Does website matter in B2B? Its Role & power

Does Website Matter In B2B? Its Role & Power

An online business venture may seem exciting and relevant to the times. But once you get down to the nitty-gritty of setting it up and planning long-term goals, you will find too many puzzle pieces to figure out. 

Prepared a checklist before kicking off on the journey? What is the topmost item on that? We guess and suggest – it should be a website.

A website is a fundamental prerequisite for diving into the B2B world. In such a tech-savvy era, you cannot imagine your business flourishing without going digital. 

The B2B strategies revolve around three cardinal principles. Attract – Arrest – Alter. And your website will help you achieve all three. So, it’s a treble power boosted weapon that you ought not to miss out on. 

Why is it important to have a website? Keep reading to find your answers. 

1. To Make A Significant First Impression

Just picture this – any person browsing the internet stumbles on your brand’s advertisement, is now intrigued, and wants to know more. Where will he be directed? Do you think he will necessarily call on your inquiry number?

Is it not your responsibility to craft an easier route for your potential customer? Before anything else, he first needs to form an image about your service or solution. Is it wise to give up on that?

The internet can provide you a consumer pool of more than 1.8 billion users (as per a recent survey). In the fiercely competitive marketplace, your website is your representative. A B2B website will help you stay in front of an enormous number of people.  

A website will serve as a digital outlet for your company. Your website has the power to hold onto potential leads by making an impactful impression. Also, most of your competitors are striving to enhance their online presence. Why do you want to sit back?

51% of B2B companies’ top marketing spend is website development. Now that is a large number to fight with. And a website will be your appropriate step towards that. 

2. A Powerful Way To Build Your Brand

As per the aforementioned details, there is a sea of competitors for you out there. The statistics and numbers feel too big to deal with. However, apart from safeguarding your first interaction with your customers, your website will also be instrumental in building your brand identity.

What is the X-factor of your business? This would be a tough question to address for your users. But with an online website, you can wrap your message, the way you want. 

Your brand identity will set you apart from your fellow competitors. It will speak about your commodity, the nature of your service, and the advantages buyers can have if they choose you. A strong and recognizable brand goes a long way in conquering heights. 

Your website can build the identity for your brand in the following ways:

Communicate your brand personality 

Your B2B website will cover all aspects of your company. What? How? When? Why? Everything that you want your viewers to know.

Easy differentiation among all others

A well-built website will highlight your USPs. This will help people spot you across various marketplaces.

Spread awareness about the solutions that you will provide 

A perfect way to elucidate all the benefits that a buyer will enjoy.

Strike a connection with customers

Instill a sense of trust and loyalty among your customers via your website. A relationship goes a long way in the success of your brand. 

Also Read: How To Redefine Your B2B Service And Product

3. Get More Leads And Convert Efficiently

The deep-rooted motive of a B2B website is to boost your revenue. A lot has been stated about the breadth of the source market that your site can fetch. How can your website help?

After luring customers onto your website followed by creating a solid impact on the audience, what next? The immediate requirement is to drive prospects into your funnel. A website diminishes traditional hassles to find leads. There have been numerous strategies to get leads and convert them well in time. 

Will you be able to generate leads or convert them fast with a website? Well, both.

The overall look, content, and appeal of your B2B website will do more than 50% of the work. The latter and more vital percentage has to be secured tactfully. Various forms of marketing formulas can be devised on your web to render greater outcomes.

Email and content marketing have been in the picture for a while. Fresher additions to your website like CTAs, landing pages can work greatly to reduce your time closing business. 

Purchasing methods have transformed a lot. A dynamic website for your business will keep you at par with changing practices and help you retain your position as a brand.  

4. Understand Customer Behavior And Pattern 

When you first embark on your online business venture, it is like a shot in the dark. You do possess analysis of the market, customer needs, and a plan around that. But is it permanent?

Everything comes with an expiration date. As evident from our surroundings, we are changing rapidly. Technology is posing challenges. But also assists us in identifying some loopholes and also presents us with innovative solutions to tackle the same.  

