Author: Tom Cottrill | Date Posted: Jul 14, 2022
All websites have a basic structure that helps them improve conversion rate and search engine rankings. B2B websites, however, need to structure their websites differently than other types of websites for many reasons. This is especially true if you have a B2B website that offers services worth high dollar amounts or to businesses with multiple decision makers.
Just like other types of websites, B2B websites have certain best practices and criteria they must follow. A site meant for b2b services must:
Aside from these criteria, a B2B website must follow important SEO principles, such as relevance, value, clarity, and quality content.
To follow the above guidelines, these tips can help make your website a B2B dream.
The goal of any good website is to help create more educated prospects while also creating conversions. While this isn’t as simple as just putting some content on a site and hoping for the best, as any developer or SEO knows, it really doesn’t have to be overcomplicated.
Educating website visitors helps you because it puts you in a position where you’re getting calls from potential customers who have a much better understand of what you do and how precisely you can help them. It also is great for your search engine ranking because it is creating more content on your site, more opportunity for relevant service keywords, and it keeps people on your site longer as they are using your content to educate themselves.
The best way to provide value on a regular basis is through blogs. Having a separate blog page is important, and writing on topics with keywords that are relevant to your business and location are also crucial if you want to have a successful blog. However, the most important part to having a strong blog is just to have valuable content that educates visitors and teaches them something that can help them. Other options for education on your B2B website are: whitepapers, eBooks, research studies, webinars, and how-to guides—all of which can also be used as lead magnets to collect email addresses for your list. Lastly, your copy on your site should be educational as well. Some of it should educate visitors in a helpful way, while the bulk of it should educate them on exactly what you do, where you do it, and the benefits of your company specifically and the services you provide.
When businesses are shopping for services, they are more likely to want in-depth information than the general consumer who may just call and ask for more information. This means they want to have a good idea of who your company is and why they should choose you (how do your services affect their bottom line?) before they even engage in conversation with you.
A mobile-friendly website is important for all websites, but consider that your B2B audience is very often bouncing between meetings while on their phone and looking for answers to a problem. While they are often on their computers, most professionals are going from one thing to the next and will be more likely to use their phone to do research.
Since more than half of all internet traffic comes from mobile devices in 2022, it is absolutely crucial that your website can be viewed and navigated easily on desktop and smaller and scaled properly on mobile devices.
The first step in making your B2B website mobile-friendly is to make sure that it loads quickly and easily on any device, including smartphones and tablets. This requires limiting number of videos (and compressing the ones you have), compressing all images, and ensuring your host is quick and cache is cleared. You also should look at button sizing, menu placement (hamburger menus are great on mobile so they don’t have to scroll to use them), and proper formatting so they don’t have to move around their screen and zoom 1000x to try to read the copy.
A company’s website is the first point of contact for potential customers. It is the place where they can find out about your company and the services you provide—plus how these services can help their business. A well-designed website can help a company convert visitors into customers.
This is especially true for B2B websites because business owners want to be very clear about why one business would be better to work with than another. Often times, businesses are looking for in-depth information before requesting a proposal for the work they need done. Potential customers from businesses are looking for a reliable supplier or partner. This can be done by providing information on how they work with their clients, what their clients say about them, testimonials from satisfied clients, and case studies that demonstrate how they have helped other companies. Make your services page very clear about the experience your employees have in those specific services, and consider case studies that outline a process from beginning to end with results so companies can more easily apply their needs and determine how your services can help solve their problems.
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