9 Best Practices to Increase the Effectiveness of Your B2B Website
These days, we cannot deny that having an online presence is integral for attracting customers. The same thing is true for B2B companies.
As such, B2B services providers need to have an effective website. And by “effective,” we mean one that is searchable and makes it easy for potential clients to transact with you. Otherwise, looking for and attracting the right clients can be challenging.
That said, we have listed the nine best practices you should follow to have an effective B2B website:
1. Identify your target clients
First, you have to identify your target clients. Second, you need to think of your site in the eyes of a typical customer.
The moment they land on your page, will they know what steps they need to take next?? Will you answer the main question that most of them have? Did you funnel them to the action that they’ll most likely take after landing on your page?
One of the best ways to know your audience is to research site analytics and poll your current customers.
As soon as you have their basic customer profile, you can filter everything based on how the average user thinks. This helps you create content, design, the specials you need to offer them, and when.
2. Define your value proposition
A value proposition will showcase the solutions that your business can provide to your customers.
Your value proposition statement is one of the ways that you can gain a competitive edge. It also articulates why your customers should buy from you and not from other businesses.
Because customers need help from your business, a strong value proposition will help you boost both the quantity and quality of site visitors.
3. Design for your clients
Far too often, many brands and businesses fail to design their site for customers or prospects.
What they do is take on a more egocentric approach when it comes to web design. This means that their content is designed to talk about themselves instead of their target clients.
If your site isn’t serving customers and prospects, then it’s not serving you either. It would help if you made your B2B site client-focused by providing content that showcases how you can help them run their business.
Sure, you run an accounting and bookkeeping firm. But what unique services do you offer, and how does that help your target clients?
At Sytian Website Design Philippines, we also recommend adding interactive features to your website. This can include live chat support, an online calculator, or a product demo. Such features will make it easy for clients to understand your services and whether they suit their needs.
4. Make it mobile-friendly
If your site isn’t mobile-friendly and responsive, then now is the time to do so. With approximately 50 percent of B2B searches done using a smartphone, you couldn’t afford not to optimize your website for mobile.
Imagine yourself as a busy business owner, and you only have a few minutes to spare between meetings to look for a solution to a problem you’re having. Then, you use your smartphone to look up various business services out there.
If you really want this person to stay on your site, you need to provide the solution to their problem. You also need to ensure that your site is mobile-friendly.
So, how do you ensure that you have a mobile-friendly site?
Well, the answer lies in responsive design. A mobile-responsive website uses CSS to adjust accordingly to screen size without compromising UX.
5. Have clear calls-to-action
Chances are, a lot of users who want to know more or explore the services of a B2B site don’t have a clear idea of how they should proceed. If they can’t figure out how to contact you quickly, then they’ll just move on.
That’sThat’s why you need to include clear and attractive call-to-actions (CTAs). Doing so informs site visitors of the next step.
As you plan your web design or upgrade, develop a strategy that will highlight what calls-to-action needs to be placed on a particular page and why. Think about creating a roadmap for target personas your site wants to connect with.
6. Make your site easy to navigate
Your site doesn’t just need to provide a considerable deal of detailed information; it should also be well organized and easy to navigate.
Otherwise, users might quickly feel overwhelmed and might not find the correct information they’re looking for in the first place.
Unlike most entertainment sites, the navigation architecture of your B2B site isn’t a place to get clever. Doing so will only frustrate your potential clients.
So, make sure that you keep your navigation menu uncluttered and straightforward. You can guide users to dropdown menus to more specific subsets of pages. However, make sure that these menus are easy to find and that the font is bold and legible.
You should also try to avoid placing tiny text links throughout your site. Moreover, the user interface is also vital for SEO considerations.
7. Provide personalization
By creating a personalized experience for site visitors, you can ensure a more memorable site experience.
For example, using chatbots is an effective way for most B2B companies to personalize the whole customer experience. That’sThat’s because you can use it to guide clients on what they need to do to continue the transaction.
Another example is to provide various payment gateway. Doing so allows your clients to choose a payment method that is convenient for them.
8. Create excellent content
Your website content and design play a significant role in your B2B business’s success. That’s because a great first impression can compel a site visitor to transact with you.
However, your content is much more than just crafting a good article though.
Great content includes infographics, videos, and high-quality images to highlight your articles. However, you also need to think about ways to figure out your customers’ needs so that you can solve those needs with your content.
9. Optimize for search engines
Just like any other aspect in online marketing, SEO best practices are constantly evolving. So make sure that you and your team are prepared to keep up with the latest SEO strategies out there.
There are many ranking signals that you can use to improve your site’s visibility and optimize it for search.
Here are some best SEO practices:
- Make sure that your pages have unique titles and meta descriptions. This allows search engines like Google to tell what the page is all about exactly.
- You can use the “image alt” HTML tag to provide context on your site images. Not only does it provide access for users, but it also lets Google understand the content of your photos.
- Place relevant keyword phrases, and include them in your site copy and metadata. Make sure that you only use the natural and relevant ones.
- Consider the loading time of the page. Make sure that every website element won’t bog down the page load speed.
- Utilize a Google Search Console to monitor site performance. Doing so lets you leverage analytics data to boost traffic and produce more relevant content.
Let’s face it: Having an online presence is one of the best ways to attract a potential client. As such, you need a website that is searchable and makes retaining client attention easy.