If you're a business-to-business (B2B) company, then your website is the most important tool in your marketing arsenal. It's where potential customers will go to learn more about what you do and how you can help them solve their problems. That's why it's essential to make sure your website has all the right features. This article will cover the top most important features every B2B website should have.
If your B2B website's primary goal is to attract qualified leads, then the following features are the most essential:
● A high performing hosting
● A user experience that captures your visitors' attention and creates new opportunities
Hosting Performance
The hosting you use to house your website has a big influence on how successful it will be at generating leads for your business. If it is not consistently fast, available, secure, and reliable, you'll struggle to compete for search traffic or entice visitors into converting them to purchase your products or services.
In the B2B space there are dozens of factors that can impact a website hosting performance, but speed, security, and reliability are probably the most important ones you should consider when choosing a hosting platform for your website.
Reliability
Your website must be accessible at all times. If you have recurring outages, whether it's due to server problems, software conflicts, or malicious activity, potential consumers will not be able to view your content, learn about what you provide, or express their interest by filling out your contact forms on the website.
Every user, no matter where they are in the world, should be able to access your website with a consistent and dependable experience. Your server infrastructure must be responsive and have built-in redundancies. This allows you to better manage demand and protects you against both physical and cyber assaults.
Security
It's not simply about lowering business risks from hackers or data breaches when it comes to ensuring your website is safe and secure to use. If your website appears dodgy – whether you don't have an active SSL certificate, for example – potential clients are less inclined to trust you with their money. By taking the correct actions to secure and maintain your website.
Speed
In order to generate leads and create opportunities, your website must be fast. Google prioritizes user experience and customers today expect websites to be both fast and responsive.
For every additional second it takes for your sites to load, the conversion rates on those pages drop by 2%. There are many things you can do to make sure your site is as quick and responsive as possible. For example:
● SSL certificates installation
● Image compression and optimization
● Use of a CDN (Content Delivery Network)
User Experience
The goal of generating traffic is that of turning a percentage of those visits into qualified business opportunities. This can be achieved through a user experience that enables your visitors to easily find the information they need in relation to your business.
Some of the most essential elements to consider while evaluating user experience on B2B websites include:
● Design and branding elements
● Positioning and Unique Value Proposition
● Content & SEO
● Navigation and information hierarchy
Design and branding elements
Your website's design should be on-brand and consistent with the rest of your marketing materials. If you want to be taken seriously as a business, you need to look like one – and that means having a modern, up-to-date website design. According to a recent study, 75% of people first form an opinion about the website they're visiting on its look and feel before starting to consume the content it contains. With that said, if your website looks outdated and generally unprofessionally designed, you'll probably have a hard time converting those visitors into leads and new business.
What's also important when creating your company website, is to make sure that its design is optimized for both desktop and mobile devices. In today's modern digital world, it's essential to have a responsive website design that can adapt to any screen size.
Positioning and Unique Value Proposition
To provide a helpful and intuitive user experience, you must pay careful attention to the way you communicate with your visitors. They won’t become leads if they have to scroll through multiple pages to understand what you do and the value you provide. Carefully consider your choice of words. Is it clear and concise? This isn’t only vital for first-time visitors, but prospects at every stage of the buyer’s journey.
You must pay close attention to how you interact with visitors in order to offer them a useful and intuitive user experience. If they have to go through many pages to figure out what you do, what you offer, and how valuable your services are, they won't become leads. Choose carefully the language you use on your website. Make sure it's clear, to the point, and not full of jargon. This is important not only for first-time visitors but also for prospects who are at different stages of the buyer's journey.
Content & SEO
Your website's content must be well written, accurate, and informative if you want to rank highly on search engines and convert visitors into leads. Make sure to include relevant keywords throughout your content so that it can be easily found by people who are searching for information related to your business.
The written content on each of your web pages should be relevant and targeted to a specific step of the buyer's journey. Blogs for the awareness stage, product information and comparison pieces for the consideration stage, and case studies to demonstrate the value of your services or goods in the decision stage are all examples of appropriate content for this phase.
Navigation and information hierarchy
The information hierarchy of your website plays a crucial role in how your visitors find and consume the content available on your website.
If your most important pages aren't easily accessible through your main nav, you'll eventually miss out on a lot of opportunities to educate and convert visitors into leads and potential future customers.
Your navigation should be simple and intuitive. Remember, the longer it takes for someone to figure out how to navigate your site, the less likely they are to become a customer.
The key is to keep in mind that these elements operate together. A good design is meaningless if the website takes too long to load. Similarly, strong messaging will be ineffective if your material isn't optimized for search. Keep all of these factors in mind as you create your B2B website, and you'll be on the path to success.
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