trends. However, with limited resources, it would be foolish to keep pace with everything. Clear objectives will keep website roadmaps focused on value generation.
Setting B2B website objectives ensure measurability
A good objective is measurable and the basis for setting key performance indicators. In a digital world, almost everything can be measured, knowing what matters is the challenge.
The importance of setting B2B website objectives
The importance of setting clear objectives for your B2B website cannot be understated. All stakeholders which interact with the website regardless of whether they are internal or external will benefit from clear objectives. Internal teams will understand what the priorities are when it comes to maintenance and developing new content and functionality. External audiences will benefit because clear objectives will lead to a more focused and consistent user experience which supports their buying journey.
If your website is going to fulfill its potential there should be objectives and these objectives need to come from the very top of your organization. Setting objectives is not easy, but avoiding the task will result in poor ROI and ultimately a website which doesn’t do what your business needs it to.