Your Website is More Than a Fancy Product Brochure.

Done right, a B2B brand’s website is a self-contained, multipurpose resource that can bring your visitors from awareness to consideration to decision in as little as an hour.

But let’s face it: most Central Florida enterprises aren’t getting that kind of benefit from their website. Instead, it stays static. Visitors come and go – and many “bounce,” never to return.

Bounce rate describes the percentage of visitors who come to a website and leave within a few seconds, often without even scrolling down the page they started with. A poorly designed website may have a bounce rate of 90% or more. The “average” Central Florida business website is a little better, often having a 50% bounce rate.

That means every visit is a coin toss.

If your website is in that category, it’s no surprise you might hesitate to spend money on it.

How can you believe in website redesign ROI if you’ve never seen the results you should expect? Modern Web design might seem like a luxury, but it’s a core part of your B2B website strategy: essential to getting the most leverage from your marketing investment.

That means:

• Wherever your B2B website may be right now, it can be greatly enhanced through a redesign.
• A redesigned website lets you stand out from competitors who are doing most things wrong.

What A Good Website Design Should Do – And How A Website Redesign Gets You There

A website isn’t just for looking at. What are its functions?

Here’s what you should expect (and deserve) from your website:

1. Your Website Design Should Drive Conversions

If your website isn’t driving conversions, it’s pure overhead.

Unfortunately, this is where many Central Florida business websites fall short. Without realizing it, all too many leaders have bought into the “if you build it, they will come” school of website development. With 1.1 billion websites in the world, that just isn’t realistic. Website ROI needs to be intentionally added to the equation.

Website conversion can be enhanced by thoughtful design decisions:

• Ensuring there’s enough helpful and informative content to meet clients anywhere in their journey.
• Making it easier for them to enter your content ecosystem with email marketing and social media.
• Resolving user experience challenges so website visitors won’t get lost, slowed down, or frustrated.

Some savvy business leaders discover that their website has never delivered the results they want. Others see they’ve outgrown their website as their brand voice and offerings become more sophisticated. As client needs and priorities shift over time, your website design should evolve with them.

Sometimes, nothing less than a complete redesign will do.

2. Your Website Design Should Build Client Trust

Everybody in marketing knows the formula: customers need to know, like, and trust you.

“Know” is the easy part. “Like” isn’t that hard, but it’s not enough – there might be plenty of people you like who you wouldn’t trust to do your taxes or give you a dental filling. “Trust” is the end of the line for a reason. For a brand to achieve trust, you have to demonstrate competence.

Your website is the perfect opportunity to do just that.

The old-fashioned approach to business looks at advising or guiding people who haven’t made a purchase yet as “giving away the store.” You know better: content marketing is how you demonstrate commitment to a true exchange of value, providing a tantalizing glimpse of what clients can expect when they choose you.

That means:

• Ensuring every aspect of your website has the right trust signals, like social proof and data security.
• Expanding your website’s content library so your expertise is on display across relevant topic areas.
• Creating the right step-by-step bridge to effectively lead newcomers to follow, subscribe, and buy.

3. Your Website Design Should Reflect Business Maturity

As your business gets bigger, it has more to say. As it should.

Your website is one of your most important assets. Every social media post, email, or video leads back to it. Everybody who hears of your business for the first time will look at it. Every returning customer will check it over and over throughout the years. It’s a reflection of your progress, and it has to live up to expectations.

At New York Ave, we understand how to build a robust, responsive website that doesn’t just tick the boxes. It won’t only look good: it’ll perform well, both as a technology and as a piece of your business with real ROI.

Contact us to learn more or get started.