Content is one of the most important aspects of any website. With the rise of inbound marketing, content has become marketers’ center of attention. It is what search engines and people are looking for. It’s what drives visitors to your site and turns prospects into leads.

What follows are some of the most important website elements you need to know.

5 Things Customers and Prospects Want on Your Website

Take a look at these five must-haves for your B2B business website:

1. The Right Messaging:

Does your website tell people what you do within seconds? Do they understand what page they’re on and what it’s about? Do they know what to do next? Why should they buy/subscribe/download from you instead of from someone else? Ideally, you want your visitors to know the answers to these questions. It should be readily apparent what your site is about, what they can do there, and why they should take action.

2. A Compelling Offer:

Even though the purpose of a corporate website is to provide information about your products and services, not everyone is ready to buy when they first hit your site. What’s in it for them? Offer more than just product content. Provide eBooks, whitepapers, videos, and other forms of educational content. This will nurture prospects through your marketing and sales funnel until they are ready to buy.

3. Timely, Relevant, and Specific Content:

Everyone knows having a lot of content is a good thing, but in the days where search engines are getting smarter and buyers are becoming more selective, quality content is truly king. Know your audience. Providing content that is specific to your buyers makes it more relevant for them, and in turn, makes the content a higher quality.

4. A Variety of Media:

Content is more than just the written word. Media and utilities are excellent forms of content that can turn a text-heavy site into something that pleases the viewing preferences of multiple audiences.

5. Customer Proof:

No matter what you’re selling, potential buyers like to see confirmation that you’ve made other customers happy. Testimonials, customer reviews, and case studies are powerful sources of content for moving prospects even closer to the final buying stages.

Learn more about the other website elements you need to drive more traffic, increase leads, and convert more sales in our latest resource! Download 25 Website ‘Must Haves’ for Driving Traffic, Leads, and Sales for free today.