2 min read

What Is a Performance Website (and Why Do I Need One?)

What Is a Performance Website (and Why Do I Need One?)

When a performance website kicks in, your business will feel it.

A performance website is purposely designed to be easy to find online by your target audience when they are looking for information that relates to your industry. It is packed full of useful content and is easy to navigate and understand.

But that's just the beginning...

It is designed to be intuitive to use, visually inspiring, and logically supports the customer journey. It has the singular goal of converting visitors into leads, specifiers or customers.

It works well on all devices, loads quickly, is secure and it’s accessible by everyone.

It is loaded with analytics tools which can trigger sales and marketing activity or identify areas for content or design improvement based on visitor behaviour.

That all sounds impressive and obvious, but why is it critical to have a performance website, rather than a standard ‘brochure’ website?


Why Is a Performance Website Important?

In simple terms, it’s because the world has changed faster than most people realise.

This table explains how B2B decision making has shifted in the last 20 years.


Percentage of B2B buying decisions that begin with an online search

Graphics for Performance Website Blog (2)

Notice how much traffic goes to the top three and ten search results...

Graphics for Performance Website Blog 2 (1)

According to Gartner’s "The New B2B Buying Journey" (2019), B2B buyers are typically 57% of the way through their decision-making process before they engage with a sales representative. This has likely increased in the last few years.

If your website is not found online and able to answer the questions that specifiers have at the beginning of their journey, the likelihood of getting long-listed, then short-listed and eventually contacted is close to zero.

In contrast, those businesses that have adapted to this change in buyer behaviour are thriving, often with minimal serious competition to be specified.

This is what I did with my building products business in 2018 and sales have increased by over 250% in the last five years and continue to grow, all by focusing our sales and marketing investment on our website, and we’re still finding ways to improve it.



The Results

Investing in my website has been the start of significant growth. 

It's led to:

  • More enquiries
  • Better-fit leads
  • Increase in specifications
  • More profitable work

If you are looking to grow your building product business, it is one of the best, if not the best investment you can make. All of your other sales and marketing depend on your website, because prospects will find their way their, whether it's after a phone call, or because of an email.

A performance website can help the rest of your business perform better. It certainly has mine. Feel free to send me an email if you'd like more information about how I went about it, or book a meeting with one of the team. 

Alternatively, check out our website design service if you'd like to get some inspiration.



About Insynth

At Insynth we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to reach a technically demanding audience.

We use the latest marketing techniques such as construction inbound marketing, to equip building product companies to grow sustainability in this era of digital transformation.

As the only HubSpot certified agency to major in construction marketing. We have a proven formula of bringing a variety of functionalities together including CRM ImplementationWeb DesignSales AutomationSEO, and Email Marketing to achieve your ultimate aim: Growing your business and gaining new specifiers and customers.

Book A Free Consultation Today.

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