The anatomy of a successful B2B website goes by the concept of connecting more effectively with buyers to eliminate any buttoned-down approaches. While the B2B industry has evolved away from overly formal marketing, creating an effective website needs continual improvement. Many of the more personalized techniques used for promotion should be applied to websites, since the two are always integrated.
Having a more personal link to prospective or longtime buyers is like insurance to keep customers loyal well into the future. You've probably realized this if you've encountered a sudden exodus of buyers for no particular reason.
There's probably a very good reason they've left, maybe it’s due to your website not differentiating enough from your competitors. Or, perhaps you just don't have the elements that compel a business to buy from you.
Here are some steps to help you build a successful B2B website:
Mapping Out a Content Strategy
All B2B industry pundits say that mapping out a content strategy is mandatory before you start making changes or brainstorming new ideas. At the top of the list is customer persona development so you know exactly who your audience is.
It's easy to get complacent on this since you may assume all businesses are alike in what they want. Every business has specific needs, and tapping into their pain points should dictate what you'll do in design and content.
Once you have this in mind, you also have a way to brand yourself, even in the more standard web design elements you use.
Easy Navigation and User Friendliness
Being simple is a key goal for many B2C websites today, and the B2B world should apply the same. Any content on your site should have compelling visual flair, yet be easy to understand at first glance. Since you probably have reams of information to give out about your products and what you do, a first-time visitor could feel too overwhelmed.
Despite many B2B buyers wanting educative information before buying, you have to get your message across quickly. Many choose to add full-screen background videos today to convey a story about who they are without having to use text.
Leave your more long-form content about your products in a separate portal for visitors to peruse later.
Creating Conversion Opportunities
By giving incentive for visitors to leave their personal info on your website, you immediately generate leads that could lead to conversions. Nevertheless, you have to give those users a reason to leave their info. Most of them likely aren't ready to buy immediately, so enticing them to sign up for an e-newsletter is a good way to get this started.
A more personal way to generate leads is to offer an open line of communication (e.g. live chat or a contact form) to speak directly to the business owner. This can save a lot of time in helping a business make a buying decision.
Creating a Compelling Call to Action
Every call to action on a website needs special attention, and creating an effective one is almost an art form. What's important is to make your call to action stand out in shape, color, and design. Adding your own brand colors can make it more noticeable and purposeful.
Also, make sure the CTA looks clickable so visitors understand it's where they click to give their personal info. or to buy your products. By having a good real-time analytics page to study, you'll know exactly how good your CTA is every hour of the day.