In an internet-centric world, a website is often the first place many customers will encounter a Business-to-Business company.
Business-to-business (B2B) companies, which supply products and services to other businesses, need to be ready for customers with high-quality websites that establish credibility and professionalism.
B2B customers often make a substantial investment in products or services that will benefit their own businesses. Your website and marketing materials must assure these customers of the quality of your products and services.
At Knowmad, we believe in providing B2B organizations with website strategies that will set them apart from their competitors. The best B2B websites establish credibility and professionalism while communicating a product's value and maintaining attractive calls to action. B2B websites also must consider user experience and web page optimization.
So, let’s break down the qualities of the best B2B websites.
Make a Positive First Impression
Often, users will click on a link to your website when researching businesses that provide a specific product or service. Users also might find your website through a social media post or online advertisement.
Regardless of how users get to your B2B website, they have chosen to go to your website because they are at least somewhat interested in your services. Your B2B website must provide a positive first impression that immediately affirms to the users that your organization warrants their interest.
Websites with the following qualities provide superior first impressions:
Your B2B landing page should clearly state the product or service that your company offers, contact information for your company, and how your customers can purchase your products. The page should be easy to navigate so that users can easily find additional information.
Your website is a reflection of your company, so there should not be any web pages under construction. All published material should portray a high level of attention to detail, written content should be clear, concise, and free of grammatical errors, and your website should use high-resolution images and graphics.
As users initially scroll through your web pages, they should experience straightforward, professional content. This first impression will encourage them to research your company and products more closely.
First impressions are important, but there are other components that customers will consider when viewing a B2B website. When potential customers research your business, they want assurance that your company will provide high-quality services. A clean, polished website will provide an excellent first impression, but a B2B website must also include content that establishes credibility.
Case studies are an ideal way to provide potential clients with your recorded history of successful projects. Typically, B2B websites should use case studies to describe the value that the company provided previous clients.
The case study should include a brief description of the situation, the steps that the company took to complete the project, and the beneficial outcome. Case studies help future clients visualize what working with your team would look like and allow your business to display its professional results.
Case studies may not be the right fit for your organization, depending on the product or service that your B2B organization provides. You can integrate testimonials into case studies, or they can appear on their own.
Incorporating testimonials into your B2B website demonstrates your company’s credibility with its customers. Testimonials assure future customers that your company will provide excellent service and bring value to their own businesses.
Publishing blog posts and other long-form articles helps to answer frequently asked questions and demonstrates your company’s industry expertise. B2B websites should publish blog posts that connect to industry trends and address customer needs. Examples of productive blog topics include “why you should hire a professional for X need” and “qualities to consider in X product.”
Incorporating blog posts into your B2B website allows you to demonstrate in-depth knowledge, address niche customer concerns, and integrate specific CTAs and hyperlinks. Combined, these published blogs function to present a high level of credibility to your website.
Use Your Website to Generate Leads
Online marketing materials aim to generate leads and guide customers through the decision-making process. Often the first step in lead generation is getting users to interact with your social media posts or online advertisements and go to your website.
Once users have arrived at your website, it is crucial that web pages further nurture leads. B2B websites can do this through SEO keywords, backlinks, pillar pages, and compelling CTAs.
Search engine optimization refers to the process of using commonly searched keywords in your website’s content. When B2B websites use case studies and blog posts to demonstrate expertise, they should organically integrate SEO keywords into the text.
Keywords ensure that your web pages will appear when your target audience searches for the service that your company offers. Marketing teams find popular keywords with SEO tools like Google's Keyword Tool or GrowthBar. Digital marketers can help B2B organizations create content that integrates SEO keywords into their marketing plans.
B2B websites also benefit from integrating pillar pages into their web page SEO strategy. Pillar pages connect the most popular SEO keywords with related keywords to ensure that your website will appear in a more extensive range of searches. Pillar pages help B2B organizations develop a more comprehensive marketing strategy and can generate more leads.
Backlinks appear in B2B blog posts when the company links the reader back to another page of its website. For instance, after you are done reading about B2B websites, you might want to check out information about B2B social media strategies.
Backlinks guide users through your website and can answer your customers’ common questions as they arise. Backlinks drive traffic to your web pages, establish your company’s range of knowledge, and nurture leads – all of which make users more likely to purchase your products.
Effective Calls to Action
Calls to action are critical elements of B2B websites since B2B companies must encourage their potential customers to reach out with questions or schedule consultations. Effective CTAs will provide users with the next step in the purchasing process.
CTAs should function in conjunction with webpage information. For instance, at the end of a blog post about the importance of creating a digital marketing strategy, our company would encourage readers to set up a consultation with a digital marketing specialist.
Focus on User Experience
The purpose of B2B websites is to encourage users to interact with your company, so the user experience must be easy and enjoyable. New customers will quickly lose interest if a company’s website is slow or difficult to navigate. In fact, a Stanford study found that 75% of consumers made judgments about a company’s credibility based on its website design alone.
Mobile Device Design
Now that many people use smartphones to navigate websites and search for companies, it is crucial that your company’s website design adapts to mobile devices. Your B2B website’s design should not sacrifice any features when displayed on a mobile device, and your web pages should still appear clearly.
User Experience Design
Within B2B websites, UX designers consider how potential customers experience your company’s website. UX designers ask questions like: “What elements are emphasized on the web page?” and “Is it easy to find additional information about the product?”
A thoughtfully designed website creates a cohesive, professional look. User experience is significant because potential customers infer that the effort a company puts into its website will be reflected in its products and services.
B2B websites can be great tools to bolster brand reputation and generate leads. Successful B2B websites analyze how their web pages perform and how users respond to website elements. Monitoring website analytics can inform future marketing strategies so that a business can optimize its digital marketing materials.
Competitor pages can be a helpful resource when it comes to B2B website design. Studying a competitor’s website strategies and components can also inform your organization's decisions.
As previously discussed, website components like blog posts, backlinks, and CTAs are meant to nurture leads and improve conversion rates. Successful B2B websites include web design platforms that allow companies to analyze website traffic, where leads are coming from, and if they are converting into consultation requests or sales. Analyzing conversion rates helps B2B websites improve their web content, which in turn will improve conversion rates.
Take the Next Steps with Knowmad
A dynamic website can help your B2B company create meaningful connections with future clients, generate leads, and strengthen business credibility. Creating a website with both good UX design and effective content can be challenging, but our team at Knowmad is ready to help you build a compelling website.
If you are ready to transform your B2B website, attract new prospects, and support your brand image, reach out to one of our digital marketing experts today.
As a Digital Strategist, Kerri collaborates with our clients to develop and implement campaign strategies that drive desired business outcomes.