B2B Website Guide: How to Use Your Digital Presence to Generate Qualified Leads

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In fact, the quality of B2B websites has a direct relationship with the success and positioning of this type of organizations .

Even if your clients are other companies, you need to guarantee a solid experience on your site and project a professional, modern and effective image. Only in this way will you present yourself as a viable and attractive market alternative.

To help you understand this better, in the following lines we will why choose vk database show you specific reasons why websites are essential in B2B Marketing and, then, we will show you key factors that you must meet to have a site that really generates conversions and constant business opportunities.

Join us until the end!

How valuable is a website for B2B businesses?
Without further ado, here are the main reasons why a good website is synonymous with success in B2B ecommerce and digital market segments in general:

It allows you to gain the trust of potential customers
A company with a quality website projects professionalism and shows that it has adapted to the times, therefore, it is very likely that it is also capable of providing good service.

This means that by simply having a solid website you can gain the trust of many users and establish yourself as a real and serious market alternative.

It is the center of digital presence
A website is the axis around which the Digital Marketing strategy and the different actions to boost positioning in the web universe revolve.

First of all, it is a proprietary element, which provides autonomy, since you will have full control over it. At the same time, it is the face of the digital presence of any organization.

It is certainly no exaggeration to say that today a company without a website simply does not exist for potential buyers and users in its market segment .

And, in addition to creating a website , it needs to be of quality, attractive and include strategic elements that make it a true driver of business opportunities, growth and profitability.


It is essential to collect information of interest
In e-commerce and in business in general, the effectiveness of marketing flows depends, to a large extent, on the information available about users, customers and potential buyers .

Fortunately, B2B websites are also sources of data , as they allow us to know and understand user behavior and interests.

You can even include forms and tools that invite visitors to share contact information, to then personalize and optimize the sales process .

Allows you to create and manage the entire customer journey
Valuable content, interactive materials, interesting tools, means of interaction… a website is a nervous system that integrates multiple fundamental elements, which allow the user's journey to be managed from start to finish.

In other words, your site can facilitate a user's first contact with your brand, then convert that user into a lead , and finally transform that user into a new customer .

Furthermore, once that person or company joins your client portfolio, the website will allow you to strategically manage the relationship with them and promote new negotiations and commercial agreements.

Budget optimization
Good B2B websites allow companies to have great visibility and generate opportunities constantly in the short, medium and long term, which makes them profitable from a budgetary point of view.

What you invest today in having a solid website will give you sustainable and uninterrupted results for years, and it can also be a step that increases your business volume substantially.


7 essential factors in B2B web design
Having a solid website that generates profitability and improves positioning is possible if you meet the following key factors:

1. Opt for an intuitive and visually appealing design
The aesthetic aspect is, of course, a central element of web design , both in the retail sector and in B2B commerce.

A good site is designed in an attractive way to the eye, motivating the user to interact with it and maintain a long time of permanence .

On the other hand, design is key to providing the site with intuitiveness, making it easy to use and understandable. This is possible thanks to a good information architecture and visual coherence .

2. Produce relevant and high-value content
B2B websites may also contain a corporate blog , or at least be a link to it.

In turn, the blog is another key aspect for marketing and generating business opportunities.

If you share valuable information and content here, you can build a large audience, earning a place in the minds of users , thus making them more likely to make a purchase in the near future.

Another point that gives value to the brand is the organic traffic that blogs allow to acquire, since with a good study of keywords and a well-structured SEO work , new users are attracted without having to buy ads for it.


In addition to being relevant, you should share messages in attractive formats, such as interactive content , that contribute to the user experience.

Market research infographics, downloadable content such as ebooks, templates and videos are some of the materials that can give you good results.

Taking advantage of the fact that we mentioned interactive content, I'm sharing with you the example of the ROI calculator we created here at Rock. It's an interactive page that adds value due to its ability to generate insights for the user:



Materials like this increase the time users spend on the page, encourage conversions and promote content on their social networks.

If you find the engagement potential that interactive content offers interesting , download the full ebook we produced on the topic!


3. Create Landing Pages with conversion power
An engaging and interactive landing page can optimize your site's conversions , generating a better return on investment and contributing to overall financial viability.

Furthermore, by promoting the obtaining of materials in exchange for filling out forms, they are a powerful source of interesting data about users and potential clients.

For your landing page to be effective, in addition to betting on interactivity, avoid asking too many questions in the forms, have a single conversion point and present a clear and concise offer.

