Marketing Insight

Three simple rules for an effective B2B website

In this world, we often wish we could break down life into simple dos and don’ts – and marketing is no different. Whatever the focus of your company or organisation, we often look for little nuggets of knowledge which could help us get more from our marketing resources and spend – and websites are no exception. Website design may be an area where it’s harder to see the differences between serving businesses and serving consumers – but they’re definitely there and the best B2B (business-to-business) websites follow a few simple traits which make them the best. Sarah West, of expert B2B agency Full Mix Marketing, explores the three simple rules for an effective B2B website.

1. MAKE YOUR WEBSITE ABOUT YOUR CUSTOMER

The most successful B2B websites talk a little less about themselves and a little more about their visitors’ needs. It’s a good idea to start using the word ‘You’ more frequently on your website. In describing your products, services and years of experience, start telling the visitor to your B2B website what they will receive and experience - ‘You will get…’ Explain what you do and why it’s great but don’t leave the visitor to translate it into the benefits they’ll receive – tell them! You can also invite the customer in with some level of interactivity. Allow the visitor to share something about who they are and what they’re looking to do, and then find a way in which to show interest in them and tailor their experience. One of the simplest ways to do this on a B2B website is to include sector or user-specific pages within the main navigation. Visitors can then quickly reach the information they need and view it from their perspective – making them feel more valued and better served. When creating content for your B2B website, think carefully about how your customers define themselves and the language they use. Use the pronouns they would choose and relatable language – without lapsing too far into jargon! Essentially, making your B2B website about your customers is key to its success.

2. EMPHASIZE YOUR CUSTOMERS’ OUTCOMES

Once you’ve invited the customer in, you need to direct them towards the outcome they desire – not just the qualities or capabilities of your business that you wish to communicate! Take time to consider and define the specific business objectives visitors to your B2B website might have and how to satisfy them. In B2B marketing, the business buying process is typically slower, more logical and often involves more people than consumer buying behaviour. As such, visitors may be in an early research phase, looking for in-depth information to inform a decision, seeking final reassurance to support a buying decision or be fully ready to contact you and buy. Fortunately, your B2B website doesn’t need to be reengineered for each outcome. It simply needs to be communicative and navigable in a way that helps the visitor achieve each of the outcomes in turn. Trying to force every visitor to contact you - or make an instantaneous purchase - may be self-defeating when what the visitor craves is a little more information and reassurance before they engage with your company. You should use language which focuses on the outcome the visitor hopes to achieve. If you believe they are looking for reassurance, talk about trust. If you believe they are seeking a product to solve a challenge, talk about solutions. That way, customers don’t have to translate your B2B website themselves!

3. HELP CUSTOMERS ACHIEVE THESE OUTCOMES

Ultimately, your B2B website’s purpose is to create customers. A successful website must facilitate the specific tasks the customer has come to your website to complete. How this is resolved will depend on your product, service or sector. If you provide a product range, it’s likely your visitor will eventually be looking to buy – or at least establish a supply relationship so they can begin placing orders. When you’re dealing with a significant number of potential transactions, seemingly tiny hurdles or shortfalls can have dramatic implications. If you provide a service, it’s likely the visitor will want to understand the options, explore their needs and either initiate the service or make contact with you. This could include a cost-calculator, downloadable content or online chat function. It’s a good idea to make your website easy and effective to navigate, ensuring customers find the right answers and achieve their outcomes.

THE TAKEAWAYS

When it comes to building a better B2B website, it’s all about showing interest in your visitors, communicating your solutions in language they understand and making it easy for them to achieve what they want to achieve. For more help, visit www.fullmixmarketing.co.uk