7 Mistakes Your B2B Website Is Making    

Often, startups are focused on launching their business more than they are on how that business looks. For this reason, many B2B websites are not as polished as they should be. A recent B2B marketing study found that 57{735f2e4b65c3f1982e3012daf49d8651419bebdced28f8d40dc0564cadc91c3b} of buyers are already more than halfway through the customer journey before they ever talk to a representative. That means your website is doing most of the initial work for you, which also means that your site needs to communicate clearly with your potential customers.

 

A B2B website is slightly different from a B2C website. The navigation, language and even pages are geared towards professional decision-makers rather than casual shoppers. People researching your product or service have the knowledge base needed to understand your product or service, and your website needs to acknowledge this and provide the right motivation.

So let’s take a look at what some of the most common mistakes found on B2B websites.

Not Securing Your Website

There are more than 53,000 cybersecurity events around the globe each year. If your website is not secure, you put your customers’ personal information at risk. If you have a breach, you might not only lose the sale but respect too. At a minimum, install firewalls and protect the information you do collect. You should also understand any privacy or security regulations for the region/s in which you are operating, such as the GDPR in the EU.

Poor Navigation

Your navigation structure is what visitors use to acclimate themselves to your website. Most people are familiar with the main two or three navigation models, and your site should not deviate from trending styles. A strong navigational hierarchy will reach across every page of your site and drive the user from one location to the next.

Lack of Buyer Journey Focus

It’s vital to know where your customers are in the process of the buyer’s journey when they land on your page. If they’ve engaged with your social media, or researched your products or services on YouTube, or if they’re just hearing about your brand for the first time, you should create different landing pages to accommodate the needs of different levels of buyers. Use cookies to track where they are in the process and offer information that’s pertinent to each individual user.

Not Knowing Your UVP

You need to communicate your brand’s unique value proposition (UVP). It is important that you share with your prospective clients why your brand is unique, what is so valuable about your product or service. Your UVP should be part of your brand, it should be bold and obvious. It is what will engage the potential customer. Without it, you are just another B2B website in a sea of millions.

Too Much Corporate Speak

Share your industry news, progress or research and development with your clients using the language of your industry, but be aware that there is too much jargon. Readers will not engage if the content is too heavy.

No Focus

You need to have a goal in mind for when your client lands on your website. Do you want them to research your product or service? Do you want them to click on a CTA? Do you want them to remember your brand? You need to guide your audience towards the goals you have for them.

Ignoring Mobile

There are approximately 4.78 billion mobile phone users. People use their smartphones as they would a PC or laptop. Your website needs to not only be accessible by mobile phone but also should be compatible, track your audience through devices and offer a seamless experience. Businesses who have not thought about the mobile experience are likely to miss out on opportunities.

Style Guide

Creating a style guide for your business is vital to the consistency and voice of your brand. It means that you use consistent font types, colours, layouts and language. The choices that you make in terms of language and style will underpin your brand and give it a personality. It is important that you create a style guide to work from so that all people, from your site designer to your content creator can adhere to a singular standard.

 

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