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6 Tips for a Great B2B Website

04/06/2015

6 Tips for a Great B2B Website

With the growth in content marketing as a means to grow traffic and sales, and mobile’s increasing role in the vendor decision-making process, the old rules aren’t enough. 

Here are six best practices for building a great B2B website: 

1. Mixed gated and non-gated content. Ninety percent of B2B marketers now use content to grow awareness, drive consideration, and generate sales. Learning centers, content hubs, and blogs rich with multimedia experiences all help build engagement and "stickiness" within your site. Asking for a user’s email address in exchange for accessing your great content is a good idea, but be sure to give potential prospects a chance to "try before they buy." 

2. Track everything. You’ve invested time and energy to create great Web pages filled with useful content. Now make sure it’s all shareable – and that you’re able to track what works. The best B2B websites and marketing teams track everything. While each platform has its own code convention, activating UTM (Urchin Tracking Monitor) codes on every piece of content you publish is a great place to start. Just like a vanity URL on a print, out-of-home, or television ad, these codes let you measure where your traffic comes from, and which piece of content drove it. 

3. Make it easy to make a sale. We’re digital marketers, so we love our forms, email contacts, and live Web chats. But many prospective clients still like to speak to a human before making a large purchase decision. Give your users options. Don’t forget to include a phone number across your site’s pages to field sales inquiries – assuming you have someone available to answer it. (The only thing worse than no phone number, is one that you call and doesn’t get answered!) 

4. Be bold in visuals and copy. B2B doesn’t mean boring. The best sites treat advertisers like consumers with their tone. Now, they also do it with their visuals. Make your site more engaging with big, bold visuals that bring your brand to life (but no iStock photo handshake images, please. They don’t say anything about your business, your clients, or your value proposition). And be sure to lead with your value. Think "headlines" for each page, versus mere descriptions. 

5. Go mobile. "Responsive design" was the buzzword of 2013, but there are really no more excuses. Fifty-seven percent of users won’t recommend a business with a poorly designed mobile site, and 40 percent turn to a competitor’s site after a bad mobile experience, according to Equation Research & Compuware. (For start-ups, my shout-out to Squarespace above continues here: its plans come with mobile-responsive design.) 

6. Let you clients tell your story. The best B2B websites show, they don’t tell. Client testimonials and case studies are notoriously different to source and get approval for, but they’re worth the effort. They validate your claims, and they help prospective buyers imagine use cases for their own businesses - and imagine themselves as clients. 

Source: Kristin Kovner for ClickZ Marketing News and Expert Advice

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