5 tips to having a successful B2B website
In many cases, B2B and B2C marketing actions are similar and can even coincide. Still, we can’t lose sight of the fact that the strategic messages that are launched and the form in which they are transmitted have certain particulars in each case that are reflected in B2B sites, their structure, and their call to action. It is very important to know in detail the characteristics of the B2B user and their needs to be able to apply it to a personalized marketing strategy.
If your business is directed towards B2B and you need to establish commercial relations with other businesses, you have to adapt your website. But, why is it so important to prioritize our website in 360 marketing and sales strategies?
Why is web design important for B2B companies?
During 2020, the use of e-commerce experienced an important increase as a direct consequence of the pandemic and the acceleration of the digital transformation of companies. Its growth is unstoppable and the predictions for the future show it. According to a study by McKinsey & Co., B2B digital leaders generate five times more income than non-digital leaders and that is because 75% of B2B companies prefer to buy online and interact remotely with sales representatives. According to eMarketer’s 2020 Global Ecommerce study, the countries leading the growth of e-commerce use are the Philippines, Malaysia, and Spain.
A B2B business needs the best web platform possible so that not even one client is lost; the online sale potential is infinite and we live in times that demand creativity and, above all, investment to achieve results. If you want to create a customized website, follow these tips and learn the keys of a successful website.
The 5 tips of a B2B website
Usability, careful design, and relevant content
Your web should follow the optimal requirements of usability: if users don’t find what they are looking for or don’t find your website useful, they will leave. Therefore, your website must be attractive to the naked eye, innovative, and achieve what the user wants from your site. Above all, it has to be responsive, given that if it is not, Google will penalize it when positioning your content. Take a look at the best frameworks in web development and take notes.
Content is equally relevant; you should offer well-structured content (in sections and subsections), according to what you want to transmit to the user in each part of the page. Offering a high-quality, relevant blog with professional content is a good option.
Create the best cover letter for your clients
Build your brand and create a potent image that sticks in the minds of those who visit your website; this first impression will determine the expectations in terms of your professionality, service quality, and personalized treatment. It is very important, therefore, that you clearly articulate your values as a company and be the true reflection of what your clients will expect from you.
We can’t forget that subjective factors exist when it comes to deciding between one company or another (we buy with our “heart”), and it’s within the first few seconds of seeing a website that we decide if we will keep exploring the website or leave to find another option.
Build the website around the Buyer Persona
The majority of websites that have low conversion rates have the wrong message on the home page. When we say “wrong”, it doesn’t mean that they are poorly written, but that it is not directed at the right buyer persona, in which our potential client doesn’t feel included and leaves the page.
Therefore, it is fundamental that your buyer persona is well-defined; it will help you have a clear strategy and determine in what moment, through what platform, and with what message you are going to attract your public goal with B2B web marketing.
Show your client portfolio
The fact that the company we are looking for has relevant clients or clients from the same sector creates a feeling of confidence and security that encourages us to dive deeper. It may be one of the simplest and most effective keys to B2B marketing: showing our previous work and backing it up with proof of our work.
Therefore, testimonies of relevant people are also sources of inspiration and deciding factors when it comes to choosing a partner with whom to work. Remember that it is very important that your clients become true missionaries of your work.
Take care of Business Cases
Some good business cases on the site that reflect the problem of the clients, the provided solution, and the main results is something that can facilitate the conversion and help us make the decision to work with a certain company. In these business cases, it is important to present the solved problem and how we handled it.
Ultimately, your successful B2B website should be directed at your Buyer Persona, have a simultaneously attractive and functional design, offer relevant and updated information, and be supported by business cases and testimonies from previous clients to give more credibility to your work. Working in all of these areas requires an important investment of time and resources in web development, but we guarantee that the result will be very satisfying for your brand. Go for it!
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