7 Steps to Create a Winning B2B Website Strategy in 2024
A B2B website is more than just a digital brochure. It’s a powerful marketing tool that can help you attract, engage, and convert your ideal customers. But how do you create a B2B website that stands out from the crowd and delivers results? Here are seven steps to follow:
Key Takeaways
A B2B website is a powerful marketing tool that can help you attract, engage, and convert your ideal customers.
A B2B website strategy helps you define your target audience, optimize your website for search engines and users, create valuable content that educates and persuades your prospects, build trust and authority in your niche, and generate more traffic, leads, and sales.
You can create a B2B website strategy by following these seven steps: 1) Define your decision maker persona, 2) Choose your bottom of the funnel keywords, 3) Find top of the funnel topics, 4) Optimize your product and services pages, 5) Create an insanely valuable B2B blog, 6) Build backlinks for your B2B website, and 7) Redefine your targets and measure your results.
1. Define your decision maker persona
Before you start designing your website, you need to know who you’re targeting. A decision maker persona is a semi-fictional representation of your ideal customer, based on market research and data. It helps you understand their goals, challenges, pain points, and preferences, so you can tailor your website content and design to their needs.
2. Choose your bottom of the funnel keywords
Keywords are the words and phrases that your potential customers use to search for your products or services online. You need to optimize your website for the keywords that match your buyer’s intent at the bottom of the funnel, when they’re ready to make a purchase decision. These are usually specific, long-tail keywords that indicate high interest and low competition, such as “b2b website strategy services” or “best b2b website design agency”.
3. Find top of the funnel topics
Besides optimizing your website for bottom of the funnel keywords, you also need to create content that attracts and educates your prospects at the top of the funnel, when they’re still researching their problem and looking for solutions. These are usually broader, informational topics that answer common questions or provide valuable insights, such as “how to create a b2b website strategy” or “b2b website design best practices”.
4. Optimize your product and services pages
Your product and services pages are the core of your B2B website, as they showcase what you offer and how you can help your customers solve their problems. You need to optimize these pages for both search engines and users, by using clear and compelling headlines, subheadings, bullet points, images, videos, testimonials, case studies, and calls-to-action.
5. Create an insanely valuable B2B blog
A B2B blog is one of the most effective ways to generate traffic, leads, and authority for your B2B website. It allows you to publish fresh and relevant content on a regular basis, covering topics that interest your target audience and demonstrate your expertise. A B2B blog also helps you build trust and credibility, as well as nurture relationships with your prospects and customers.
6. Build backlinks for your B2B website
Backlinks are links from other websites that point to your website. They are one of the most important ranking factors for SEO, as they signal to Google that your website is trustworthy and authoritative. You can build backlinks for your B2B website by creating high-quality content that others want to link to, reaching out to relevant websites in your niche, guest posting on reputable blogs, participating in online forums and communities, and using social media to promote your content.
7. Redefine your targets and measure your results
A B2B website strategy is not a one-time project, but an ongoing process that requires constant evaluation and improvement. You need to set SMART (specific, measurable, achievable, relevant, and time-bound) goals for your B2B website performance, such as traffic, conversions, leads, sales, etc., and track them using tools like Google Analytics or HubSpot. You also need to analyze your data and feedback regularly, and make adjustments to your strategy accordingly.
Tips
- A B2B website should be relevant, mobile responsive, and user-friendly.
- A B2B website should include clear calls-to-action that direct people to act e.g. request a quote, schedule a demo, download a white paper.
- A B2B website should feature up-to-date testimonials and case studies that showcase your results and credibility.
- A B2B website should provide up-to-date and engaging content that answers your audience’s questions and challenges.
- A B2B website should leverage social media marketing to increase your reach and engagement.
B2B Website Strategy: A Statistical Report
B2B website strategy is a crucial component of any successful business-to-business marketing plan. A website is not only a source of information and communication, but also a powerful lead generation and conversion tool. In this report, we will examine some of the latest statistics and trends on how B2B buyers use websites to research and purchase products and services, and how B2B marketers can optimize their websites to meet the changing needs and expectations of their target audience.
