5 Best Practices for IT Websites

Spending on worldwide information technology continues to grow with IDC predicting the market will reach $2.252,9 billion this year and $2,461.1 billion by 2019. That’s a lot of market share up for grabs, but how does IT marketing standout? Try these 5 best practices for IT websites in order to drive better engagement, visibility and to increase the conversion of sales leads.

IT region forecast

1. Clearly communicate value.

Athough IT websites need to make an impression quickly, they also need to express the value proposition clearly and succinctly.

Gain focus and more power by first determining the company’s value proposition. This is a clear statement of what is offered to a targeted buying group, how that offering stands out in its market, and how the business will deliver on its promised offering. All this needs to be captured in a succinct statement.

Website value proposition

arago-value-prop

An effective value proposition focuses on benefits rather than simply talking about features or services. Motivate buyers by addressing the ways in which your business provides the solution the prospect needs. Identifying where the solution fits in the IT stack can also be beneficial.

Steps to take:

  • Define your target buying group
  • Document their needs, pain points, and create personas
  • Define value propositions for these prospects

Related reading: The Importance of Defining a Value Proposition for the Internet of Things

2. Optimize for lead conversion

Gone too are the days of doing only one thing on a website. Users are no longer satisfied with going to a website to retrieve static information. They expect interactivity, efficient navigation, and streamlined text and images that make it easy for them to find what they need.

Website UX for inbound marketing

At the same time, marketers can now take advantage of the lead’s interactions with the site to evaluate engagement and interest levels. Enhance lead acquisition and lead capture by insuring forms and site Calls-to-Action (CTAs) are clear and focused.

descriptive CTAs - web design trends

Content for marketing example

The landing page, form, and/or overlay CTA need to be well designed, yet also have a strong supporting offer, clear value proposition, and trust marks for making your brand and service more valid for prospects.

3. Develop consistent, authoritative content

Too many businesses generate blogs, landing pages, or newsletters simply to push a product or speak to a bottom-of-the-funnel prospect.

Which pieces of content are most valuable to B2B technology buyers and at which stage of the customer journey?

Instead, create high-quality gated content for prospects seeking education or ways to solve their pain points relevant to your target market. This approach can help the website earn quality inbound links, social shares and organic traffic, which in turn boosts the site’s search ranking and increase the number of converting IT sales leads.

MOZ: Content marketing documentation

MOZ: http://imgur.com/Jm1mjEl

Make content memorable, so that the company site becomes a content marketing destination that has customers at its center. Distribute white papers, infographics or informative slide shares or videos that convey the brand’s professionalism, depth of industry knowledge, and thought leadership.

Custom content

Make sure there’s a very clear call-to-action, use high-quality images, and highlight the gated content’s value and purpose.

By providing an incentive in the form of gated content, you can increase your opt in form conversions by 300%. – JustUno

4. Design to impact and inspire

IT website design needs to be impactful, accessible, inspiring, and interesting. The IT buyer will often only be scanning the site, and may even be doing so on a mobile device. Focus on accessibility and legibility over flashy design quirks. A clean, crisp site that is simple to navigate will convert more prospects into buyers.

Website design - before and after

Without a mobile responsive site, the IT marketing team can miss out on a fast-growing audience. According to Google, if users have a positive interaction with a business’ mobile site they are 67% more likely to convert.

“At just three seconds of delay, around 40% of all websites see frustrated users leaving their business behind.” — Aberdeen Group

5. Embrace an iterative approach

Just as Apple is always launching new operating systems or updating the look and feel of the iPhone, IT websites will also benefit from an iterative approach.

Don’t waste invested resources on a set-and-sit website. Instead, use available analytical data to determine what site elements are having the most impact on business metrics. For instance, analyzing time spent on the page, conversion flow patterns, loading times, or actions taken could help dictate site changes and improvements.

Lean marketing

purpose of a website landing page: Testing and iteration with landing page marketing -

The IT website must focus on serving the needs and addressing the pain points of both technology endorsers and IT decision makers. IT decision makers need to understand the business value within the context of endorser needs; Endorsers need to understand integration, cost, timing, enabling features, value for their role and support should something go wrong.

Establish prominence over other IT service providers, proving value with these five best practices for IT websites.
Improve lead generation efforts. B2B lead generation agency.

Best Practices for IT Websites Sources:
CompTIA. (2016, January). IT Industry Outlook 2016. https://www.comptia.org/resources/it-industry-outlook-2016-final




Ironpaper is a results-driven digital marketing agency. Ironpaper integrates design, technology and marketing for the web to drive meaningful results for clients. We are based in New York City and Charlotte, NC.