It is easy to dismiss your B2B website as anything more than a domain holder simply due to how B2B sales are done. B2B is still largely face to face, talking to your clients and building a strong relationship before selling them your product or solution. It is an effective method that remains important for all B2B related transactions.
But that does not mean that a good website experience isn’t important. Even in the world of B2B websites are a crucial touch point that you can use to convince business that your product or service may just be worth contacting you over. To understand how you can create an amazing website experience for your B2B business it is important to understand what a website in B2B can achieve.
Why a B2B website experience matters
Today’s culture of “Googling” everything does not just stop with consumers, it continues with business owners too. Even if your business was discovered at a trade show, through word of mouth or a referral, there is an extremely high chance that they will go to your website to find out more. This makes a website an important touch point along the B2B customer journey.
At this point in the journey the customer is interested but not convinced. They will be looking for your website to convince them to pick up the phone and give your business a call. The stakes are high when it comes to selling tens of thousands of dollars’ worth of business infrastructure or services, your website must deliver.
How does a B2B website differ from a B2C?
While websites for both B2B and B2C business field similar roles in the customer journey, they need to be very different. Overall B2B has a far more complex sales journey than the standard B2C customer journey. A B2B business’ website, therefore, needs to reflect this. Here are some ways a B2B website needs to reflect the more complex B2B landscape.
B2B has many layers of users that it needs to appeal to. These user groups need to be at the top of mind when it comes to making UX decisions. This is because of the range of stakeholders involved in any business decision.
Generally, when deciding on any new product or service there is a range of stakeholders across the company involved in the decision. These range from the directors who will make the ultimate final decision, to the actual internal users who the directors often seek buy-in from. For your B2B website to be effective, it needs to speak to each stakeholder, moving them along in the customer journey.
Complex levels of information
There is a lot of complex information, supporting documentation or explanations that are generally expected from a B2B website. This gives website designers a difficult task. A B2B website needs to convey this complicated information in a way that is easy to consume, is well presented, while still selling the product.
B2B sales generally have a much longer and more convoluted path to conversion than their B2C counterparts. There is a lot more involved into each decision, lengthening the entire process to potentially months or years. This time will be taken up in finding approval from multiple layers across the company, taking longer the more expensive the product and the larger the business.
Your website will be vital during this phase. While you will have many touch points with their business, the website will remain a point where they can consistently find information about your product and explore your brand.
What does an effective B2B website look like?
B2B websites will need to first and foremost reflect the business’ brand. Which means that what the website needs to achieve, and how it displays information, will vary wildly across industries. There are some key elements, however, that will lead to an effective B2B website no matter the industry.
First and foremost, the website needs to fundamentally address what users are there to do
When creating an effective B2B website, you need to understand what the visitor wants to accomplish with your site. A website that is created with a user’s needs in mind will have a much higher chance of generating leads than one that does not.
You need to answer your users’ questions
Most users are coming to your website looking for a solution to their problems. They will have a lot of questions about your product. If you answer these questions first it shows that you understand their needs.
Go further by using the language that your users speak. Understand and deploy industry lingo. This shows that you know your users and understand them. Using similar language will also act as a point of connection, generating trust in your brand.
Call to actions are incredibly important
Do not underestimate the power of call to actions. They are what drives and encourages users to take the next step and follow the journey you have set out for them. Tailor your call to actions to your users’ language to generate trust in your brand and a desire to continue.
Allow your users to contact you easily
Clearly display your contact information and offer multiple points of contact. This allows your users to easily deepen their connection to your brand by emailing, calling or social chat.
Building a strong B2B website has the potential to dramatically improve the customer journey for your clients, binging in more leads and conversions. It is important to be thoughtful in the design of your B2B website. You need to instil confidence and spark interest in your products to your users across the website.
Building an excellent B2B website that brings an increase in leads and conversions is one of Link Pixel’s specialties. If you find yourself struggling with your website, have a chat today with our B2B website specialists!