Yes, every business should have a website. Yes, even B2B (business-to-business) organisations. What we always forget is that, at the end of the day, it’s individuals in businesses making the purchase decisions. And how do individuals research their purchases these days? Online. This means that having a strong online presence is as important for a B2B organisation as it is for a B2C organisation! And since we never like to do things by half measures, what should a great B2B website look like?
3 characteristics of a great B2B website
1. It complements the organisation’s profile, people and processes
A great B2B website is consistent with the organisation’s brand – from its look and feel to its personality. If someone finds your business online, then interacts with one of your sales people on the phone and follows with a visit to your business premises; each of these experiences should be conveying the same thing. Interactions with the website, brand profile, people and processes of the organisation should be working together toward a common goal. Too often B2B websites are just slapped together with little consideration about whether or not it complements the profile, people and processes of an organisation. We say that if you’re going to take the time to put up a website then do it properly, i.e. make sure it accurately represents your B2B organisation.
2. It focusses on the customer, not the organisation
Most B2B websites are quite self-centred in that they simply talk about themselves. Rather than just having an “About Us” and “Our Products/Services” page, why not try engaging with your customer a little bit more? Invite your customers to talk about themselves. It’s a well-known fact that people like others who listen to their problems. Make an effort to discover who your customer is and what issues they need to solve. What does this practically look like? Start with asking a few more questions about your customer on your “Contact Us” form. That way your response can be better tailored to suit specific customer needs. You can also go as far as customising your actual website according to customer characteristics, which they have to select before entering the site. For example, are you looking for A or B or C? The more you can find out about your customer and their needs, the greater your B2B website will be.
Whatever you do, make sure your website is in a language that your customer can understand. Sometimes B2B organisations are stuck in a bubble and become too familiar with their own terminology that they don’t see things from the customer’s perspective. Put yourself in the customer’s shoes and they will feel more understood and valued.
3. It’s dynamic rather than static
Too many B2B organisations are guilty of just plonking information onto their website and forgetting about it. You’ll hear management and employees say, “We need to update our website at some point.” But a great B2B website always has fresh, relevant, up-to-date content that customers will find valuable. Something to seriously consider doing as a B2B organisation is starting a blog, which will form part of your content marketing. This can act as a platform for you to demonstrate your knowledge and expertise in the area you are operating in.
These are just three characteristics of a great B2B website. If you’re looking to build a new website for your B2B organisation then give us a call and we can discuss what that will look like for you.