How to create a B2B website that potential customers can trust

Posted in Branding for B2B sales.

It doesn’t matter to whom you sell or what you sell, having a website is crucial in today’s world. If you have a company or business, then you need a website. Being online is the ultimate opportunity to reach a large, worldwide audience. But don’t just create any old website, opt for one that is user-friendly, informative and up-to-date.

We’ve gathered some information about what B2B customers expect from a vendor’s website, what they don’t like and what you can do to improve what you (hopefully) already have.

What do customers want to see on a B2B website?

A 2014 marketing survey found that the following information is the most important for B2B customers to find on a website:

*  Pricing information

*  Technical information

*  Case studies/articles/blog posts

*  Shipping information

If you look closely you will see that these represent stages in the buying process. Getting technical information and looking through case studies, or relevant articles, are usually around the middle of the buying process. Towards the end, customers will usually look at pricing and shipping information.

B2B customers also look at websites to tell them whether a company is credible and trustworthy. Things that increase the credibility of a company’s website include detailed contact information, employee profiles (with photos and bios), testimonials or a client list, blog posts, support information, and research reports.

What hurts the credibility of a B2B website?

There are many things that can make a person click away from a website. When it comes to B2B company websites, the following can negatively impact its trustworthiness:

*  Not having any contact information or incomplete information. This gives the impression that the company has something to hide. Even if customers rarely visit your offices, it is still vital to mention where you’re located.

*  Not telling the website visitor exactly what you do from the get-go. When a potential customer lands on your website they need to be able to know what you sell or do immediately.

*  Having intrusive content. Content that disturbs or annoys the customer, can make them immediately dislike your company despite all the other information. Intrusive content includes auto-play videos, popups, and live chats that don’t go away. Also, intrusive content is a way of moving control away from the customer, which is the last thing you want to do. Remove all unnecessary noise for the customer and they are more likely to stick around.

What tips can I follow to increase my website’s trustworthiness?

*  Reduce the amount of clicks a website visitor has to make in order for them to receive the information they want.

*  Make sure that the most important things, like contact and product information, are easily visible and accessible.

*  Have a dedicated page that provides information about your company, employees and so forth.

*  Create an “About” page. Relay your company’s history, and talk about your employees and what they do in a personal manner. Try to include photos, if you can, as this makes your company even more concrete in the minds of potential customers.

*  Include pages with testimonials, reviews and media coverage to lend credibility to any claims you make.

*  Remove the heavy-handed lingo. To know what content your website should have and what type of language it should include, look no further than the customers themselves.

*  To reiterate the above, remember that you need to let the “real world” in. Ask customers what certain products mean to them (or do for them) and what problems they are solving by using your products. Cater the information you provide online to the information you get from talking to customers and make yourself more relatable.

*  Always give in-depth relevant technical information about products. A lot of companies do their research online before making contact with a company so they want technical information on hand to make an informed decision.

*  Lose the marketing or sales pitch when talking about your products and company. Be straightforward and to-the-point about what you do and sell since customers don’t like to feel manipulated, especially in the B2B world where decision-making can make or break not only a company’s reputation but also the employees within the company charged with making the decisions.