B2B website management is difficult because there are so many moving parts to any site. Between content, updates, accessibility, and user experience, there’s a lot for digital marketers to handle. But there are a number of tools that tech marketers can use to improve their company’s website and make certain processes easier.
These B2B website essentials will help you manage everything on your company’s website:
Google will soon roll out an update in which three specific performance metrics are prioritized, one of which being page speed. This means that if your website meets overall page speed criteria, it will get a boost in search rankings.
Likewise, it also means that if any one element on your website takes longer to load, the entire page will be penalized in terms of search — so it is more important than ever to have a fast website. This tool will help you get started on analyzing your site’s speed.
Just like page speed is being prioritized by Google’s search algorithm, so too is your website’s overall mobile-friendliness. But defining what exactly that means can be difficult, so start with this tool and regularly check back if you develop new content for your site.
Leadfeeder tells you which companies visit your website, even if the visitors don’t fill out a form. It also collects data on which pages they looked at, where they came from, and key details about their company.
Another SEO service, Moz has many paid and unpaid tools to help marketers. Perhaps their easiest one is the Keyword Explorer, which identifies which keywords your site could rank for right now and find high-impact suggestions.
While Moz is great for helping you build your overarching SEO & keywording strategy, Yoast helps you ensure every blog post, product page post, or other singular item published on your site is following general SEO practices. Think of it like an automated checklist for optimizing new posts and pages.
Unbounce allows marketers to simply duplicate their best landing pages to save time and build high converting pages in bulk. Why mess with success once you’ve found it?
Google Analytics (naturally)
Don’t forget about this well-known but underutilized tool. If you do already use it, are you sure you’re using as much of it as you should be?
If you don’t already use Analytics…why not? It’s a free feature that tracks and reports web traffic, offering insights into which pages are the most popular and some visitor segmentation.