Every day, millions of people surf the Internet to conduct business-to-business (B2B) research. They want to determine anything and everything. Which software should they buy? Who should they turn to for legal help? How do advisors in the financial services industry stack up against each other? How do they separate themselves from roboadvisors?

More than 90 percent of B2B customers now conduct online research before making a purchasing decision, and they typically conduct 12 searches before settling on a brand or company, according to the Changing Face of B2B Marketing by Google/Millward Brown Digital.

Add these general online searches to the research your clients and referrals are conducting, and you can quickly realize the staggering impact of your website.

A few months ago, I asked Is Your Website Working for or Against You?, and many people told me the suggestions I made helped them rethink their website approach. Now, I want you to take those lessons and go a step further by evaluating the effectiveness of your website. Remember, Google evaluates your website to determine its value and search ranking, so you need to by using Google Analytics or a similar application.

  1. User Behavior Flow. When someone visits your site, where do they go and how long do they stay on your site? Do they linger on the homepage for a few seconds, or do they visit some of your subpages? If so, which ones? Understanding their patterns lets you clearly evaluate where you might want to change your content, design, and/or navigation.
  2. Acquisition Path. How do people get to your website? They may get there by typing in your web address, through a general search using keywords, by referral from another site, through your social media posts, or other avenues. You want to see a good channel mix that indicates people are finding you in a variety of ways.
  3. Network Size. How many people visit your website? Does this reach or exposure seem too low or about right? If the former, again think about the acquisition path, and consider increasing your social media activity and newsletters, while adding fresh content to your website.
  4. Sales Traction. What type of sales conversion and close ratio are you realizing?
  5. Blog Post Popularity. If you regularly add blog content to your website—and perhaps lead your followers to the blog via an email or social media post—look to see which ones have done well. Conversely, look at the blog posts that received little traction. Keep in mind that the title of the blog is often what draws people in, so make sure yours are strong by using a tool like CoSchedule’s Headline Analyzer.

We all want our websites to be beautifully designed, uniquely branded, mobile enabled, and rich with relevant search engine optimized content. Yet, it’s equally important to step back and see if all that goodness is indeed delivering.

ABOUT SHERI:
With 25 years in the financial services industry, Sheri is a recognized influencer, popular social media speaker, and a creative marketing force. As president of ShoeFitts Marketing, she collaborates with broker/dealers, financial advisors, third-party administrators, and financial professionals to help them leverage marketing tools and social media strategies to make meaningful connections that build business and grow sales.

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