Business to Business (B2B) marketing is challenging.  As Canadian businesses bring their companies online, many struggle to reach their business target market on the Internet.  That makes each and every website visit a precious accomplishment.  The last thing we want to do is lose these elusive buyers to a bad website experience.

In a new benchmark report from Ascend Marketing and Jackson Marketing Group, B2B marketers ranked the most important website pages they optimized in the past year.   This peek into the strategies of expert marketers can guide us in optimizing our own websites for the unique B2B buying cycle.

The Top 8 Pages to Optimize on B2B Websites

Marketers say the most important B2B website pages to optimize are:

  1. Website Homepage (57%)
  2. Product or Solutions Pages (47%)
  3. Lead Registration Forms (30%)
  4. Content Download Landing Pages (28%)
  5. Company Pages (27%)
  6. Paid Search Listing Landing Pages (12%)
  7. Promotional or Trial Offer Pages (12%)
  8. Cart and Payment Process (12%)

“There is a great deal of opportunity for B2B companies to grow their effectiveness as lead generation engines,” the report states. “Particularly as 93% of B2B purchase decision makers say they research their purchases online.”

Comment on Canadians Internet BusinessWhich website pages do you focus on when testing and optimizing? Please share your experience or questions in the comments below.

Source: Ascend2.com

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5 Responses to "The Top 8 Pages to Optimize on B2B Websites"

  1. Aline Pitocco  October 2, 2014

    Very good blog thank you so much for your time in writing the posts.

    Reply
  2. Ross  September 22, 2014

    Fantastic post!

    Reply
  3. Karen  September 19, 2014

    I’m not sure I agree with all priorities but they’re bound to be different for different companies. Benchmarking is just a guideline after all, not the rule.

    Reply
  4. Mark in Marketing  September 18, 2014

    Some I would have guessed but others are ranked lower than I thought they would be. It really points out the difference between b2b & b2c priorities. Thanks for sharing the data.

    Reply
  5. Lew Davis  September 18, 2014

    I’m really surprised paid search landing pages are ranked so low. Why pay money for advertising without making the landing page all it can be? That doesn’t make sense to me at all. Anyone?

    Reply

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