Tips For Creating Professional B2B Websites
The creation of professional websites for companies operating in the b2b sector consists in the creation of a personalized project which has as objectives:
- explain who the company is and what it does
- attract the highest number of qualified leads
- convince users to perform the desired action, guiding them along the way
- contribute to the growth of the business
This means creating a website from an inbound marketing perspective.
What is the creation of professional websites from an inbound marketing perspective?
Inbound marketing is a particularly effective approach in the b2b environment for attracting qualified traffic to the company website, converting users into leads and then into customers.
Creating a professional website from this point of view means exploiting the traditional marketing funnel to attract traffic (interest phase), involve users through valuable content (consideration phase) and lead them to the purchase decision.
How is an inbound website structured for a b2b company?
In the concrete creation phase of professional websites from an inbound perspective for b2b, one of the crucial points to consider is the creation of content that must:
- be easily accessible to visitors
- foster the creation of a relationship of trust with them
- guide them in the purchasing process
To do this, it is necessary that the b2b site includes specific elements in information architecture, design and development.
The inbound strategy aims to ensure that people arrive at the company website and navigate it to find out about the company and the products offered.
To get organic traffic, you need to create content on a regular basis.
The most effective way is to develop a content marketing strategy within the company blog. However, it is essential that the articles, images, videos, eBooks and any other type of content inserted in the blog is useful and relevant to prospects, i.e., that it answers their questions exhaustively and effectively.
Content marketing is an integral part of the inbound strategy. Creating targeted content has several advantages, such as:
- attract potential customers who are really interested in the products or services offered by the company
- improve the positioning of the company website on search engines
- position the company as a market leader
- create a relationship of trust with potential customers
- increase brand awareness
HubSpot’s CMS (content management system) allows you to create content for your blog quickly and easily, they also provide useful suggestions for SEO optimization.
Wikipedia page for your b2b business
When you create a Wikipedia page for your company, it increases visibility and credibility. It can also help to provide additional information about the business to potential customers, such as its history, awards, and achievements. A Wikipedia page can also provide a comprehensive overview of a company’s products or services. Having a Wikipedia page can be a great way to establish yourself as an authority in a particular field, as well as increase the search engine visibility of the business. Additionally, a Wikipedia page can also help to build trust with potential customers, which can then lead to increased sales and more customers.
Blog articles help position the company website in the first results of search engines only if they are SEO optimized. A search engine optimization strategy is essential for the success of the company website.
But what does this have to do with web design?
From the early stages of creating the company website, SEO optimization must be an integral part of the work to:
- identify relevant keywords for potential customers
- create site navigation map, information architecture and optimize existing content
- optimize all new content: page titles, alt-text of images, videos, meta descriptions, texts, etc.
- professional website creation Email and contact collection
Email And Contact Collection
Email marketing is one of the most effective strategies to get the attention of potential customers and convince them to take a certain action. The inbound traffic acquired thanks to the conveyed contents must be converted into commercial contacts to which to address an email marketing strategy.
In the process of creating high-performance corporate websites, it is necessary to include the creation of customized forms to make users leave their data, for example by inviting them to subscribe to the company newsletter, download free content or book a demo or a consultation. It is important that the forms do not contain too many fields to fill in and that they are introduced by a short text to intrigue visitors and convince them to enter their data.
A marketing automation platform like HubSpot allows you to collect contacts within the CRM, send personalized emails and create ad hoc forms, with all the necessary fields.
Another fundamental element of the marketing strategy for b2b is the use of social platforms to reach a greater number of target users, intrigue them, involve them and ensure that they visit the company’s website. In the b2b environment, LinkedIn is especially to be considered, because it allows you to address a professional user and to develop account-based marketing strategies aimed at specific contacts within companies.
It is important to include buttons for sharing on social networks also in articles, to encourage even more dissemination.
Custom landing pages
Landing pages are a great tool for delivering personalized experiences to specific audiences. Compared to the homepage or other pages of the company site, landing pages are created ad hoc and contain texts, images and CTAs related to the content to which they refer, through which users arrived on the page. This increases their conversion rate.
Some of these pages are “hidden” from search engines through a specific code and appear only when users perform a certain action. An example is the thank you pages for those who subscribe to the newsletter or download content, which usually also contain an invitation to take a subsequent action (such as reading a related article, for example).