Businesses that cater specifically to other businesses online are called B2B or business-to-business websites. They’re basically marketing tools purposely created to sell a company’s services or products to another company online.
However, a good B2B website should be more than that; it shouldn’t sound like the content of those insipid brochures shoved at you in some street corner that are just discarded at the nearest trash can. Moreover, a properly designed B2B website shouldn’t convey just a single idea aimed at a limited set of people, but should also have something to offer to other types of visitors. It should add value, create goodwill, attract leads, and increase conversions.
What a B2B website should do is engage users. After all, businesses are ultimately about people—they’re the ones who’ll visit your websites and make the decisions. To succeed, you have to know them and establish a connection with them. It also pays if you know what they need, and how you can provide them.
So how to make such kind of B2B website? Below are some web design agency tips for a great B2B site.
Tips For A Successful Website
A beautiful website doesn’t guarantee success, unfortunately. Some companies get carried away with their sites’ aesthetics, while not paying enough attention to other elements. Your site should also inspire trust and confidence, and have all the information a client needs. If the site doesn’t have those, you’ll find out the hard way. A vast majority of users who don’t find what they’re looking for will find another website that does.
Design trends might change, but the quality is forever.
1. Express Clearly Your Value Proposition
This means that your website should state clearly and unambiguously what you’re offering, how it’s different from the rest, and how your business intends to deliver. These should be stated concisely, avoiding those verbose phrasings that make you sound like a tacky salesman peddling useless gewgaws on late-night TV.
Try to focus first on what benefits your company can provide. Don’t put too much emphasis on your product’s or service’s features; this can sometimes prove to be less effective than focusing on the ways your company can provide solutions to the prospective clients’ needs.
Keep in mind that the message shouldn’t be about your business; it should be about your target audience. Make sure that the B2B web design agency you’ll hire knows and understands your concerns.
2. Put Emphasis On Lead Acquisition And Lead Capture Methods
Using marketing automation tools to handle emails, social media, etc. can be very efficient. You could create and develop leads, and provide tailored communications to your clients to match their respective engagement and interest levels. You could also use tools to track your campaigns’ ROI.
Lead capture and acquisition can also be improved by implementing site CTAs (calls-to-action). Make sure the form, CTA overlay, and landing page are efficiently designed. Forms should be kept short—a neat, streamlined design can convert more effectively than a messy and confusing one.
3. Create Great Content
Giving users access to premium content after they’ve filled out a form can provide you with knowledge on how to develop a relationship with them. High-quality content available to clients at the start of their journey (top-of-the-funnel) also couldn’t hurt.
Having authoritative and consistent content, and positioning yourself to be among the experts in the industry can earn you quality backlinks, as well as the all-important organic traffic. This will lead to a higher ranking for your site, as well as increased brand exposure for your website.
Here are some examples of top-of-the-funnel types of content:
- Advice articles
- Blog articles
- Downloadable guides
- How-to videos
- Industry insights
- Industry overviews
- Pricing sheets
- Trend round-ups
Your call-to-action should be straightforward, with good-quality images, and must focus on your content’s worth and purpose. Giving your clients access to your content can increase conversions significantly.
4. Optimize Mobile Usage
Mobile usage among all age groups is increasing yearly by leaps and bounds. Around 69% of people look for customer reviews on their phones while in-store. Moreover, 58% of them also look at similar products they’re considering buying on their phones. Another 55% use their phones researching about the product.
These are clear signals for B2B sites to optimize for mobile devices. They’ll miss out on a fast-growing user segment otherwise. A three-second delay and 40% of users will leave the website. So, make sure your site is mobile-responsive. Experts from e-commerce CRO agency Conversionrate.store report that about 67% of visitors who have a positive experience with the mobile site of a business are more liable to convert.
All businesses ultimately involve people, so make sure that your B2B website caters to what people would find engaging, that is to provide the information they need efficiently and honestly, and focus on what your business can do. If you understand a prospective client’s needs, they’ll trust that you can provide the solution for them.