A good example of a landing page in this sense is that of Robbins Research, which created material to encourage its users to buy one of its products to give to loved ones during the Christmas season:


4. Optimize the user experience
This is the central point when it comes to B2B web design, and to accomplish the same we need to look towards Web Performance Optimization (WPO).

Technical optimization of your website will ensure a good user experience and, therefore, positive results for the sales process.

Key principles and aspects of the WPO include:

Solid charging speed
The time spent on the page and the possibilities of strategically managing the user depend largely on the loading speed , since it is the element that most impacts the experience.

To ensure optimal speed, you first need to select a good hosting service . It is also key to incorporate a quality content manager , preferably based on WordPress .

Also, don't forget to delete plugins that don't work, cache data, and other elements that add “weight” to your site, making it slower and less efficient.

These contents may also interest you:

Learn the keys to increasing the loading speed of your website

Get to know the PageSpeed ​​Insights tool to discover the speed of your website

GTMetrix: How to use it to test the technical performance of your website


Web Security
It is important that you ensure the security of users who access your website , especially if they are other companies that prioritize the privacy of their data .

Keeping WordPress up to date, protecting yourself from malware, attacks and other malicious software, setting up user profiles and creating strong passwords are some of the key web security steps you need to take.


Responsiveness
This is about the adaptability of your page's format and design to different devices , in addition to traditional computers or laptops. We are referring, for example, to mobile devices such as smartphones and tablets.

Responsiveness is the principle that ensures that users will enjoy all the site's features and see its design clearly, regardless of the device they use.

Testing and trials
At this point we find A/B testing and other actions that allow us to test the impact of publications, changes and new tools, which helps to optimize decision-making and prevent negative or unwanted results.

In addition, good site management requires web analytics to understand user interests and predict their behavior , making the experience increasingly personalized and satisfying.

6. Highlight the value of the brand and its scope
If you have experience in B2B commerce, you know that gaining the trust of other companies is a demanding task, especially when starting a business.

Precisely, your website can be that engine of reliability that you need so much to improve your positioning as a market alternative in this industry .

Through this, you can share and disseminate success stories, testimonials from important clients and proven and real results that demonstrate the value of your brand to the market segment.

It is interesting to include specific sections of your website that concentrate this type of information on institutional authority, so that even search algorithms understand the relevance of your brand more easily and can improve its positioning.

In the case of Rock Content, for example, there is a particular space on our website where we show the brands that trust us:


7. Offer multiple methods and channels of interaction
B2B websites must be a window of constant connection and interaction between brands and their clients and users.

To do this, it includes multiple tools and communication channels, such as chatbots and messaging with advisors or executives.

In addition, it uses predefined forms in which users can make complaints, request quotes and, in general, send messages quickly and effectively.

3 examples of B2B websites that leave nothing to be desired
Many companies have understood the importance of good design in B2B websites. Let's look at some successful examples:

1. Zijlstra
In addition to intuitiveness, fast loading speed and other technical aspects, Zijlstra has managed to offer a highly functional site, which promotes electronic sales and transactions.


This furniture manufacturer, which has expanded mainly across Europe and Asia, allows retailers and other direct customers to outsource the delivery of the products they sell.

That is, when users order a particular piece of furniture from retailers subscribed to Zijlstra, they simply have to charge for the product and order it from the brand's online store , which then arranges delivery with the end consumer.

Simply put, Zijlstra enables retailers to operate and generate sales without having a physical inventory and, furthermore, without a logistics structure to make shipments and arrange deliveries.

2. Boards & More
This wholesaler of boards, sails and other equipment for kitesurfing and paddleboarding has a site that stands out from the rest as soon as you enter.

Its main page displays the company logo in a large, central location, and behind it you can watch high-resolution videos of these extreme and dynamic sports.


At the top right you will find the menu entry symbol, where you will easily find everything you need to navigate and enjoy the site.

So, the Broad & More website is intuitive, highly usable , and also interactive and original.

3. Royal Brinkman
This major supplier to the horticultural industry offers a personalized service, accompanied by a technically optimized website.

Users can access the company's fast and dynamic website and register by entering information about their businesses and needs, then access the Royal Brinkman product catalogue and receive offers tailored to their characteristics and requirements.

In addition, the brand uses videos and other interactive content formats to answer key questions and, in general, provide valuable information and data for users, promoting a quality experience.


Conclusion
Perfect! Now you know why B2B websites are so important and what key factors must be met for them to be truly quality and become a source of business opportunities.

Plus, here are 3 examples of solid, engaging industry sites that can inspire you to improve your business's digital presence.