How B2B Buyers Use Websites
According to a study by Google, 46% of B2B researchers are millennials, or between the ages of 18-34 . This means that B2B buyers are increasingly tech-savvy, mobile, and social. They use multiple devices and channels to access information, compare options, and make decisions. They also expect a seamless and personalized user experience across all touchpoints.
Some of the key statistics on how B2B buyers use websites are:
- 57% of the purchase process is complete before B2B buyers contact a company
- 70% of business buyers find content directly on the vendor’s website
- Over 70% of business buyers watch videos to complete their product research
- 81% of non-executive B2B employees have a say in company purchase decisions
These statistics show that B2B buyers rely heavily on websites to educate themselves, evaluate alternatives, and influence others in their organization. Therefore, B2B marketers need to ensure that their websites provide relevant, engaging, and trustworthy content that addresses the buyer’s pain points, challenges, and goals at every stage of the buyer’s journey.
How B2B Marketers Can Optimize Their Websites
To optimize their websites for B2B buyers, marketers need to adopt a customer-centric approach that focuses on delivering value, building trust, and creating differentiation. Some of the best practices for B2B website optimization are:
- Conducting user research to understand the buyer’s persona, behavior, preferences, and needs
- Developing a clear value proposition that communicates the benefits and outcomes of the product or service
- Creating a user-friendly website design that is responsive, fast, easy to navigate, and visually appealing
- Producing high-quality content that is informative, engaging, and persuasive
- Incorporating multimedia elements such as videos, images, infographics, podcasts, and webinars
- Implementing SEO strategies to improve the website’s visibility and ranking on search engines
- Leveraging social proof such as testimonials, reviews, case studies, awards, and certifications
- Providing clear and compelling calls-to-action that guide the buyer to the next step
- Personalizing the website content and experience based on the buyer’s profile, behavior, and intent
- Measuring and analyzing the website performance and user feedback to identify areas of improvement
B2B website strategy is a vital part of any B2B marketing plan. It can help attract, engage, and convert potential customers into loyal clients. To succeed in today’s competitive and dynamic market, B2B marketers need to keep up with the latest statistics and trends on how B2B buyers use websites, and optimize their websites accordingly. By doing so, they can create a lasting impression on their target audience, differentiate themselves from their competitors, and grow their business.
Frequently Asked Questions:
Q1: What is a B2B website?
A: A B2B website is a website that serves businesses that offer products or services to other businesses or organizations.
Q2: Why is a B2B website strategy important?
A: A B2B website strategy is important because it helps you define your target audience, optimize your website for search engines and users, create valuable content that educates and persuades your prospects, build trust and authority in your niche, and generate more traffic, leads, and sales.
Q3: How do I create a B2B website strategy?
A: You can create a B2B website strategy by following these seven steps: 1) Define your decision maker persona, 2) Choose your bottom of the funnel keywords, 3) Find top of the funnel topics, 4) Optimize your product and services pages, 5) Create an insanely valuable B2B blog, 6) Build backlinks for your B2B website, and 7) Redefine your targets and measure your results.
Q4: What are some examples of B2B websites?
A: Some examples of B2B websites are HubSpot, Salesforce, Slack, Shopify, and Zoom.
Q5: How do I measure the success of my B2B website strategy?
A: You can measure the success of your B2B website strategy by setting SMART goals and tracking key metrics such as traffic, conversions, leads, sales, bounce rate, time on page, etc., using tools like Google Analytics or HubSpot.
References:
https://www.infosys.com/about/knowledge-institute/insights/Documents/future-customer-engagement.pdf
https://archive.org/details/ecommerceformula00plan/page/26
https://www.thinkwithgoogle.com/marketing-strategies/b2b/the-changing-face-of-b2b-marketing/
https://www.webfx.com/blog/marketing/b2b-marketing-statistics/
https://99firms.com/blog/b2b-marketing-statistics/
https://hingemarketing.com/blog/story/b2b-website-strategy-best-practices-for-user-experience
https://blog.hubspot.com/marketing/b2b-marketing
https://digitalmarketinginstitute.com/blog/6-of-the-best-digital-marketing-strategies-for-b2b-business-corporate
https://backlinko.com/seo-for-b2b
Essential Topics You Should Be Familiar With:
