Before starting your B2B business, you should first understand that your customers will be other businesses, and as such, they understand a lot about business and expect your brand to be outstanding. To meet their expectations, you should keep the following in mind:
1. You will be judged based on your website’s appearance
You won’t hire a person that shows up at an interview improperly dressed, right? Similarly, don’t expect clients to trust your company if they find your B2B website unprofessional and disorganized. Users typically make a quick judgment on how something appears before they start reading it. Besides, if your website doesn’t look functional, they won’t interact with it. Therefore, to create a powerful first impression to prospects and build trust, you should invest in a clean, professional, and organized web design. In addition, customers take live chat seriously these days, so ensure you get a quality app from live chat service providers.
2. Have a clear brand message
A precise brand message that highlights your company’s Unique Value Proposition is a significant part of your business website. When potential customers visit your website, they should effortlessly know the company’s main value proposition. In other words, they should clearly tell what you intend to offer them. Ensure your value proposition sets you apart from the competition.
3. Outline specific products or services
While this sounds like a no-brainer, I’ve seen numerous websites that look vague, and particularly the service-based companies. Examples of vague phrases include management consulting, or we are a media company.
An effective website for a B2B business should answer questions such as:
- Who is the ideal customer?
- What specific industry does the business specialize in?
- Is there a specific process for service delivery?
4. Credibility will elevate your brand
You should know that you are stepping into an industry or already established businesses, and only your credibility will keep you in business. To build credibility, publish high-quality content on your website, and ensure it is content that solves your readers’ pain points. The content can be in the form of posts, guides, and white papers. Besides, you can also build credibility through case studies, press, portfolio, and testimonies.
5. Conversion is the end game
No matter how attractive your website and how huge your traffic is, without a clear strategy to convert leads into paying customers, you won’t achieve much. The best approach for converting visitors into customers is to create opportunities for the company to get in touch and nurture those prospects into clients.
You can achieve this by setting up a live chat customer service, asking them to sign up for a newsletter, giving a free guide in exchange for an email, or adding buttons to be followed on social media.