It’s a daunting task to get potential customers on your website and keep them around once they’ve arrived. For B2B websites, this is particularly difficult. As a rule, business customers are much savvier than your average B2C consumers, they know exactly what they are looking for and what you’re trying to feed them. Utilizing the maximum potential from a website’s traffic requires understanding a few fundamental things. You should know who your audience is, what they want, and how your website can help them get it. Here are a few important components of your website which add to the success of a B2B website.
Navigation
Website designs are becoming simpler day-by-day and that should always be kept in mind while designing. If your website loads the user with too much information, chances are they’ll decide that it isn’t worth their time and will quickly bounce off and may not return ever. Keep everything as simple as you can, especially the navigation. The navigation tab on your home page shouldn’t feature more than about 4-6 tabs. It should include ‘about us’, ‘services’, ‘contact’ and ‘blog’, as it’s a familiar structure that will make navigation through your website quick and efficient.
B2B customers want to be properly informed before making any decisions. That’s why they would likely want to speak to somebody before doing so. Your website should therefore be well optimised to direct readers towards content that answers their questions, with routes to conversions optimised towards contact-based CTAs.
High-Quality Content
The core of every digital marketing campaign is high-quality, relevant content. Consumers expect to find information online in relation to a product or service through all possible channels and mediums. Blogs, eBooks, case studies, customer reviews, white papers etc. All these resources help them to make an informed purchase decision. Moreover, they expect to be able to access and receive information in real-time. Without content, B2B companies have no way of engaging and retaining the interest of potential prospects. Without good content, prospects will not be attracted to the website even if they would be looking for the exact products and services the business offers.
Blog
Every B2B company, at the very least, should have a blog. Even if they only blogging frequency is once a week or month, it’s a great opportunity to create a new web page that targets a specific keyword and uses a unique URL, all of which will help prospects to find the website. Think of a blog like a repository of quality information. A prospect can turn to your blog to find out more about your products and services. It takes time and effort to create an engaging blog, but it’s almost free and can produce amazing results.
Branding
A lot of people think that branding and aesthetics are largely the same things. But that’s not the case. If aesthetics relate to the raw colours and images on your website, then branding is the way they’re used. Branding should be coherent and consistent throughout the website. Having a specific logo and colour scheme is a pretty popular way of achieving this.
It’s important that your branding efforts go alongside the website’s navigation. Potential customers should leave your website with a concrete idea of what your business is about, what its values are, and whether it’s a right fit for theirs.
Call To Action
Calls to action, or CTAs, are common features of most blogs and website pages. If you’re trying to sell something, a CTA draws attention to the action you would like your visitors to take. Like, if you’re trying to divert traffic towards content that explains more about what you’re selling, the CTA is the text, graphic or link that does that.
B2B consumers also generally know what they’re looking for and want to be able to quickly distinguish whether a website, product or blog page is worth the time they’re going to spend reading it. Therefore, a decent B2B CTA has ‘this is the information you need to know’, or something very similar, implied quite heavily within. That said, make it snappy and attractive so that it really stands out and attracts attention.
These five features may sound very basic, but holds a greater significance in context of building a successful B2B website. We have a team of expert designers who can guide you more. Talk to them to get a better understanding.
