B2B Website KPIs Your Boss Can’t Argue With

How did your website perform last year? After dedicating considerable time to your website, your colleagues are curious about the outcomes. Do you have a solid response? In this article, we discuss 6 KPIs that clearly illuminate your B2B website’s performance. Post-reading, you’ll be better equipped to justify your efforts and results, and shaping your future website strategy becomes simpler.

You likely have a good grasp on the number of unique visitors and key pages. However, quantity alone is not an end goal; what qualitative benefits has it brought to the organization? We’ll explore several Online Marketing KPIs to focus on in your reporting and planning for next year. KPIs that will even silence the most hardcore sales manager.

Assuming you have access to comprehensive analysis tools like Google Analytics and various conversion paths (e.g., callback button, contact form, newsletter signup), here are KPIs for B2B websites that are irrefutable:

KPI’s for B2B websites Your Boss Can’t Argue With

1. Leads from Non-Brand Related Searches – The ultimate SEO KPI: the number of leads from people searching terms unrelated to your brand. The higher, the better; these prospects were unexpected but found you through your content and SEO strategy.

2. Leads from Brand Related Searches – A basic requirement for solid SEO. Prospects searching your brand name plus a product should find you.

3. Leads from Returning or New Visitors – Ideally, you convert a new visitor directly, but if not, their return and subsequent conversion are crucial insights for future efforts.

4. Newsletter Subscribers – Indicates the number of ‘warm’ contacts. Those who’ve opted to stay informed are invaluable. A well-maintained list often holds more value than trade magazine articles.

5. Leads via Social Media – While followers and connections are interesting, more relevant is the number of leads or contacts they’ve generated. Make this clear.

6. Cost per Lead – The annual cost of the website versus the leads generated. Clear answers here will even silence the CFO. Going further? Calculate average customer value, lead to customer conversion rate, and show the website’s ROI, often outperforming trade shows and ads.

The value of a website extends beyond tangible metrics. Cold-called prospects and trade show visitors often check your website first. It’s crucial to differentiate the website’s value as both a business card and a sales channel. Which KPIs form the basis of your reporting? Which are most critical to your efforts?

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