The website is an essential part of a B2B demand generation strategy. However, in most cases it is one of the most neglected aspects. Many B2B companies maintain websites as online brochures instead of understanding the web as a 24/7 sales channel. That is why B2B website we have put together 11 practices and some tips to make your website stand out and get better conversion and lead generation results. Let’s get started!
1: Declare value from the beginning
The website, as a seller, makes it very clear from the beginning to the visitor what the company’s value proposition is, what it does and what it can do for them as a customer.
In just 5 seconds, the website must make it clear where its value contribution lies.
Chanty
Chanty makes its value proposition clear from the start: its product makes its customers’ day as if it had 3 more hours.
2: Provide a differentiated mobile experience
Are desktop users looking for the same thing as mobile users? Nope.
On mobile, users are looking for something specific, usually a phone number to contact us. So, it’s important to understand this and create content tailored to this need. One way to do this is to research in Google Analytics which sections of our site are most visited by mobile users.
Evernote
Evernote is a good example of a clean, easy-to-navigate design with large Call to Action buttons, ideal for mobile users.
3: Make it very clear what you have achieved and with whom
Our prospects always want to know one thing: What problems do you solve and who have you worked with before? They have a radar for logos of companies recognized by our clients. However, the bad thing is that it is quite common for B2B companies to fill their websites with logos and that is no longer enough: we must generate concrete cases that clearly demonstrate what we have achieved by working with those accounts.
GE
Marketo tells us how GE made $600M implementing its platform.
4: Create customer-centric copy
Writing copies from the user’s perspective and conveying how their business processes would improve with our product or service helps to generate empathy from the beginning and to stand out from the typical commercial message that only cares about “shoving” a product in the customer’s eyes without explaining the value it can bring.
Creating customer-focused copy is the difference between saying, “We sell travel packages” and saying, “We sell buy telemarketing data unforgettable moments,” or saying, “We offer professional courier services” and saying, “We make sure your envelopes arrive on time.”
5: Use close, human and real images
In the process of what is programmatic marketing? creating a “perception” in the mind of your prospect, the image plays a role snbd host that is both subtle and decisive. The photos you use and the emotional reaction they generate in your potential client will make the difference in their initial perception of your company.
Globant
Globant, with its selection of images on its website, shows itself to be a fresh company that keeps up with industry trends.
6: Easily “scannable” texts
Writing well for the web involves understanding. How the brain of today’s user works (trained or adapted. To the digital environment) and delivering information in the way they want and need it. The online prospect “does not read. Linearly” as they would when faced with a newspaper or magazine, but rather “scans” the information using keywords that resonate in their mind.
The goal of our website should be to get B2B website our prospect’s brain to find those phrases that they have in mind, by arranging the text in a list format, with prominent typography and content that clearly tells the client who you are, what you do, and how you can solve their problem.
Dropbox
Dropbox Business shows that a little well-designed text is more than enough to convey our message and capture interest.
7: Present a compelling “Who we are”
The “About” section is the most visited section on B2B websites. So it is worth putting a lot of care into preparing it. A compelling about page stands out, leaves no doubt about the value proposition and conveys great confidence.