Launching a Successful B2B Website: Tips from Pros
Written by Ash
12 June 2018
“Oh, how pretty and clean it looks,” they said about this B2B website that was nothing else but pretty. And that’s the end of that website’s story: not a great one, though. Are you going to launch a B2B website? There’s so much to consider if you want to see its success and then put your flag on top of the mountain of your industry, if you know what I mean.
I won’t bore you with too many fancy and meaningless words. Instead, I’m going to share some relevant, insightful and actually helpful tips from the pros here! Soak in all the advice you can.
Identifying Pain Points
Kyle Treleaven from BrainStation shares his wisdom:
“Know your customer and make it as easy as possible for them to find your website useful. If you are looking to conduct business, make it simple and easy.
Go through the exercise of the user journey and identify any pain points that might occur. If that is connecting them with the right person or finding the right information. Most B2B websites are for showcasing information and are low purchase frequency than a B2C as the B2B market is much smaller of a pool than the consumer market.
Lastly, ask some of your top existing clients for feedback. You are looking to improve this experience for them, so ask them.. In the end, once you solve their problem and make it convenient, sales will increase for you.”
Your Website is for Your Customers
Here’s IntelliChief, LLC B2B software company’s content Marketing Manager Faith Kubicki’s advice to launching a successful B2B website:
“One of the most common mistakes that I’ve seen companies make its building their website for themselves: not their prospective customers. In order to get traffic (and make their websites convert), they need to focus on providing high quality information and using the language that their customers naturally use. A lot of times, this means moving away from industry jargon and using clear, simple language. Also, using a keyword tool to make sure that what they feature on their website is relevant and highly searched can significantly increase the likelihood of a successful website marketing campaign.
Another thing that a lot of B2B websites don’t have is a clearly defined value proposition. Business owners can talk about their products and services all day long, but if a prospective customer can’t immediately figure out why they should care, they have no reason to stay on the website. On the flip side, if they can easily see themselves benefitting from it, they’re much more likely to convert.Prospective customers come to a website because they ultimately want to buy – business owners just have to give them a solid reason to do so.
At the end of the day, business owners need to put themselves in their customers’ shoes to get the most out of their digital marketing efforts. Building a great website is a marathon, not a sprint. They can’t just “set it and forget it” – in order to keep gaining traction online, they need to keep publishing quality content, promoting their pages, and monitoring their results. It is a significant resource investment, but it can pay off – a solid website can bring in hundreds of leads a month, helping them find customers and increase sales.”
Selling a Product, a Service, or an Idea?
The founder and CEO of SassyLasses, Sacha Brant, says, that you have to know the purpose of your website to develop a site that will convert eyes to buys. She goes on telling:
“When I work with clients to develop their website, we always design with conversion in mind. We ask them to define their site in one of three ways: Selling a Product, Selling a Service, or Selling an Idea. Depending on the core purpose of the website, the requirements change.
Are you trying to sell a product?
To fall into this category, you need to be providing something tangible. (Or mostly tangible.) You could be selling bibles or chickens, miracle cures or kitschy crafts. You all fall into this category.
Your website’s purpose is showing potential customers how much better their life would be with your product. It’s about the features and benefits, the reasons they should never be without. Your goal needs to be helping your customer see why they both need and want what you’ve got.
Are you trying to sell services?
This category is all about what can be done for the customer. Services aren’t tangible, but they do have value to the customer.. The problem with purchasing something you can’t see is that you are selling based on trust.
Your website’s purpose is to both gain that trust and invite them to connect with you. You’ll need to show them proof of concept and why you will deliver better than others in your field.
Are you sharing information?
I consider this the catch-all. If you aren’t trying to sell something, you’re trying to draw attention to it instead. These are the bloggers who do it for the likes, the fan sites for boybands everywhere, and even dating sites. (You aren’t selling your body but trying to share your message and find a mate.)
Your website’s job, in this case, is to be informative and entertaining and encourage the audience to share it with others. When you’re only in it for the applause, you need to build that audience.”
Let Them See Who You Are
As Marsh Williams from SHOUT OUT STUDIO sums it up, there are a lot of things one can do through a credible B2B website but there are a few very simple rules to follow. With that in mind, here are a couple of quick rules from the expert.
