The Top 10 Website Features For B2B Brands

Everybody knows how important a quality website is. And for B2B brands, which typically have higher paying clients with highly specific needs, a good website is even more essential. 

Today we are covering ten of the most important website features for B2B brands. This will help you create a pleasant website experience that turns B2B leads into paying customers.

10 Important Website Features For B2B Brands

1) Compelling Value Proposition

Why should somebody on your website care about your organization? What can you do for them? This is your unique value proposition, and it is typically your most powerful technique for getting somebody to stay on your website. Try to communicate it immediately. When a visitor lands on your homepage, they should instantly understand what you offer, who you serve, and how you stand out.

2) User-Friendly Navigation

Nobody wants to spend time on a website that is frustrating to use. Out of all of the website features for B2B brands that you can prioritize, a quality user experience is one of the most important. Indeed, this is especially important in B2B, because potential clients will often come looking for specific details on your site. Be sure that you implement user-friendly navigation: it makes it easy for people to find exactly what they are looking for. This all comes down to quality web design.

3) Quality Content

Good content marketing for B2B companies is essential. It not only educates prospects and builds trust, but helps move potential customers more quickly through the sales funnel. Your website is the natural place to highlight this content. Provide a mix (blog posts, industry reports, whitepapers, etc.), but also be sure that it’s easy to access. This can either be through a dedicated “Resources” section or prominently displayed on the homepage.

4) Case Studies

Now that we just mentioned content, it’s important to highlight the most important content to invest in: case studies. You know how important trust is in B2B relationships. And one of the best ways to build it? A quality case study (or several). Your website is a great place to showcase satisfied clients you have worked with and successful projects that are part of your portfolio. Be sure to use real statistics and concrete outcomes to highlight your successes. This all reinforces your brand’s professionalism and is a great example of social proof.

5) Clear Calls-To-Action (CTAs)

Whether it’s a landing page or homepage, effective calls-to-action are a must. This is especially true in B2B sales. That’s because multiple touchpoints are typically needed before a conversion.  When it comes to CTA’s, every page on your website should have one. They should also be clear, direct, and visually distinct. As for what you ask people to do? This can be anything from downloading a whitepaper, to signing up for a demo, to contacting your sales team.

6) Lead Capture Forms

Lead generation is one of the biggest purposes of your website. But if you are going to turn people into leads, the forms you use to collect their information need to be optimized. Focus on gathering only the most essential details. This will drive up your conversion rate. You should also invest in quality lead magnets. For B2B leads, ebooks or whitepapers on specific topics can be extremely valuable.

7) Mobile Responsiveness

It’s important to take mobile responsiveness seriously. Even though B2B clients are often on desktops or tablets, more and more people are using mobile devices. This makes it essential that your website functions and looks great no matter how people are accessing it. Knowing where to start can feel overwhelming; be sure to look up useful guides to the topic.

8) Live Chat

B2B clients will often have highly specific questions that can’t easily be answered by a chatbot. This is why it’s important to at least consider investing in live chat. Adding live chat functionality enables you to answer questions instantly (assuming somebody is available to chat). This more easily guides customers through the decision-making process. While this is always good for business, it’s especially useful for B2B brands that offer more complex products or services. Check out the best tools for live chat for more information.

9) Search Engine Optimization (SEO)

Search engine optimization is less a website feature for B2B brands, and more a general consideration. Even in the age of AI, SEO continues to be important. This is true for both the content you make as well as your onsite SEO. Make sure each of your pages is optimized with on-page SEO elements. These include things like title tags, meta descriptions and headings. And if you don’t have the time to do it yourself – try hiring some help!

10) Reliable Analytics

If you want a B2B website that contributes to your overall business goals, analytics are essential. Only then can you answer with certainty how exactly your site visitors interact with your website. This lets you see what’s working, what isn’t, and the pages that likely need something changed. Consider tools like Google Analytics. This will help you track metrics like page views and bounce rates. You might also use heatmaps for additional insight into how people navigate through your site. The purpose, of course, is to match your website as closely as possible to how people actually use it.

…

Are you an enterprise, nonprofit or small business looking for help on your website? Give us a shout! We provide a free consultation. Email us at [email protected] or call us at (718) 855-1919!