Consumer behavior has changed a lot over the years. Today a customer’s purchase journey is very iterative. They hop between a variety of options, have selective preferences – due to the immense power the internet has granted them. How do you make yourself a suitable choice for your targets?

A B2B website can serve you with an exhaustive set of data about your customers’ behavioral patterns. This is like reading their minds. Modern event tracking and analytics tools when incorporated into your website can make a huge difference to your angle of approach for your audience. 

When you study the reports, you can draw insights, as to what your viewers liked or how much they were convinced, or what elements attracted them most – all can help you shape new strategies. Changing your game plan based on evidence and facts will maximize your returns. 

How to make B2B websites more powerful? 

After having a clear conviction that why you should have a website for your business, your next step should be to start planning the schematic of the same. Here we have a short guide for you to keep essential pointers in mind before developing a powerful B2B site.

1. Keep The Message Clear

Nothing is more appreciated than a “to-the-point” approach. Define the intent of your website. Make it clear to your audience that you are here to spread awareness, sell them your product or service, direct them to an online store, or will clear their queries. Keep it transparent and direct.

2. Visual Appeal

Please the eye to hold their attention for longer. It is an underlying truth – the more attractive an object, the longer the gaze. This is relevant to your website as well. Plan smartly around the overall outlook of the site. 

Adhere to design principles like – Typography, appropriate spacing, color balance, “F- reading pattern”, sizing of titles, and subtitles among some other minute details.

In a bid to create something very exquisite, do not compromise with your brand identity. Use colors and fonts that have been consistently used for your service on all web platforms. Prospects should be able to identify you and find you aesthetically appealing.

3. Quality Content

Content is what sells your product. Keep it relatable. Do not pour out unfiltered data to get more buyers because that will not work. Do not be too rhetoric with the choice of your words. Ensure a simple, lucid yet impactful write-up hosted on your site. 

You may include blogs for those who would like to read about you in detail. Include keywords for better SEO ranking. SEO-optimized content will also drive larger traffic to your site. So, make it a win-win situation.

4. CTAs

The call-to-action (CTA) buttons have proved to be extremely effective in augmenting sales of brands. A bleak and dull website will not serve your purpose. A fair amount of interaction with the buyers is important to keep their interest alive in you. 

Whatever goal you are planning to achieve – a prominent CTA will male that happens. Design and place them on the web page strategically. They should have a short and clear phrase to convey the action – “Subscribe”, “Join now” or” Find out more”. 

5. Landing Pages And Forms

The ultimate tactic to drive conversions is landing pages. These have proved to be an impressive tool in the market to close and convert customers. Make it a point to include landing pages at stages when it feels necessary. 

For instance, a CTA can direct them to a landing page where your buyer can finally take to your product. Design fruitful landing pages with good content, headlines, offers.

Also Read: 21 Things To Know About Building Effective Landing Pages

6. Easy Navigation

An effective website is developed keeping the user’s journey in mind. Map out their course of action on the site. Arrange and display content as per their timing. Deliver when they expect. Share information in chronological order so that they can absorb and understand you well.

7. Mobile Responsive

Presently more than 55.2% of the traffic your site receives is that of mobile users. To disappoint such a large number of viewers might be detrimental. Ensure that your site is equally responsive on mobile and other devices. Earlier, users would not mind pinching in to zoom the content, but now you have cut down on their efforts. 

8. Fast Loading

With things being available so easily, our patience levels have dropped. It is just the same for online buyers. Do not play with their patience. If your site takes one extra second to load, you might lose some good deals. Recent statistics have shown that a slow loading speed leads to instant age abandonment. Do not let that happen to you.

9. Analytics Tools

Deploy effective tools to draw observations of user’s interaction while they are on your website. Google Analytics is a popular choice among B2B sites. It creates reports based on the specific data that you would like to monitor. 


Your website is your wholesome digital pitch to the world. You would not want to risk your brand and its prospects by being negligent about it. Prepare it as you prepare yourself before a pitch meeting. You will seize every impression!