Many healthcare tech companies spend a lot of money building their SaaS marketing websites but realize they aren’t attracting high-quality prospects or converting them into leads.
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A lead-generating SaaS marketing website involves various aspects, starting with a robust B2B website strategy. Let’s explore how to go beyond pretty pictures and make your website an indispensable marketing tool.
The colors, images, and graphics are fun components to brainstorm and construct. However, the visual elements won’t yield long-term results if the website’s design doesn’t align with your SaaS marketing objectives. As such, you should start with a B2B website strategy before the design phase.
We typically hold a website redesign strategy session to help our clients align their website design and strategy. We discuss the goals of their SaaS marketing website redesign, understand their target audience’s priorities and concerns, and take inventory of their high-performing marketing assets (e.g., blog posts and e-books).
We also consider the SaaS marketing websites’ role in their overall digital marketing strategies. For example, how will the content enhance SEO to drive traffic? How will the website provide a home base for blog posts, case studies, videos, and more to support a SaaS content strategy? How will it generate leads to fuel email marketing campaigns?
High-quality, valuable content sets your SaaS marketing website apart from competitors while helping you build trust and establish thought leadership positioning. Set a solid foundation with a SaaS content strategy and follow these tips to maximize its impact:
Some brands make the mistake of only focusing on visual elements. However, beautifully designed SaaS marketing websites aren’t enough to generate leads. While images and color schemes may form a good first impression, a compelling narrative keeps users on your site to learn about your solution and interact with your content.
People like to read books and watch movies because stories draw us in and stick with us. Research shows that messages delivered as stories can be up to 22 times more memorable than facts alone. Meanwhile, people tend to remember pictures better than words, thanks to the picture-superiority effect.
Apply storytelling techniques and support them with appealing visual elements to engage website visitors, tell your brand story, and build emotional connections with the audience. Case studies and testimonials are particularly effective for humanizing your brand experience and demonstrating how other customers succeed with your solution.
Visitors turn to other websites for information when they can't find what they seek. To avoid losing visitors to your competitors, you must make it easy for prospects to achieve their goals with a seamless user experience by improving the UX of your SaaS marketing website.
Optimize images, use caching, and minimize scripts to improve page load time. Adopt a mobile-first responsive design to ensure easy navigation and readability on all devices. Also, simplify navigation with intuitive menus and implement a robust search feature to help visitors find what they need quickly.
Guide visitors to take the next step with compelling calls-to-action (CTAs) and optimize forms by only asking for essential information to increase conversions. Implement live chat to answer visitors’ questions in real-time and support conversational selling. Additionally, tailor the website experience for different audience segments and use dynamic content to personalize the user journey.
Having a converting SaaS marketing website is critical, but you must also attract the right prospects to the site for your lead-generating tactics to be effective. According to Backlinko, the top result on Google search engine results pages (SERPs) has an average click-through rate (CTR) of 27.6%. Moving up one spot on a SERP will increase CTR by 2.8% on average.
So, how do you leverage SEO to attract more high-quality visitors and increase conversion rates? You should support your B2B website strategy with various technical and non-technical SEO techniques to improve the user experience and demonstrate your content’s relevance to search engines.
Perform keyword research to identify popular terms and phrases your target audience uses when they search for solutions. Leverage the insights to inform your SaaS content strategy to create SEO-driven website content. Also, stay current with shifts in SEO and content marketing trends to achieve and maintain top ranking.
Your B2B website strategy must cover every aspect, from content and design to user experience and SEO, to support your overall digital marketing objectives and convert leads. Partnering with an experienced healthcare digital marketing agency helps you shorten the learning curve and achieve the desired outcomes cost-effectively.
Spot On specializes in healthcare SaaS marketing, partnering with healthcare tech companies to build converting sites based on a comprehensive B2B website strategy. Schedule a meeting to explore our website design and strategy services.
