Why your Static Website Needs to be Dynamic

Driving web traffic to a static website can result in missed opportunities. How can dynamic websites and personalization grow demand generation success?

For most digital campaigns, the first engagement goal is to earn “impressions and clicks” and guide prospects to a status website — typically a company homepage or a product landing page. Whether this action is motivated by a banner ad, social media post, or search result, enterprises spend a lot of time thinking about how to “increase click-through” and “drive qualified web traffic.” 

When enterprises focus primarily on driving clicks to static pages, they are only winning half the battle – yes, you’ve got the prospect on your website, but you’re also missing out on a great opportunity to serve them engaging and personalized content.

For this reason, a dynamic website is one of the best ways to maximize the value of your click-throughs. Not everyone navigates to your website from the same place or for the same reason, so why would you serve them the same content?

Static Websites vs Dynamic Websites

Let’s be clear: static websites and pages can be an essential source of important, useful information. Having a dynamic website, however, can transform the experience your prospects have with your brand. Forget one-size-fits-all content paired with catchy call to actions. Dynamic websites are engaging and serve the most relevant content possible to those that visit.

Dynamic websites show visitors information that matters to them based on their needs, role, and stage in the funnel. By offering dynamic content, Marketers can have insight on what each visitor finds engaging, delivering deeper insight into the prospect and their stage in the buyer journey. In our experience, marketers that make customer engagement a primary focus see improvements in both conversion rate and lead quality.

[cta button=”Explore Demand Generation Capabilities” link=”https://www.massengines.com/demand-gen/” image=”https://www.massengines.com/wp-content/uploads/2020/07/Blog-Capabilities-CTAs_Top-Option-4.jpg” heading=”Optimize Marketing with Demand Generation” style=”dark” position=”top”]Turn top-of-funnel awareness into higher conversion rates and revenue.[/cta]

Where can dynamic content make the biggest impact in your digital strategy?

When we bring up the concept of personalized websites or web pages, people can be wary. They might imagine “personalization” means an invasive experience – for example, a visitor’s name appearing at the top of a page or content recommendations that reference past behavior from a partner website. The reality is that most well-executed personalization is far more subtle and effective.

Here are a few examples of how dynamic websites and landing pages can be used to amplify B2B websites:

  • Geographically relevant content: There are many ways to utilize a landing page with location-specific content to amplify your campaigns. If the availability of your products and services differs across regions, a personalized website will allow you to automatically showcase the items that are available in the visitor’s area. Or, if your call to action involves contacting a local office, you can feature the visitor’s nearest location on the landing page so they don’t have to seek it out themselves. For enterprises operating in multiple states and countries, this functionality can be highly beneficial both for improving conversions and qualifying leads.
  • Recommendations based on past content consumption: Most MarTech apps enable tracking of content consumed on your site. On subsequent visits, any blogrolls and feature articles on a dynamic website can align with content the visitor previously read. Offering custom curated content to visitors can decrease bounce rate and speed up a prospect’s journey through the funnel.
  • Content that aligns with a prospect’s role: By leveraging previous visit and profile data, your marketing automation system can have access to the prospect’s department, responsibilities, and seniority, enabling content that aligns with their priorities. For example, you can show more pages with specific specs and technical details to visitors from IT, while you can offer information about high-level business benefits to the C-suite. You can also align messages for different people in the same organization by tracking their IP address, increasing the likelihood of your product or service being considered in a group buying decision.
  • Coordinating the website experience with retention campaigns: The more you know about someone, the more personalized you can make their experience. As a result, past customers are often great candidates for up-selling, retention, and future nurture campaigns using dynamic content. You can use personalization to recommend products similar to a customer’s past purchases, to better align your landing pages with nurture streams, or to make it easier for these visitors to navigate pages of interest based on past behavior. B2B companies dependent on word-of-mouth marketing or return customers can use dynamic content to amplify their customer experience, much like personalized email marketing streams or offers.

The effectiveness of well-executed personalization cannot be understated, especially in large enterprises with many different verticals, regions, and customer personas. Providing the most relevant messaging, links, and conversion opportunities for a particular visitor can make a huge difference in engagement. In other words, a dynamic website can help you turn clicks into revenue.

Understanding the “right” and “wrong” way to use dynamic content

Dynamic content isn’t always a winning solution for brands, especially if it is used without a carefully considered strategy. There is some merit to concerns that personalization can be unsettling. Poorly executed dynamic content can certainly feel invasive — or, worse, limit a visitor’s ability to properly navigate your website by only showing them certain pages.

Dynamic content should not be at the center of your website experience, nor should you force it onto pages where it might not make sense (such as informational product pages). Instead, dynamic content should be utilized in a way that creates continuity for the visitor, contributing to a seamless user experience as they jump between ads, emails, and pages.

Companies who wish to use a dynamic website should test this functionality by including it in various “experiences,” such as changing a search landing page depending on visitor location or customizing an experience from an email nurture click-through. Dynamic content is typically used when communicating with your known audience, so using it to subtly customize re-targeting and nurture campaigns is the best way to get started. Additionally, having a clear process for both testing and measuring the effectiveness of your dynamic content will help you build a strategy that makes the most of this exciting technology.

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