User experience

F-shaped pattern and grid layout

• The most common page viewing pattern is where users’ eyes track in a F-shape across the screen
• Improve usability and functionality by arranging content in a clean grid structure
• Organize content on all pages into short paragraphs/ bullets with H2, H3, H4 headings

Easy access to product and service information

• Keep the navigation simple, intuitive, and consistent throughout
• Expand the primary navigation bar to include links to all relevant product/ service/ other pages
• Add a search bar for visitors to easily locate content related to specific products

Redundant actions

• More actions mean more effort/thought which can lead to a higher bounce rate
• List all the steps to complete a task and remove redundancies
• Remove/ fix/ add content for any broken links on the website

Mobile-first approach

• Mobile now accounts for over half of web traffic worldwide
• Use a responsive layout adaptable to different screens, to improve the user experience
• Optimize the images (sizes) to reduce scroll and improve page load time, which will increase SEO as well

Storytelling

Structured content

• Informative homepage, establish credibility with user testimonials and customer story snippets linked to case studies
• Separate campaign page with unique URL for major products/ services, with content organized into problem statement, solution, differentiation, user testimonials
• Integrate videos, infographics, charts, and other visual content to grab users’ attention

Localization of content

• Builds trust with visitors, ensures cultural relevance, establishes authority and knowledge
• Country-specific subdomain with localized product/ service information, customer stories, testimonials, and marketing campaigns

Lead generation

Enquiries and user interaction

• 70% of business B2B websites lack a clear call-to-action leading to lost sales opportunities
• Include relevant CTAs on all pages for users to easily submit an enquiry without having to visit the Contact page
• Enable a chatbot to conveniently address user queries 24/7

Conversion

• Place an enquiry form on the homepage banner to capture details for sales follow up
• Implement a newsletter subscription/ free offering such as a whitepaper for visitors to enter details and download

Social media engagement

Inbound marketing strategies

• Enable promoters -> Analyze traffc -> Post regularly -> Optimize content -> Retarget audience
• Leverage research reports relevant to your target audience for lead generation
• Keep brand name top-of-mind during events, by hosting interviews with prominent leaders
• Encourage employees to be promoters by sending internal mailers on CSR and customer/ employee recognition, to be further shared
• Find unique ways, using striking visuals (photo collages and videos), to demonstrate the functionality of new products/ services