As everyone moves to the web regardless of industry we quickly learn that there is a very big difference between trying to get contact or conversion for a service company soliciting business to business solutions and a business to consumer company trying to convert on product. When you're selling to consumers it's typically an easier conversion process as the price entry for whatever you may be offering is substantially lower than selling services to a business. On this post I want to offer some best practices on how to build your website for the best chance at increasing your online conversion rate for high price point services.

1. Focus on Establishing Value

One of the most common mistakes on the web is to offer a very in depth analysis of what the particular service offering is. Average time on a web page is very short for most people and using real time analytics you can clearly see that people won't read four pages of content about business consulting. Your content should be structured in a way that clearly defines the service offering in four sentences, highlights the clear benefits of that service, and offers a way for multiple forms of contact. Establishing value and return is more important than the service details itself as many times you'll spend time in discussions going over the details already made available on your website before getting a commitment.

2. Include Testimonials and Case Studies

Make sure that while you're making the value proposition of your service that you clearly show others who've met with success utilizing your service. Testimonials that highlight a clear return are much more powerful than those that do not. For an example:

A. "XYZ Corporation was terrific to work with and there staff is very responsive." - CEO, ABC Corporation

B ."XYZ Corporation was able to streamline our processes and increase efficiency 25% lowering our bottom line operating costs." - CEO, ABC Corporation

Which one would you respond to as the decision maker responsible for the success of your company or to senior management? Option B is clearly more powerful speaking directly to the visitor. Both are great testimonials but one clearly indicates a tangible result, the days of "best customer service ever" are long over and have little to no impact on people viewing you're site.

3. Integrate Media

Media is a powerful way to grab the attention of your audience on the web and takes the leg work out of them having to do anything. You can easily and effectively deliver a message that may take you two paragraphs to right in a 15 - 20 second video clip. This can be done via animation with voice over, have people from your staff speaking directly to the purpose of the service, or even do client testimonials.

It's my genuine belief that video testimonials and promotion of services done correctly are the future of effectively communicating your message. With that being said make sure that the text surrounding that video compliments what's being discussed and if you decide to integrate video don't make it a "cheap" production. It must feel professional to hold it's impact.

4. All Forms of Contact Made Available

I can't say enough to this but every web page that your promoting B2B services should have every form of contact available. Waiting for the online form to be filled out isn't how some people do business and in today's technology market we can still easily track phone contact and associate that ROI back to the web using  call systems. Every page promoting services should have the following contact information readily available.

• Direct E-Mail Address
• Option for Live Chat
• Phone Number
• Form Based Submission

The first three items may be part of your core design structure available on every page of the website. In fact, I'd highly recommend that. Conversion to your online form may also be global but making sure it's applicable on where it's available is still important. Many design practices will include this in the overall site structure much like the previous options but it's important to trust your web firm on when and how this may apply in the most effective manner possible.

5. Produce Multiple Versions of Content for Variable Testing

If you've got a newer website this is much easier than those without content management systems but using randomized versions of content to see which people respond to is a terrific practice that helps companies get the most return on investment. If you don't have analytics experts on staff or your marketing team is less web focused this ongoing support and continual revision cycle is best done by your web firm. Most web firms offer monthly retainer fees that go anywhere from 10 hours a month to whatever the size or results of your website demand.

There are many more practices for driving success but first and foremost, traffic is no good if the site isn't built to promote or convert in an effective manner. Many times if you have an existing website it might be good enough with regular monthly support to get the results that you want. If you want to know if your business to business website should be redone or adjusted for better conversion and a higher ROI reach out to Unleashed Technologies today and find out more.