The pandemic has made obsolete the world we knew. There’s no going back to the old normal. We have to adapt to the “new normal.”
Though these words may be hard to accept, the reality is that the Covid-19 outbreak has changed everything forever. Gone are the days when B2B companies had a fleet of sales personnel, who visited potential customers in person and helped in closing the sale.
With local lockdowns in different parts of the country and inter-state travel restrictions still in place, business travel has come to an abrupt standstill. Though it looks like we have crossed the worst of the second wave, it will be a long-long time before we get back to any form of normalcy.
At this crucial juncture, it’s critical for B2B businesses to transition to online selling. You would have heard the proverb, “every crisis presents an opportunity.” It’s time that B2B companies go online and create an online selling eco-system that is focused and efficient.
Data by HubSpot reveals that website traffic in 2020 has doubled and tripled compared to 2019 pre-Covid-19 traffic levels. Just like B2C buyers, B2B buyers have also transitioned to online purchases. And, the pandemic has accelerated this transition.
The big question now is: Has the increase in online website traffic translated to sales?
Well, that depends on whom you ask. B2B companies with a sales-oriented website and a well-planned marketing strategy have actually seen an increase in sales during the Covid-19 crisis. 1 in 2 companies that sell online reported an increase in sales volumes during the pandemic.
But, what about the rest? B2B businesses that don’t have an online presence struggled to make ends meet during the pandemic. A vast majority of them even had to shut shop or downsize.
What’s the key takeaway from these stats?
B2B businesses can no longer afford to ignore their online presence. Just like B2C, B2B businesses require a robust business website that is sales-oriented and customer-focused. In this post, Webfries, the no.1 website design company in Gurgaon, shares tips and strategies on how to grow your B2B business during the pandemic with the right website.
Your website is the Best Salesperson for your B2B Business – But, is it Sales-Oriented?
The primary focus of a B2B business is not selling the product online but generating leads. Then, what do we mean by making your website design sales-ready? Let us explain.
Unlike B2C purchases, B2B purchases are not impulse buys. It can take a customer anywhere from a few months to two years to make a buying decision. A sales-ready website provides your customers key support during the entire buying cycle.
In other words, it acts as the go-to point for all customer queries. It helps in winning the trust of potential buyers and gets them to convert.
Questions to Ask while Designing or Updating your B2B Website
Is the Site Customer-Focussed?
The biggest mistake B2B companies make is that their website is not customer-centric. Instead, they focus more on their business – talking about their history, their events, their news, and their products. While all this information is essential, you have to keep in mind that a customer who lands on your site from Google is not likely to be interested in it.
Remember, if your website doesn’t serve customers, it doesn’t help your business either;
A customer-centric business puts the customer at the centre. It makes it easy for the customer to do business with your company. Here are a few tips to make your B2B website customer-focussed:
Address the pain points of the customer – Rather than heaping praises on your products/services, focus on how your product helps to address the customer’s needs and problems. Explain the specific benefits of your product that will help customers address their needs.
Establish your Authority in the Industry – Think beyond selling. Offer educational and informative blog posts, case studies, videos, and other content that helps to build trust in your brand. Your website must inspire confidence in the customer to do business with you.
Make it easy for the customers to locate information – Your website must make it easy for the customer to achieve a specific goal. For example, if your goal is to generate leads, then your site must display contact information prominently so that customers can easily contact you. On the other hand, if your goal is to get customers to complete an online order, then make the online purchase process simple and straightforward.
Keep your site user-friendly and mobile-friendly – Today, the vast majority of customers browse online sites from their mobiles and other handheld devices. Having a responsive, mobile-first design is critical to keeping customers on your page. A non-mobile design means that first-time visitors are unlikely to return.
Is the Site Sales-Focused?
If you think of your website as an online visiting card, then you’re leaving money on the table. To get the best returns from your B2B website, you need to think of it as a sales tool.
Your website is your best salesperson.
A recent study reveals that 94% of the buyer’s journey today happens online. Customers have more or less made a decision before they even contact your business. So, it’s critical that your website does the role of an online sales rep for you.
The website has to provide all the relevant information offered by your sales team. The site has to provide the relevant content for all these queries:
What are you selling? As soon as a customer lands on your site, he/she should be able to see clearly what are the products and services you are offering. Use the right content and images to make what you’re selling clear to your audience.
What’s the USP of your products/services? This is the key value proposition you’re offering to customers. Explain the key benefits of your products clearly to customers and get them excited to do business with your company.
What sets you apart? What makes your product/service different from your competitors? What are the benefits that customers get when they purchase your product?
Why should customers purchase from you? Very often, first-time customers want to be 100% sure that they are making the right decision by purchasing from you. You can inspire customer confidence by displaying authentic reviews, case studies, customer testimonials, etc.
Also, train your sales team to leverage your website to close the deal. For example, a salesperson can guide potential customers to the review section of your website to inspire customer trust and confidence.
Is the Site Search-Focussed?
A few years ago, B2B sales happened when salespersons from the company contacted leads and converted them to customers. Today, it’s the other way around. Potential customers search for the right companies and contact them. In around 80% of B2B transactions, the customer identifies the supplier.
To help them with their initial research, customers are seeking the help of search engines like Google. So, it’s critical that your site is optimized for search engines. The good news here is that you don’t have to build a separate strategy for SEO. By keeping your website customer-focussed, you tick many of the SEO requirements of Google.
Here are a few factors to consider to make your site SEO-focussed:
Customer engagement – This is a key metric that Google uses to evaluate page rankings. Check out how visitors are interacting with your site – are they staying for a long time on your pages? Do they follow your internal links to reach other pages within your site? Or do they bounce back as soon as they land on your site? The longer the customer stays on your site, the better it is for your page rankings.
Content Relevance – Google wants your website content to address the search intent of the user. Is your content providing the user with the information they are looking for?
Technical SEO – Besides including the right keywords and phrases, you have to focus on other technical SEO aspects like link building, off-page ranking, meta descriptions, and more. You can handle SEO on your own or get your website development company in Gurgaon to handle it for you.
Is the Site Conversion-Focussed?
The primary goal of your site is to generate leads and drive sales. To achieve this goal, your website design has to be strategically planned to convert casual visitors to lifelong customers. Each element on your site should have a specific goal to move customers further ahead on the buying journey.
Here are a few actions to make the site conversion focussed:
Create a conversion goal for each page – include clear CTAs (Call-To-Action) to get customers to complete a specific objective.
Keep your forms short and simple – No one has the time or patience to fill up a lengthy form with multiple fields. A small lead generation form with just the basic information name and email/contact number suffice.
Simplify the checkout process – If you’re including a shopping cart on the site, simplify and shorten the steps needed to complete the sale.
Make your contact information visible – Don’t make it difficult for customers to contact you. Display your phone number/email id/social media channels prominently so that customers can easily reach out to you.
Use automated chatbots/online chat – These tools though simple is excellent for conversion. They help customers connect with you instantly.
It’s true that the current economic situation is highly challenging and tough for B2B businesses. But that doesn’t mean you have to lose out. Instead, think out of the box and be ready to embrace the changes and emerge stronger. Use the tips mentioned in this post to build a strong online presence for your business and take it beyond geographical restrictions.
If you need any help designing your B2B website or renovating it, get in touch with Webfries, the no.1 B2B web development company in Gurgaon. Our years of experience and smart expertise will help you get the best website for your business.
Stand out with a creative and strategic B2B website and race ahead of your competitors!