Podcast Summary On this podcast, we'll talk about some fundamental ways that you can enhance and optimize your B2B website strategy.

[00:01:25] Our guest: Sam Moss * Sam Moss, Co-Founder of 1Click Agency * Sam's Podcast: B2B Made Simple

[00:02:25] Where do you start when you're analyzing an existing website strategy * Look at backend issues – if you don't know what's going on, it can really slow down the site. * Try not to over-complicate things. There should be a call-to-action (CTA) and it should be one of your main points. * Through your advertising, you can bring people in and then give them something of value to drive conversion.

[00:04:20] What are some KPIs that you should be measuring to gauge your site's technical performance and conversion? * Track KPIs. How many people are booking meetings/demos or calling to set up appointments? * Bounce rate is very important. How many people are going to your site and only staying for a few seconds? It could mean that the wrong traffic is coming to your site or that your messaging is off base.

[00:13:35] What is the value of customized landing pages? * Depending on where the buyer is coming from, you need to tell a different story. * Homepages have a more general message, but landing pages can talk to buyers depending on where they are in their buying journey.

[00:15:40 How should a website tell your business' story and how are different pages part of that strategy? * “About” pages are very important. People want to do business with people. * People are looking for people they trust and if your company can tell their story, it's going to be a big plus. * Before you even begin to scroll, your website should answer three questions. + What do you do? + How are you going to make my life better? + How do I buy from you?

[00:21:30] What are the fundamental differences in how you should approach optimizing your strategy for e-commerce? * There aren't many differences. * Speed is still important. * Make sure that it's an effortless experience. * If the store is overwhelming or tough, navigate or confusing, people are going to leave. * Make sure your site is optimized for mobile.

[00:24:15] How do you make sure that your site is optimized for lead generation? * The message. Make sure your message is cohesive through your marketing strategy. * Don't overthink. Many times, you can see what you need without AB testing something. * Optimize your landing pages by telling a story. * Your selling point shouldn't be the features, but the benefits, especially on landing pages * Keep your call-to-action (CTA) simple

[00:33:00] What marketing strategies drive traffic? * Posting on social media and podcasting can educate the market * Sending out informational emails without trying to sell anything builds brand affinity and trust

Resources LinkedIn Profile – Sam Moss

Website – 1Click Agency

Podcast – B2B Made Simple

LinkedIn Profile – Dave Karr

Website – Klyck.io