There are numerous ways to optimize a website. First, know your audience and who you want to convert.

What is the demographic and location breakdown of your customer?
What are the pain points of your prospective customer and how do you solve those pain points?
Does your target audience fall into specific verticals or affinity audiences?

After doing a demographic and firmographic breakdown of your ideal customer, you can optimize your website to bring them in and convert them with some of the following tactics.

SEO
- Do your keyword research - determine appropriate keywords for pages, the volume of those keywords, and how difficult it will be to rank based on the competitive landscape. Sound complicated? Don’t stress, Inxeption’s marketing experts have you covered.
- Optimize for long-tail keywords. Because most paid traffic and even SEO focuses on broad or more obvious keywords, doing research into understanding what long-tail keywords your audience is searching for will help you to add content that fulfills those queries. Use LSI keywords (latent semantic indexing keywords) to help Google to better understand your content and help you rank more accurately as a result.
- Optimize your backlink profile. Link back to specific pages on your site via your own external channels (social media, events, etc.) as well as get links from other high value or high domain authority websites.
- Optimize your site using technical SEO including meta-descriptions, meta tags, title tags, target keywords, image alt descriptions, and more.
- Make sure you are optimized for your local audience, especially if you have an in-person presence as well as online. When someone searches for “blank near me” you want to show up even if you are in a remote or virtual location that serves the area of the searcher.
Clear Calls to Action

B2B buyers rarely make impulse buying decisions. They are making an investment in their enterprise or small business by purchasing your products or services. The best B2B websites qualify a lead through various purchase funnels and conversion behaviors so by the time it gets to your sales team, there is a clearer path to purchase (also known as a warm lead). If you can satisfy a potential buyer's expectations with digital technology and effective user experience design, your site will sell. CTA’s (or calls to action) help to create a sense of urgency and an understanding of the purchasing process.

Include CTA’s at various points on landing pages to encourage conversions or to funnel visitors through a specific onsite journey. Your website design should be built around your specific niche or market segments with user intent in mind. Keeping a funnel in mind will help you to determine how well your site is doing, understand how qualified your website conversions are, and how you should distinguish leads from conversions from deals (if applicable).
Optimize for Mobile

It is important that your mobile presence is as optimized in terms of SEO and user experience (UX) design as your web presence. You will also rank better in search engine results when you are optimized for mobile search using blog posts and digital marketing. Google utilizes “mobile first indexing” where they crawl and rank your mobile presence before your web presence, making optimizing for mobile more important than ever before.
Video Content

Video content will help to increase engagement and time on page. Video content is also versatile and can exist on multiple marketing channels including your website, social media, and email campaigns. Other visual content can give you the same results.
Design

Colors and imagery should align with your brand and should be inviting to a potential customer. The website should be user friendly (which includes optimizing for mobile). It should be obvious to a customer how to navigate through your site and get the answers to their questions quickly and easily.
Tone/Content

The tone of your site should align with your business messaging and mission. The same tone should be used throughout. Is your brand more serious or more lighthearted? Answer your customers’ questions in the same way your website is written via external channels, review sites, etc.

Make sure all writing is clear and concise so the audience isn’t searching for meaning in a very long message. Make sure language is active not passive, everything is in a consistent tense. Include visible and concise CTAs (calls to action) to get their email, to sign up for a demo, to call a salesperson, etc.
Chat

Have a chat function based in artificial intelligence and machine learning. Enabling potential customers to get live feedback to a question they have about your site is a good way to keep users from bouncing off your page and also to qualify if the type of people you are getting to your site actually qualify for your offering. This is also called conversational selling. If you use a CRM system, a lot have a chat function that you can easily deploy onto your site using code so the information regarding an interaction between a salesperson or automated system and a user on your site is recording for you to review later
Reviews

Encourage reviews, and keep track of them. Reviews, especially for software or more involved products and services, are important when it comes to B2B platform selling. Put your information on review sites, on your product pages, as well as encourage feedback after someone has submitted their information to your site or has completed a purchase. Encourage reviews on your social media sites. Enable written reviews as well as stars or likes that you can use to share in PR efforts or directly on your Google paid search ads.
Improve Product and Service Descriptions

Have high quality, compressed imagery on your landing pages. Have easily viewable and understandable CTAs on both the website as well as mobile landing pages of your B2B portal to goods. Make the checkout flow as easy and as short as possible. Improve email marketing to help potential customers complete purchase flows. For example, you can use cart abandonment emails or exit intent popup offers on landing pages.