1. Put yourself in the customers “mindset.” What are they looking for, what do they want to know about a potential partner, and why are they even looking for a company that does what yours does? If you can answer these questions early in their visit you’re way ahead of the game.
2. Let potential customers see who you really are. Don’t be afraid to show your personality as it is. This helps in creating a relationship from the beginning and setting expectations for when you and the customer meet. Too many companies try to use “marketing speak” and come off sounding very vanilla.
3. Provide content that really benefits them on their visit to your website. Customers are trying to find partners that share their values and vision. They want to understand if a potential partner has defined experience and demonstrable knowledge in their field. Do not be afraid to share good solid information with them. Share the same type of information you would about your company’s experience if you were in a sales call.
4. Offer multiple opportunities to engage…do not be afraid to ask for contact. Let them know that you would be happy to discuss their needs and available to provide them with more information. Let them know you’re not just interested in scheduling a sales call, but in speaking with them to see if you can help.
Using Industry Terminology is Okay!
And oftentimes, we think it’s not, right? Well, Matthew Mercuri from Broadsign explains it a bit. And since he has a deep background in managing online reputations and websites, let’s hear what he says:
“Don't be afraid to use complex or industry terminology on your website. Your website is speaking to businesses that understand what you are talking about. The way you present your content doesn't necessarily need to be watered down like it does for the public. In reality, using accurate industry terminology helps you rank better in SERPS.”
B2B is totally different from B2C
B2B sites, being completely different from B2C sites, require a different approach, according to the Director of Digital Strategy at GOAT, David Van Veen. He would love to add:
“The purpose of the site changes to gaining quality leads and supporting sales. Quality means relevancy, and a relevant lead is one from a user that is as far down a sales funnel as possible.”
And here’s some more from her!
“Leverage automation and user scoring to sift through the low quality leads that come from white paper downloads.
Create your SEO focused pages using a ‘What we do’, ‘What are the benefits to anyone getting these services’ and ‘Why are we the right company to provide them’ flow. Focus on using clear, layman's terms in your services pages to increase your SEO and allow users to convert cold.
Focus on readability. Use layman’s terms and put your pages through a site like hemingwayapp.com. Avoid large blocks of text and have good text hierarchy.
Keep the site from being siloed. Users don’t click on the “Testimonials” or the “Thought Leadership” section. These need to be included inline on other pages.
Tell your narrative using the scroll action. Don’t count on users clicking where you want them to go to next — instead tell the story on each page. “
Thought About Social Profiles?
As Jonas Sickler, marketing director at Reputation Management assures, don't fall victim to the myth that your customers aren't on social media. Business owners can easily become so consumed with perfecting every detail of their new site that they may forget to leverage what's already out there—social profiles. There were 2.46 billion active social users in 2017, and the number is expected to continue growing. Social media can help you spread the word about your fantastic new look and customer experience.
Since it can take a while for a new site to start ranking in search results, social media is an excellent way to jump start your traffic while you're waiting for Google to reward you.”
Got to be Strategic
“While a B2B website doesn’t necessarily need to be complex, it does need to be strategic,” says Emily Sidley from Three Girls Media, Inc.
“As you design your site,think about your target consumer. How can you showcase your brand clearly and compellingly? Consider which type of language, images, videos, colors and fonts they’ll respond to best, and use them consistently throughout your website. B2B businesses tend to be a bit more formal, so you’ll want your overall design to be sleek and clear.”
At the bare minimum, make sure your website includes:
- Your purpose
- Services you provide
- How you’re different from competitors
- Contact information
- A blog (this is really important for driving traffic to your website)
You may also want to consider including client testimonials and an About page that features your founder, CEO, staff and/or how your company was started.”
She also added a bit about your B2B website’s SEO.
“Of course, the way your website looks to the visitor isn’t all you need to think about; it’s also important to consider how consumers will find your site. Effective search engine optimization (SEO) is key.
Before writing website copy, research keywords relevant to your business. What will consumers type into Google when they’re looking for a company like yours? As you write your website text, slip in keywords in a natural way; aim for using them about once every 100 words or so.
So, have you found some helpful tips? I’m sure you have! Make sure to keep all of this information inside your brain and get started on your successful B2B website right away.