B2B Websites Are in the eCommerce Business, Too
Companies who sell services, or even high-end products, must realize that they have a shopping cart, too. It's a little different than, say Amazon, but it's still a shopping cart. What is this thing you say?
It's your lead generation form.
Let me guess - you just put your email address up on your site and are hoping that someone is going to click on it and - boom - there's your lead. Not so fast my friend! It just doesn't work that way. It goes back to my theory about the "Field of Dreams Syndrome" - just because it's there, doesn't mean they're going to show up.
I received a great case study in my inbox this morning about this: Lead Generation: Is Your Sign-Up Process Costing You Leads and Conversions, or Maximizing Them? While this article doesn't get into great detail about the specifics of B2B lead generation, it does do a great job of profiling subscriptions and how to improve effectiveness.
I've been preaching this concept for a long time and have helped many companies through this process. The case study above does a great job of walking you through this concept and why you have to pay attention to this even if you don't have a traditional shopping cart.
Every website operator has to know and understand their success metrics (I'll cover that topic in one of my next posts). But, how your site visitors funnel down to your contact form is integral to a successful B2B website.
How Much Do You Talk About “You” on Your Website?
Here's an interesting tool from the folks over at FutureNow - the "Customer Focus Calculator".
This tool counts certain words on your site and pairs that against how many times your name or company name is mentioned. Research suggests that talking in a customer-centric voice will greatly impact your conversions and website effectiveness.
Give it a try and see how you score. I ran the calculator on my company's homepage and here are my results:
These are the Customer Focus Calculator results:
For the url: http://www.linearmill.com
Your Customer Focus Rate: 43.48%
You have 10 instances of customer-focused words.Your Self Focus Rate: 56.52%
You have 10 instances of self-focused words.
You have 3 instances of the Company Name.You speak about yourself almost as often as you speak about your customers.
Might you improve that?Original length of Page (including all HTML)= 5,037 bytes
Content length after stripping HTML = 2,587 bytes
Total word count: 360
Looks like I have a little tweaking to do myself.
Website Visitor Actions: Dumb It Down…
Look, there are really only 3 things someone can do while they're on a page on your website. I didn't really think of it like this until I was having a conversation yesterday with a colleague. So, here's the list:
- Stay on the page.
- Go to the next page.
- Go to the previous page - aka hit the "back" button.

Now, the secret is completely understanding why each thing happens - there are probably several at each step. Plus, you need to be focused on those visitors that aren't doing what you would like them to do. Things like staying on your page or moving forward to checkout and others.
A Hero is Always a Hero: Sgt. Rafael Peralta
I was clicking through the channels today, ended up on the Military Channel and came across this fascinating story of a Hero:
31st MEU dedicates building to Marine killed in Iraq
I did a little research and found the rest of the story and background info here:
Sgt. Rafael Peralta, American Hero: Everyone should know his name
Here's an excerpt:
During the firefight, a yellow fragmentation grenade flew out of the room, landing near Peralta and several fellow Marines. The uninjured Marines tried to scatter out of the way, two of them trying to escape the room, but were blocked by a locked door. At that point, barely alive, Peralta grabbed the grenade and cradled it to his body.
His body took most of the blast. One Marine was seriously injured, but the rest sustained only minor shrapnel wounds. Cpl. Brannon Dyer told a reporter from the Army Times, "He saved half my fire team."
The thing that got me in this article was this:
Kaemmerer recounts how later on the night of Nov. 15, a friend approached him and said: "You're still here; don't forget that. Tell your kids, your grandkids, what Sgt. Peralta did for you and the other Marines today." Don't forget. Good advice for all of us.
Take your own opinion of what's going on and put it to the side for a moment - this guy is a hero. He was nominated for the Congressional Medal of Honor not long after his death. A side note: the only time a general first salutes someone of lesser rank is when that person is a Medal of Honor recipient. Usually, salutes are initiated by those of lesser rank as a sign of respect to their superiors.
Here's the Wikipedia source: Sgt. Rafael Peralta.
Footnote: I am not interested in political views regarding the issues with terrorism or Iraq. I always try and separate politics from the Military and the men and women who serve. I hope you do too, because, for the most part, they just do what they're told - plain and simple. That's their job. The politicians set the policy and I'm not opening that can of worms.
Web-savvy Dan Patrick Stays In Touch
I'm a big Dan Patrick Fan - I especially loved his ESPNRadio show. And, when he decided to call it quits back in August; I wondered what he would end up doing. So, on a whim, I typed in DanPatrick.com one day and....
Check out my latest PodCast for more....
On a side note, I'd love some feedback on the PodCasts - drop me a comment below - Thanks, cg

