B2B websites: optimise your website to sell to other companies
Even if you don't sell your products and services online, the website is the main showcase for any B2B industrial company.
If you want to turn your B2B website into a tool for attracting customers and generating sales, you need to keep your customers in mind and provide them with useful content through a simple and fast interface 100% adapted to their needs.
Beyond channels such as social networks or advertising, the website has to be the centre of your company's communication and its base of commercial operations. Here’s how.
The website in the digital marketing strategy of B2B companies
Attract visitors through SEO
If your B2B website is correctly positioned with the right keywords in search engines, this can become an inexhaustible source of organic traffic. However, although you don’t have to pay for organic traffic, it does require a significant effort in SEO or Search Engine Optimisation.
Here some of the keys are:
- Use of the main keywords in strategic places on the page, such as the URL, H1 and H2 titles, links...
- An internal linking strategy that reinforces the positioning of the key sections of the website.
- A responsive design optimised for viewing on mobile devices.
- A fast loading speed.
Qualified lead generation
Getting a large volume of traffic and attracting many visits to the website can’t be a goal in itself. The objective should always be to convert anonymous users into high quality leads. That is: users who are as similar as possible to your buyer persona and leave some contact information that allows you to maintain an ongoing relationship with them.
The most typical at first is email, but it is important to develop a lead nurturing strategy that lets you to know more and more details of the potential customer and make them move along the conversion funnel to bring them closer and closer to the purchase decision.
To get these leads you can implement various strategies and tools on your B2B website:
- Subscription to the company newsletter.
- Contact form.
- Training webinars.
- Other lead magnets, such as ebooks or success stories.
When you start to get leads, you will probably need to integrate some marketing automation software into your B2B website. This will allow you to get the most out of your relationship with them on a commercial level.
Creating valuable content for B2B websites
A large part of lead generation strategies use valuable content as a hook that B2B companies must generate to attract their buyer persona.
The corporate blog is nowadays practically essential not only to create content that positions the company as an expert in the consumer’s mind, but also as part of the SEO strategy. Through search engine positioning using the keywords that professionals use when they search for your products and services, the number of leads will gradually increase and you will generate more business opportunities. To do this, it is necessary to carry out a good keyword study.
But not all the content strategy should be focused on the blog. Infographics, market studies, ebooks, white papers, webinars... Content is the king in any format, because it increases the time the user spends on the page, encourages conversions and the dissemination of links on social media.
Measure user behaviour
To know if the marketing strategies you implement on your B2B website are working, you will need some tools that measure user behaviour.
Here are the three essential ones from Google, all of which are free. To use them you will have to enter their code in the programming of the page.
Measures user behaviour inside the website: how do they arrive, how long they spend on it, what their favourite content is, what route they take through the site's architecture, where they connect from...
Google Search Console
Provides detailed information on how the page appears in the Google search engine: how many users arrive through SEO, what keywords they use, how the Google spider evaluates the content of the website...
Google Ads Remarketing
This is the code that allows you to re-engage potential customers once they have left your website. Thanks to it you can include your visitors in remarketing lists and create specific advertising campaigns for them, personalised with the products or services they have already shown interest in. That is, the famous ads that "chase" you as you browse from page to page.
If you need help to implement all these practices, at BCM Marketing we are specialists in digital marketing for B2B companies.