How To Evaluate Your B2B Website

Your website is usually your first point of contact for your potential clients. It needs to fulfil some basic expectations to keep visitors interested. Knowing what your customers actually want from your website can be difficult, so we’ve created a list to help you ensure that you are providing the right elements to attract your core audience and secure leads.

Buyers won’t give you a chance without legitimate identification

Buyers will judge your company’s credibility from their first impressions of your website. However, this is not as difficult as it sounds. You need to provide the ABC’s right away. This includes:

  • About- an updated About section or company information
  • Business – a summary of the products and services your business offers
  • Contacts – complete contact information

Improve your credibility

  • Design your website page templates with a built-in header and footer to feature your company’s physical address, contact information, quick links to your products and services page, and a summary of your About section.
  • Avoid using stock images. Hire a professional photographer to do headshots for your about page. Use images of your employees, or products or services in action to improve your website.

Buyers want to see the basics before making contact

While video tutorials, visual depictions, and audio descriptions are valuable tools for strengthening the relationship with buyers of different learning styles, this does not motivate a buyer to make contact with your business.

Research indicates that buyers who are leaning towards contacting you for a quote will make their decision based on whether you have supplied them with:

  • Product pricing
  • Product reviews
  • Lead/ship times
  • Technical support details

Improve your credibility

  • Make your content calendar a priority. Not every buyer who visits your website will be ready to speak to a sales representative right away. However, by fast-tracking content assets that buyers require before taking the step you can help secure these leads.
  • Add pricing information to your website so that buyers have a basis for comparison.
  • Don’t assume that your prospects and customers are technically fluent. Data shows that providing your customers with jargon-free content and direct access to technical support from your website helps you to build credibility and trust with prospects.

Blogging and Social Media attracts casual followers

B2B buyers have indicated that they are more likely to buy from vendors who offer educational content beyond a weekly blog and social posts.

An effective content marketing strategy relies on a wide range of assets.

Improve your Credibility

Apply the scientific method to your content creation process: Research, Test, Improve, Test, Repeat.

  • Research your users’ content preferences. You can do this by interviewing your existing customers, sending them a survey, and evaluating your website’s user analytics to identify high and poor performing content assets.
  • Test your assumptions. Create a content asset according to your research findings, and then measure the results based on reader response.
  • Improve your performance by conducting an A/B test. Focus on one element at a time, (e.g. content format, title, marketing channel) and create multiple versions of the same offer to test the impact of the variable.

Websites filled with distractions do not inspire trust

B2B buyers have little patience for features that waste their time. Clarity of communication in your visual and written content is important. If your site is too complicated or ambiguous buyers will not spend time trying to understand your business.

Website elements that turn potential buyers away include:

  • Lack of contact information.
  • Intrusive live chat features.
  • Animated ads.
  • Popups.
  • Poor design or navigation.
  • Video or audio that plays automatically.
  • Failure to clearly communicate what the company does.

Improve your Credibility

Growth-driven Design (GDD), as opposed to traditional web design which is driven by company marketing, is user-focused from beginning to end.

The GDD design cycle includes: 

  • User research (identifying the drivers, barriers, and hooks at work on your website).
  • Implementation of research.
  • Measurement of results to deliver continuous improvement of user experience and conversion rates.

Buyers will make contact if the website passes the cost vs. value test.

Buyer contact information is a valuable commodity that you need to earn. Excessive form fields, invasive questions, and automatic email subscription are all elements that turn buyers away.

Improve your credibility

Research shows that buyers are willing to complete CTA forms when they meet the following criteria:

  • Your forms pass the credibility test. The slightest error in copy or oddity in design could deter buyers from completing a form. Your forms need to be professional. By following conversion optimisation best practices on your landing pages, then user testing you can identify issues.
  • Clear and accurate expectations. Tell your buyer what you are offering, such as a free demo or a quote. Buyers’ past experiences of waiting for a response makes them hesitant to submit CTA forms. Write your landing page copy clearly stating what buyers can expect once they’ve clicked that submit buttons, such as saying that they will be contacted by a member of your technical support team, sales team, or the business owner. Also, inform them of when they can expect to hear from you.
  • A worthy trade. If you are form-gating your content, the asset on offer needs to be a value-add for your buyer. EBooks, spec sheets and product descriptions that promote your business should always be offered without strings.

Buyers leave and return to your website multiple times

A prolonged and well-considered decision-making journey is typical of the B2B buyer cycle. Buyers are likely to visit your website up to 5 times before choosing to get in touch.

As traffic navigates your website, they are evaluating your products and solutions, researching your ratings, and looking at testimonials and reviews to compare you with other similar solutions. What they find out about your company will determine if they return to your website and if you are trustworthy enough to approach for a quote.

Improve your Credibility

Build Credibility and Comparison portfolio for your buyers.

Content assets to distribute in this workflow could include:

  • Charts and checklists that help your buyers compare you to your competitors.
  • Case studies of how you have helped other B2B buyers answer their questions.
  • Credibility by association. If any of your customers have reviewed your business on an external site you can share the review in an email that shares links to existing reviews with your buyers. You can also set up a Google Alert to pick up on any new mentions of your company online.

A Mobile-friendly website matters

Busy buyers are researching on multiple devices, and they need to be able to access your site as easily on a smartphone as they do on a laptop.

Improve your Credibility

Your website needs to be accessible across devices. It is not a question. If your site is not working effectively on a tablet, your buyer will not return to your website. They do not have time to waste on trying to research your business if you won’t spend the time to provide them with easy access.