Adapting the Website to the Nature of Business Sales
In the B2B world, the sales process is completely different from that of private customers. It’s more complex, longer, and based on relationships and trust. Therefore, a website for a business company should reflect the same process – not selling immediately, but conveying a message of professionalism, capability, and experience.
The website must answer the following questions: What do you offer? Who is it suitable for? Why should they choose you specifically? The clearer the answers, the more confident the visitor will feel to move to the next stage – making contact, leaving details, or requesting a meeting.
Page Structure Designed According to the Sales Process
The next step is adapting the website structure to the marketing and sales process. The homepage should quickly convey the company’s value. Service pages should be precise, focused by field, with professional texts and calls to action.
Which Pages are Essential for a B2b Website?
- An “About” page explaining the company, its history, and team
- Separate and detailed service pages
- A clients page or case studies
- A blog with professional articles
- A convenient and focused contact page
Additionally, pages for downloading marketing materials, such as presentations or catalogs, can improve user engagement and provide materials that continue the sales process even after visiting the website.
Content that Builds Trust and Leads to Conversion
Content is the engine of a good website. It helps the visitor understand if you understand their problems and if you know how to deal with them. It’s important to invest in content that speaks at eye level but conveys expertise.
Professional articles, explanatory videos, FAQs, smart forms, and customer testimonials – all contribute to deepening the connection with the visitor and shorten the path to turning them into a lead.
Connections to Supporting Marketing and Sales Systems
A B2B business website cannot stand alone. It needs to integrate as part of a smart marketing system that includes automations, CRM, emailing, and tracking.
A system like Flashy, for example, allows identifying visitors, sending them relevant content, and performing precise segmentation. Connecting to HubSpot or Salesforce enables tracking each lead from the moment they visit the site until the deal is closed.
These connections can include:
- Sending leads to a management system
- Integrating smart forms with segmentation
- Automating thank you messages or newsletters
- Analyzing data and visitor behavior
Design, User Experience, and Up-to-date Technology
Business companies are looking for a digital partner that conveys their quality and innovation. Therefore, the website needs to be precise both in terms of design and performance.
Loading speed, mobile compatibility, security, and accessibility – all are an integral part of the experience. The CMS itself is also important: WordPress allows full control and a convenient management interface, especially when combined with Elementor and JetEngine for advanced building.
Example of a B2b Website that Works Correctly
A client in the cybersecurity field approached us with an old, cluttered, and unfocused website. After a new characterization, we built a website where each service page focuses on a type of problem their customer solves. We incorporated FAQs, downloadable guides, quality content pages, and a chatbot that leads to contact.
The result: A 230% increase in the number of quality inquiries within just 4 months.
In Conclusion: a Good Business Website is the Foundation for any Successful Sales Process
A quality B2B website not only showcases the company but also builds trust, drives action, and is directly connected to marketing and sales processes. Investing in it pays off for any business that sells to other businesses.
