8 Elements of a Successful B2B Website

By now, you know your business needs a professional website. Your business’s website is your online storefront. It’s the place for prospects to learn about what you do, how you do it, and why they need to engage you to achieve their objectives.

However, not every website is built the same way. Websites for B2B companies need a balance between function, design and storytelling to sway visitors and turn them into customers. You need to speak enough about what you do to inform your audience — yet you also want to demonstrate that you understand their struggles and are willing to listen. 

But how do you do that from a website?

8 website must-haves for B2B companies

Responsive design

If you’ve ever opened a bank’s website and seen the tiny screen you had to scroll around to find what you were looking for, this first point will resonate. Responsive design means that your website can adapt to any size screen and look good. 

Google has been prioritizing mobile experience in search rankings for a while now because more and more users conduct searches from their smartphones each year. And responsive design makes it so that no matter what device you use to surf the web, you’ll see a website that’s functional and easy to navigate. Plus, responsive websites are also generally faster than non-responsive ones, which is also a ranking factor.

What this means for you is that a website that performs well on mobile will increase your chances of ranking in top search engine results pages, aka SERPs. So bear that in mind when you decide on where to build your website.

Engaging copy

Stick around the marketing community online for long enough and you’ll hear the word copy thrown around. There’s a lot of confusion around what copy is — and isn’t —, so let’s start by clearing that up.

In marketing, copy is any content written with the intention of eliciting action from the reader. You use copy to invite users to buy, download, subscribe or enroll, for example.

There’s an age-old debate about whether design or copy matters most on your website. And the truth is that both of them combined guide your visitor through a journey. So you want your copy to be well-thought-out and crafted to address a specific concern your readers are dealing with.

There are countless frameworks for copywriting and marketing in general. But one we personally like is StoryBrand, a storytelling approach to messaging and copywriting. Check it out if you’re a fan of storytelling and curious about how to bring it into your marketing.

A blog

A blog is one of the best things you can invest in for a B2B or service-based business. 

Blogging is the perfect way to establish thought leadership, provide valuable insights, and become a trusted source of information for anyone in your space.

Plus, blogging drives traffic from platforms like your social media and emails. And when done well, it can help you rank in the top search results in your industry. 

Lead generation

Lead generation is a form of capturing prospects’ contact details by offering them something in exchange. Whitepapers, ebooks, checklists, and templates are some of the products used for lead gen, as it’s commonly known.

A common issue we see for marketing teams is creating a lead magnet that’s attractive and can lead to a sale. Your lead magnet should be something that’s valuable, relevant and fulfills its purpose so your subscriber gets a great first impression and accomplishes a win by engaging with you.

FAQs or a knowledge base

Similar to your blog but a bit more expansive, your FAQs or knowledge base is a resource for your prospects to turn to if they have doubts about your offer or want to dig deeper. 

For customers, your knowledge base serves as the first point of contact when they have an issue. Build a knowledge base by collecting frequently asked questions and easy fixes to common problems.

HubSpot makes it a breeze to create a knowledge base to help your customers DIY a solution without having to file a ticket or request assistance.

Product demos

Visitors come to your website to learn about what you do and how you can serve their needs. If you have a product (even a digital one), creating demos is the perfect way to demonstrate your capabilities and get people on board.

On the flip side, if you’re a service provider, consider using case studies or a video explaining your processes along with client testimonials to establish authority.

A clear call to action

You’d be surprised how many people don’t use calls to action on their website — or use nebulous terms for fear of being “too salesy.”

But you need to tell your readers what to do when they’re ready to buy. And make it clear what happens when they click. Replace terms like Learn More with action verbs like Shop Now or Book A Consultation so they know what to expect.

In addition, we recommend adding call-to-action buttons in several different places, like right below your hero statement, after your services, and at the bottom of your page. But specific placement may vary based on your unique design.

Easy contact

Similar to your calls to action, your website needs to display your contact information so that anyone can get in touch with you when they’re ready.

We prefer using submission forms that require some type of verification to prevent spam, as listing your email or phone number can expose you to some security risks.

HubSpot’s features allow you to connect with users in their preferred format, be it a chatbot, a contact form, or emails, so you stay on top of your clients’ needs with ease.

Are you ready to start generating leads from your website? Download now: Lead Acquisition: How to grow your customer base by attracting & converting leads.