Are You Building a B2B Website? Be Sure To Consider These Key Factors

The website is the primary source of information regarding the operations of a B2B company. It is used not only by potential clients but also by the company’s own staff, media representatives, and existing customers. Keep the following things in mind when building a B2B website.

1. Customers and their needs

For a B2B company to serve its clients effectively, it must know them and understand their needs and desires. Customer understanding can be gathered through asking, discussing, and analyzing the existing website’s analytics.

2. Purpose and goals

A B2B website can only operate effectively if it has a clearly defined purpose and objectives:

• What purposes does the website primarily serve, and how does it help users make a purchase?
• What measurable goals have been set for these purposes?

The design and implementation of the website are then carried out so that the final result best meets the chosen purposes and goals.

3. Valuable content for selected target audiences

High-quality content offers value to selected target audiences and answers their questions. Utilize the analytics of your current website in the planning process and also explore people’s search engine behavior in topics related to your business.

Also focus on the presentation and formatting of the content. You can draw inspiration from how large media outlets present various types of content.

How have we designed and implemented websites for B2B clients? Check out our references.

4. Smoot user experience (UX)

The website structure must be logical and clear so that users can quickly find the information they need.

The website must function flawlessly on all devices, including mobile phones and tablets. A responsive website adapts seamlessly for use on various devices.

Ensure that the site also loads quickly. Slow speeds hinder usability and negatively impact search engine discoverability.

5. Brand-consistent visual appearance

The visual design of the B2B website should align with the company’s brand, communicating its values and identity. In some cases, it may be worth considering a full rebranding during the website’s development to ensure that all company touchpoints reflect the same cohesive brand image.

Professional, high-quality images and graphics that support the desired message and enhance the user experience will make the website more convincing. Images can be sourced from stock photo libraries, but the highest quality and distinctiveness come from custom photos arranged with a photography studio.

6. Search engine optimization (SEO)

If a website isn’t found on Google, it practically doesn’t exist. Therefore, search engine optimization is essential for a B2B website.

It’s important to find out what keywords your potential customers use when searching for a partner. Use these keywords in the content related to your business, products, and services. Ensure that elements like the website structure, metadata, and URLs are optimized for search engines.

7. Guiding users and conversion points

Users should be guided toward the desired actions on the website. This could be contacting the company, requesting a quote, or subscribing to a newsletter. Use clear and distinct calls to action (CTAs) to guide them.

8. Data security

Continuously maintain the security of your website by using modern technologies in the implementation process and ensuring ongoing website maintenance and security updates.

Make sure the website is secured with an SSL certificate, which increases trust and protects data. Google also ranks websites with SSL certificates higher.

Communicate the privacy practices to website users. Clear privacy policies are especially important for B2B clients who value data security.

9. Integrations

B2B websites are typically part of a larger system that includes other tools, such as customer relationship management (CRM) or enterprise resource planning (ERP) systems.

Consider the website’s integrations with these systems to ensure a seamless overall experience. This enhances the functionality of the website and creates positive impacts on the company’s operations.

10. Analytics

Website analytics tools show how much, on which devices, and in what ways the website is being used. Analytics also track the achievement of the website’s goals and objectives. If the B2B company uses digital marketing solutions, these can be combined with website analytics in reports.

Boost your B2B business using data, analytics, and qualitative research. Let’s succeed together. Read more and get in touch!

11. Care

For a website to remain secure and functional, it must be maintained, updated, and continuously developed. At the very least, maintenance should be performed monthly to ensure the website’s technological relevance and security.

Successful Care ensures the operation, security, and ongoing development of your website. Explore our Care Services and get in touch!

Aapo Mäki

CEO / Senior Service Designer