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B2B Website Examples that Impress - YouTube
Channel: HubSpot Marketing
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making a compelling site for b2b brands
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is challenging time consuming and skill
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intensive but
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don't worry in today's video we're gonna
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take a look at some of the best b2b
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sites out there
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to help you learn how you can optimize
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your own site what's up
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it's jamal from hubspot as always if you
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find this content useful give it a like
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and subscribe to the hubspot youtube
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channel
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[Music]
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in today's b2b marketing landscape 67 of
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the buyer's journey is
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digital and b2b buyers are typically 57
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of the way
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to a buying decision before they
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actively engage with sales
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in other words your website is
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responsible for a whole lot of selling
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before a salesperson ever
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gets involved now there are as many b2b
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sites as there are
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kinds of b2b businesses but no matter if
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you provide commercial products
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professional services or technical
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solutions
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there are key rules that apply to all
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successful b2b sites
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first your site should be well designed
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second it should convert users into
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quality leads or sales
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next it needs speed and stability and
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finally it's gotta look great
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on mobile a good-looking highly
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functional website is crucial to online
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success
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and thanks to today's web building tools
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you don't need to be a designer a coder
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to build a site that is visually
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pleasing
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and professional the important thing is
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to focus on usability
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keep the design simple with no more than
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five colors and three easy to read
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typefaces in three different font sizes
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only use graphics if they help a user
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complete a task or perform a specific
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function
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and maintain a visual hierarchy so that
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visitors naturally gravitate towards the
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most important elements first
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and most importantly plan out an
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intuitive navigation so that users can
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get from point a to point b
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with as little friction as possible
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stick with simple navigation at the top
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of the site and use a search bar to let
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users seek out what they're looking for
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you can also use breadcrumbs to help
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users keep track of where they are
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on the site it helps to build a
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wireframe map for your site so you can
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visually see how the navigation will
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work
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remember that design has to work for
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someone coming to your site for the
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first
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time now the second time that's up for
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grabs there it's the wild west up there
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no laws no rules
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anything goes do whatever you want even
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the best designers established bias
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after working on a site for a few days
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so it helps rely on user testing tools
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like at nc user feel and hotjar
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there are also services like the user is
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drunk and the user is my mom that
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will help you make sure that literally
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anyone can use your site
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now let me tell you about my new service
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the user is my dog
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he's a good boy he'll do a good job one
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way to ensure that your site follows the
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basics of good web design
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is to use a template hubspot offers over
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2 000 ux and ui optimized website and
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landing page templates that you
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can customize there's a link in the
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description below but what else can you
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do to make your website exceptional
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research has shown that it takes just 50
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milliseconds or
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0.05 seconds for a website to make an
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impression it's literally
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a snap judgment that's why most
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effective websites tell users something
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essential about the company from the
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instant
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they lay eyes on it pix.io shows a
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visual hierarchy of file types with
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abbreviations that any media
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professional
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will instantly recognize pack lane uses
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a font and image that mirrors the sort
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of glossy consumer websites where their
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custom box and packaging customers
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imagine someday selling their product
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marquetta pulls you into an animated
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world of dynamic high-tech payment
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solutions
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while square uses portrait photography
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to convey its position as the payment
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solution for people who think they'd
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rather think about anything
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other than payment solutions if you want
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to see more great b2b websites check out
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the link in the description
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below you can really study how form and
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function work together to make an
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exceptional site
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having a website that tells something
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special about the brand or product makes
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a giant first impression
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now it's time to convert that attention
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into action a lead
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or even a sale just like a sales person
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would there are many different ways a
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website can convert a customer but most
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start with an entry point that starts
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the user
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down the funnel let's look at some of
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the best ones out there netbase quit
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immediately directs users to relevant
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information on the site by asking
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how can we help drive your business the
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auto does a similar thing prompting
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visitors to tell them
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i manage new vehicles i manage used
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vehicles or i manage wholesale
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notice in each of these cases the
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website could present the same
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information as simple menus for the
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customer to navigate
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the reason these entry points work is
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because they flip the dynamic from the
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user asking the company about their
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offerings to the company asking the user
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about their needs
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no one likes to ask for help but that's
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essentially what happens on most
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websites
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users are forced to ask their needs to
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be fulfilled by searching the site
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hoping to find the info that they're
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looking for with a well-designed entry
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point
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you can make the customer feel like
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you're offering them help before they
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ask for it
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you've literally incepted them good work
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after answering the prompt the users on
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both sides are taken to a product page
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with content specific to their needs
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each of these subpages are loaded with
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informational text and video content for
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users to explore
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more importantly they have a number of
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cta buttons encouraging users to request
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a demo
