As business-to-business companies usually carry out their activities offline, there’s a high likelihood of overlooking the importance of an effective dynamic website. However, this can be detrimental for your business as a functional website can contribute significantly to your company’s success. Research reveals that more B2B companies are paying greater attention to their website development as ecommerce is becoming more popular.
According to McKinsey, the B2B sector has transformed digitally. This development is due to the COVID-19 pandemic; about 80% of business owners intend to stick to sales online instead of face to face. This trend makes it even more crucial for your B2B company to have an effective website as you continue to create great products and services to deliver to other businesses.
What is an effective B2B website?
An effective B2B site successfully complements your offline activities by creating an excellent first impression on business owners who visit your page and sustaining their interest. An effective B2B website consists of many factors such as:
- Providing in-depth information about your business and customer support using resources such as FAQs, an About Us page, Chatbots, etc.
- Consistent, original, and quality content
- Easy page navigation
- User-friendly design and quality user experience
- Accessible on various devices, be it a laptop, tablet or smartphone
- Optimum site speed
One key difference between B2B and B2C websites is that B2C sites are generally perceived as less complex than B2Bs, with immediate calls to action and less conversion time. B2B sites are more like a preliminary step to introducing your brand to potential business clients. You can describe a page visit to a B2B site as window shopping; other businesses carefully seek information or carry out thorough research before moving on to the next stage to make a final decision. If they’re satisfied, they’ll go a step further to contact you.
Great examples of businesses that have developed customer-centric websites for their B2Bs include Hootsuite and Dropbox for Business.
Why is it vital to create an effective B2B website for your business?
Here are some reasons worth considering:
Creates exposure for your business
Every business has a long-term goal of expanding beyond borders, and an effective B2B website helps make this vision a reality. An effective B2B website will allow potential suppliers, contractors, and clients from around the world to contact your company, increasing your chances of strengthening your global reach. It becomes the go-to location for everything concerning your business and creates exposure for you. Your B2B site allows you to gain insight into what your target market is looking for both locally and internationally. As a result, you can eventually expand to serve other regions beyond your country of operation. You can also adapt quickly to meet the growing and rapidly changing customer demands.
Builds credibility for your brand
Statistics reveal that about 56% of online users won’t trust a company that doesn’t have a website. Having a credible B2B brand is crucial for your business’ success. A website that performs well in search engine rankings increases your chances of being the go-to brand for your industry when customers search for a solution. The key to this is consistency in your content and Search Engine Optimization (SEO) strategies together with your efforts offline.
Opting for resources such as WordPress website development allows you to create the best website for your business, yielding tangible and measurable results. As you remain consistent, you’ll grow into a trustworthy and authoritative brand that customers can refer to.
Informs clients about your products and services
Potential clients often visit a company’s site to find out more about their user experience, products and services before making a final decision. Although a would-be client may hear about your offering from another business user, chances are they’ll still want to discover more by themselves before choosing your business. This makes it essential for you to prioritize your website design. One of the best ways to ensure professionalism and quality is partnering with website development services such as Rorko.
Additionally, it helps you market your offerings to a broad audience long before you even meet them in person. You can also easily update your target market with developments in your products and services as soon as possible, without them having to call first to find out what’s new with your brand.
Serves as an online sales representative
As mentioned earlier, your website can serve as a digital window that introduces what your business is all about to your potential clients. An effective B2B website can contribute significantly to helping you generate more leads and sales for your business. It should be able to communicate the question, “How can we help?”
Creating a great user experience for your potential business clients online goes a long way to make them feel engaged and helps them know you’re on hand to assist them. It’s essential to convey through your website that your business knows its stuff and can offer the perfect solution to the customer’s needs. Your website design should effectively combine a personal tone without sounding excessively ‘corporate’ to avoid appearing robotic and undynamic. You can do this by:
- Providing insightful and well-researched data
- Offering detailed but straightforward information about your business
- Constant reminders of what you offer without it sounding like a sales pitch. Personalized and consistent content is a great way to do this to position yourself in their minds
- Not offering them calls to action immediately
Based on their interaction with your site, you can then tailor your offerings to suit them by providing them with the information they need on specific topics relating to their business through resources such as e-guides. Doing this will help assure them that they’ll be making the right business decision by going with your brand, which will eventually lead to closing a sale.
Get started with your B2B website today
As technology advances and customer needs are rapidly evolving, your business should adopt resources such as cloud solutions, website development, etc. If your B2B doesn’t have a website, but you’re interested in getting one to boost your revenue and gain leads, Rorko is on hand to assist you with their wealth of experience in website development.