How to build a B2B Website – A Step-by-Step Process
Today, the buyers have evolved and they believe in extensive research and exploring multiple options before making a buying decision. Even after meeting your sales reps in person, they seek digital channels as their purchase motivation.
This includes going through websites, searching for the best options, and making easy yet safe online payments. Thus, their buying process highly depends on your website design and its usability.
Websites are no longer seen as brochures used to broadcast your products. Instead, a website should be capable of converting visitors into customers by engaging and offering them a smooth experience. Such websites are built on the following 6 steps mentioned below –
Step 1: Invite customers to engage (at their terms!)
Have your company ever asked this question –
“Who are our customers? What are their expectations from our website?”
The curiosity behind this question should be apparent on your website. Your customers should get a chance to reflect on who they really are and what they really want.
Unfortunately, most of the B2B websites are focused on the sellers and their part of the story. These websites are filled with who they are and what they do. This implies a self-centered approach that is disengaging for the customers.
If a company keeps talking only about themselves without giving a voice to the customers, the customers are forced to question themselves – “Does this company even care?” This is the worst mistake a B2B website can ever commit.
Thus, give your customers a chance to engage on their own terms. Invite them to engage in conversations and know who they are to customize the user experience. You can implement this behavior in simple steps –
● Before your customers start exploring through your website, ask them about their business type and size to offer personalization.
● Give them a chance to dictate their purpose of visiting your website by giving relevant options to choose from.
Step 2: Research. Research & Research
The journey of a new successful website starts from the data of the previous version of your website. Research about the smallest to the biggest details and put the information into use in your new website.
Begin with the data obtained from Google Analytics and Search Console.
The main work of Google Analytics in this case is to identify the pages with the highest and the lowest traffic. Include the data from the highest traffic in the sitemap of your new website. Also, take a cue from these pages and posts to create similar content in the future. Now, take a look at the pages with the lowest traffic and exclude them from your updated website.
Before excluding these pages, take a closer look at why these pages are receiving low traffic. Is it because of poor SEO? Is it because of navigation? Is it because the page is truly useless to the visitors?
On the other hand, Search Console will help you find and solve technical problems. These include issues like crawl errors, spam actions, inaccurate and missing sitemaps. These issues can also hamper the process of receiving accurate data from Google Analytics. Make sure to take notice of these issues and resolve them in the new user-friendly website.
Step 3: Build a clear & concise Value Proposition
A website designing is not complete without a clear and concise value proposition. A website should be able to effectively showcase the real value of the service offerings and the brand that the company is willing to create. The messaging should be genuine and customized to resonate with the buyer.
The secret behind offering a value proposition lies in showing what you are best at, who you aim to help, and how you can help them along with developing trust amidst your customers.
This helps in building a connection between the visitors and the company. As we all know, the top businesses are based on trust. Value Proposition makes the visitors trust you from the very beginning and it keeps increasing as they continue to explore the website. The idea for building an effective value proposition is to be very clear about your capabilities.
The role of value proposition is not limited to building trust and creating bonds between the customer and the company. Instead, it is also required and proven to be helpful in your homepage design, sitemap, and keyword strategy. Not only that it also plays a role in planning improvements, copywriting, and analyzing overall performance.
Step 4: Pitch your solution in your customer’s language
The best B2B websites not only give their customers a conversation on their own terms, but they also pitch their business solution in their customer’s language. But the real deal is to recognize your customer’s language.
Firstly, make an effort to know what are the business objectives for the fulfillment of which your customers are looking forward to your website. Take the outcome into consideration, transform your website with customer-oriented language and offer your business solutions in your customer’s language.
This way, your customers feel connected to the website which results in developing a connection with your brand. Also, they don’t feel the need to translate your solutions as it’s in their own language.
The objective of your website should be to convert visitors into customers. With innumerable B2B companies and websites present online, your website should stand out by providing a never-before experience. Thus, identify your customers’ weak points, strengths, purposes to navigate your website, craft solutions they are seeking, and draft your copy in a language that resonates with the customer.
RELATED POST: How to make a highly convertible sales video pitch
Step 5: Craft a stellar buyer’s journey
A website should have relevant content for each stage of a buyer’s journey. When customers visit your website, they obviously want to know the important details of the company’s services and products.
Customers stay at your page for a very limited period of time due to divided attention. So, if you cut slack on your website copy and add fluff, you are sure to lose customers at the very first stage.
Your sitemap should be designed according to the buyer’s decision process. The kind of key pages should depend on the type of business. For instance, professional services should include homepage, services, consultation offers, and others.
Other than that, it is advised to include the following key pages in your website – Terms and Conditions, Blog and Blog Posts, Privacy, Thank you pages, Landing pages, and others. For a SaaS website, you can also include demo and pricing options.
Step 6: Provide multiple conversion points throughout the site
A successful website should convert anonymous visitors into customers and opportunities. If not, it’s already a failure and it certainly could not find the hack to “conversion”.
Conversion points make it easy for the customers to reach out to you and accelerate their purchase decision. If you lack the required conversion points and have only the “Contact Me” page as a means for your customers to reach you, you need to change that as soon as possible.
First of all, most of the customers don’t like wasting their time going from one page to another. In such cases, a separate “Contact Me” page fails to keep them engaged. Secondly, conversion points such as “Book a demo”, “Request Pricing” and others are reported and proved to generate way more leads than the former.
All you have to do is to be specific about where you need to place the conversion points or CTAs as it’s called and be very clear about what it offers to the customer. Add CTAs in places where the customer is most likely to see them. You can also include contact footer forms to further accelerate the process.
Over to you…
A website is your way to increase sales and improve revenue, it’s not a brochure anymore. The visitors should like to spend time at your website, they should like to navigate and find it easy to make orders or to contact you.
Focus on the language and design of the website to suit your customer’s needs. But if you feel all this is getting too much to streamline, contact an expert B2B sales and marketing consulting firm and seek a foolproof strategy on how to go about it. The long-term results will definitely be worth the investment.
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and we will take up from there.