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ctas can also include actions such as
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get a free trial or consultation
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subscribe for updates or download a
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report or ebook
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some sites might include a calculator
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tool to demonstrate what they can do for
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the user
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while other ctas can take you directly
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to a pricing page
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wherever your cta leads these are called
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landing pages and they're crucial for
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conversion
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one hubspot survey found that sites with
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over 30 landing pages generated
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seven times more leads than sites with
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just one to five landing pages
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more quality leads more sales it's that
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simple
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these techniques for generating leads
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and sales have been tested and proven on
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millions of websites
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hubspot knows they work because we use
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them ourselves
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but testing is key and you might find
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the best solution for your business is
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none of the above take the example of
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this award-winning website for kexeleus
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caxellis is a portfolio manager and
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research provider working with
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institutional asset managers and foreign
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money
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authorities but that is not on the home
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page
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start at xcelias.com and the largest
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words by far are latest
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articles followed by an animated scroll
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of the headlines for blog articles found
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on the site
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we all know how effective blog content
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can be for driving inbound traffic to
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your site and how quality content can
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establish your brand
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as an authority that can be trusted
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excel has clearly took to heart the stat
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that says 80
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of business decision makers prefer to
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get company information from a series of
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articles versus an advertisement
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so instead of advertising facts like
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kiksali's portfolio one year return
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51.5 they made it into an article
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headline once you start reading
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the blog itself has a really slick
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inflated scroll with an
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unconventional left side list of
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additional articles
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there's even a little line that shows
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you how far you have until the end of
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the article
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what about a cta you ask you didn't ask
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well you will now because i incepted you
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well since you asked
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there's a contact us button placed
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unconventionally on the lower left hand
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side of every page
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breaking all the rules of site design
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like this isn't recommended for most
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businesses
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but it shows that a little creative
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friction can be a great way to give
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users a sense of surprise and delight we
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just want our dopamine receptors to go
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and pop off speaking of brain chemicals
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do you ever get that frustrated feeling
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waiting for a website to load
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even if it's just for a second or two
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[Music]
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that's your dopamine receptors waiting
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for that sweet sweet
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and it's why speed is so important for
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your b2b website how important you may
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ask
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and you did ask i know you did research
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has found that 47
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of consumers expect a web page to load
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in two seconds or less
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forty percent of users will leave a
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website that takes more than three
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seconds to load
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and even a one second delay can result
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in a seven percent reduction in
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conversions
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one study found that even one eighth of
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a second delay in low time could have a
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perceivable effect of winning or losing
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business
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what's more google has been using site
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speed as part of its ranking algorithm
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since
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2019 meaning a slow site can undo all
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the hard work you put
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into seo fortunately hubspot offers our
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free website creator to help you
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optimize your site speed there's a link
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below speed
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engagement and design are all crucial
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b2b website success and they all come
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together for the final category
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mobile there's no denying that mobile is
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the dominant platform when it comes to
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b2c customers but does it really matter
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for b2b customers
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the answer is yes here are some facts
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research found that 80
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of b2b buyers are using mobile at work
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and more than 60
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report that mobile played a significant
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role in a recent purchase
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perhaps most significantly mobile
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influences 40 of revenue for leading b2b
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organizations
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so how do you make a mobile first site
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and who does it the best
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well let's take a look website speed is
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even more important for mobile than
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desktop since mobile connections aren't
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as fast
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a 2019 study found that the average web
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page takes 88
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longer to load on mobile versus desktop
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the lighter the load the faster the low
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time that's why grammarly gets praised
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for its flat design that minimizes
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interaction but still looks and works
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great and i'm sure you're thinking
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grammarly more like wow what a great
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looking website
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just as important as speed is
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responsiveness
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responsive means your site looks correct
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on desktop mobile
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tablet vertical horizontal everywhere
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card based design has become extremely
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popular for this reason mostly in media
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and e-commerce sites
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so it also makes perfect sense for
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ecommerce b2b sites like flexfire leds
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other b2b websites that have won awards
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for responsiveness include
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business intelligence provider joyhub
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from the netherlands e-commerce provider
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link store from india
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and user zoom from the united kingdom
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there are thousands of other great bb
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websites that we can highlight here
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if you want your business to be one of
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them just remember to focus on first
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your site should be well designed second
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it should convert users into quality
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leads or sales
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next it needs speed and stability and
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finally it's gotta look
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great on mobile and if you wanna go
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deeper check out the links below to find
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more ways you can improve your b2b site
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to make it one of the best
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that being said mine will still be the
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best because i incepted you
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to think so this is clearly a power that
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i wield irresponsibly i'll see you in
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your sight soon
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and thanks to today's web and thanks
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and thanks to today's and thanks to
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today's
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