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How to Develop a B2B Website That Actually Works
ThadDec 11, 20153 min read

How to Develop a B2B Website That Actually Works

When it comes to creating a successful B2B digital marketing strategy, your website act as the hub for all marketing efforts. It's vital for the website to create an inviting presence that effectively meets the needs of your visitors. At the same time, it should create favorability and ultimately generate leads for your business. In any case, a growing number of businesses are focusing more attention to their websites. According to 2012 RWS/US research data, an increasing number of businesses are focusing on B2B web development and websites. While there are several elements of an effective B2B website, the following information explains five of the most essential features.

1. Bold Visuals and Copy

Just because it's a B2B site doesn't mean it has to be boring. The most attractive and lucrative B2B sites treat visitors much like consumers with their tone and visuals. Instead of long laborious pages of text, you can make your site significantly more engaging with vivid, bold visuals. This strategy can breath new life into your brand, which will be a welcomed change from the bland and dated B2B website standard. However, it's important to make sure all of your visuals and images communicate something about your brand, business, value proposition, or client industry. At the same time, you should always lead with your value, instead of repetitive descriptions.

2. Keep it Simple and Easy to Use

Since no one likes to work to make a purchase, your website must be as easy as possible to use. The best B2B websites have well thought out navigation that simplifies moving through the site. On the other hand, bad navigation results in reduced traffic and a high bounce rate. It's best to utilize well-known navigation and tested design patterns to ensure visitors and customers can easily and quickly find whey they are looking for. In any case, clear navigation helps facilitate quick access to the most critical information on your site.

3. Go Mobile and Get Responsive

According to the Pew Research Center's Internet & American Life Project, a staggering 91% of adults own cell phones and do much more than call. In particular, consumers and business owners use their mobile phones to shop and make purchases. While there are multiple options for designing a mobile B2B website, responsive design is generally the best approach. You want a fluid experience built to display properly on virtually any device of any size, which (if designed properly) guarantees an excellent user experience. The user experience is vital because 57% of users will not recommend a business with a poorly designed mobile site according to Equation Research and Compuware. Even worse, 40% of users will quickly turn back to a web search and end up on the competition's website following a bad mobile user experience.

4. Fresh Content Is King

The biggest, and most often overlooked part of any B2B website is the content. Your content marketing strategy governs what you say, when you say it, and how you say it. Most importantly, it governs your entire selection of keywords. In addition to satisfying Google's freshness factor, B2B websites with frequent updates are more likely to be subscribed to, such as blog and news pages. In any case, fresh content ensures your visitors and customers keep coming back for more.

5. Search Engine Optimization

It's imperative to implement the many elements of search engine optimization (SEO) into the development of the B2B website. While content marketing may be the key to superior search visibility, on page SEO ensures your website is optimized in a way that makes sense to search engines. This means the meta tags, navigation, banners, customer testimonials, and calls to action must all be optimized for search engine visibility.

Design and Develop A Website That Actually Works By Driving Traffic and Generating Leads

Follow these guidelines, and you will soon have a great website that generates traffic, leads, and sales. But don’t stop there. A website never truly stops growing. Keep learning and stay tuned for more updates from your favorite digital marketing agency.

If you want more website redesign must-haves that will generate leads and improve sales download our eBook, 26 Website Redesign Must-Haves for Driving Traffic, Leads, and Sales.


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Co-founder & CEO at TANK New Media