“Small Business B2B Call to Action Study,” presented by Small Business Trends, details how U.S. small businesses often fall short on their web sites with everything from phone number use and e-mail addresses to white papers, specials and links to social media profiles.
Small businesses often fail to offer clear calls to action on their web sites, according to the new “Small Business B2B Call to Action Study” released today by Online Marketing Coach. Presented by Small Business Trends, the study is based on an analysis of 200 U.S. small businesses in diverse B2B industries. (Web sites were randomly selected from a ReferenceUSA database of businesses with fewer than 100 employees.)
For example, 96% of small businesses don’t offer how-guides, white papers and similar thought leadership reports on their home pages. In fact, 70% don’t display clear calls to action for many other conversion opportunities on their home pages, such as specials, e-mail newsletters, demos, and interactive tools.
“We created the study to get a sense of how small business owners try to convert visitors into leads,” says Mike Murray, president of Online Marketing Coach. “Unfortunately, they’re falling short at every turn. Too often the basics are lacking, such as a phone number that’s tough to find or a company contact reference that may not stand out in the navigation. Relatively easy changes could make a dramatic improvement.”
Get the complimentary study here:
The study looks at more than a dozen call to action factors – everything from placements “above the fold” to how small businesses display their e-mail addresses.
Here are some highlights:
- 72% don’t have any calls to action on their interior pages
- 82% don’t reference their social media profiles (text or images)
- 27% don’t include a phone number on their home pages
- 70% of web sites with a phone number don’t display it in a prominent place
- 68% don’t include an e-mail address on their home pages
- 38% of web sites with an e-mail address bury it on the home page (often in the footer)
In addition to the key findings, the study includes examples of calls to action that aren’t effective, such as a prominent coupon that expired in 2006. The report also lists examples of notable calls to action that are likely to support conversions.
The study includes a link to the Online Marketing Coach “Small Business B2B Call to Action Checklist,” a handy resource that organizes more than 30 web site call to action considerations ranging from visible “Contact Us” opportunities to meta descriptions. It includes practical advice and fresh insights.
“Small businesses will appreciate the pointers they gain from the study,” says Anita Campbell, founder, publisher and CEO of Small Business Trends. “The checklist is a must-use tool for small business owners and managers to improve their company’s online presence.”
About Online Marketing Coach
Since 1997, the seasoned pros at Cleveland, Ohio-based Online Marketing Coach have shaped online marketing strategies for hundreds of small businesses located throughout the United States.
Some of its consultants have been in the industry for more than 15 years and bring diverse experience. In his 25 year career in print and online marketing, Online Marketing Coach President Mike Murray has worked with such well known companies and organizations as Little Tikes, FedEx Custom Critical, KeyBank, Eaton Corp., Cleveland Clinic, Bissell, and MTD.
Mike and his team provide clients with strategic guidance on web site design, SEO, web site analytics, sales outsourcing, media buying, corporate identity packages, social media, e-commerce, e-mail marketing, link building, paid search and much more.
Call Mike directly at 800-490-3350 ext. 2 or visit onlinemarketingcoach.com
About Small Business Trends
Small Business Trends is an award-winning online publication for small business owners, entrepreneurs and the people who interact with them. It was founded in 2003 by Anita Campbell, in Cleveland, Ohio.
Small Business Trends is the premier source of information, news and advice covering issues of key importance to the small business market. Small Business Trends appears on countless “Top” and “Best of” lists of small business resources.