26 June 2022 13:28
Is it worth creating a website in the B2B segment?
Alexey Ereminsky
Head of Content Department at expert-content.ru
Content
What should be on a B2B landing page for sales How to create an online store for B2B Examples of B2B sites More about B2B sites
Creating B2B websites requires a different approach than B2C. Business-to-business websites and landing pages have a much narrower focus than mass-market websites. This can be compared to fishing. In B2C, a website, like a net, catches a lot of small fish. When creating B2B websites, you catch a marlin with a special rod from a motorboat in the ocean.
At the same time, the buy phone number list B2B business segment does not currently have a question about whether a website is needed. A company's presence on the Internet is a standard for doing business not only for B2C. The only question is what kind of website your business needs, what tasks it solves and how to make it effective. In this article, we will talk about the important nuances of creating B2B websites.
What is B2B marketing, what goals and tasks does it solve, read in the article " What is the B2B segment in simple words with examples ". Read more about marketing promotion tools in the article " B2B promotion tools ".
What should be on a B2B landing page for sales
A B2B landing page, unlike a multi-page site, is addressed to a specific audience with a clear request. The more segments in your target audience, the more services or products you offer, the more B2B landing pages you should have.
Before creating a B2B landing page, you must determine:
What is the goal - what do you want to achieve from the landing page visitor. This could be a request to create a representative office, join a partner to a dealer network, increase brand awareness or request a product delivery.
Who are your competitors — how do they build communications with clients, what advantages do they emphasize, and how do they formulate sales offers. This is necessary to understand how you will differentiate yourself from competitors using a B2B landing page.
Who are you making a B2B landing page for ? Describe your target audience and their pain points. This way, you will understand what potential clients want to see on your B2B landing page.
Name and logo
Show your logo at the top of the B2B landing page so that the visitor understands which company's website they are on. It's good when the logo is simple and clear at first glance. If this is not the case, add an explanatory caption underneath it. However, remember that the logo should not distract the visitor's attention from the main content of the site; you should not place it on half of the B2B landing page.
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Menu
The menu on a B2B landing page is needed so that the visitor understands what awaits him on the page. It's like a table of contents of a book - you can immediately see what information is there and you can go to the necessary part without looking through unnecessary screens.
Important menu items that you want to emphasize can be highlighted in color or font. There can be from 4 to 7 items in total. If there are less than four screens, then you don’t need to make a menu, but if there are more, it’s better to think about a multi-page site with a complex structure.
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Contacts
It is also better to indicate the phone number, address and business hours (important if you work in different regions of the country) on the first screen. It is possible that a ready client has come to your B2B landing page and just wants to call you. You should not make him scroll through the entire B2B landing page to find your contacts.
For new users, up-to-date contacts and business hours on the B2B landing page will be proof that your company really exists. A local phone number for the region from which the potential client came to you will also help to inspire trust.
Offer
Your offer should be placed on the first screen of the B2B landing page so that it is immediately visible. This can be done using the title and subtitle.
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The purpose of a B2B landing page headline is to grab the visitor's attention. A good headline contains the query that brought the potential client to the B2B landing page.
You can create a selling offer for a B2B landing page using 4U technology. Create an offer that will answer the questions:
What will the client be left with when he leaves a request or calls - what is Usefulness?
How soon will the buyer receive a solution to his problem - Urgency?
How does your offer differ from your competitors’ offers – Uniqueness?
How exactly will you solve the client’s problem – Ultra-specificity?
Image
The purpose of a picture on a B2B landing page is to draw attention to the title. It should be large, colorful, and stand out. Don't use stock images — the human brain is used to not noticing similar pictures from free hosting sites. Such pictures on a B2B landing page are perceived as "white noise."
For example, how many times have you seen such little people? I don't think you can remember exactly (it's white noise), but you'll agree that it's a lot:
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Use images that are evocative but not cliched stock. Like this:
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On a B2B landing page, you can use the same images as for the design of a group on social networks. Read more about B2B marketing on social networks in the article " Social networks in B2B ".
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Target action
A B2B landing page should contain a CTA — a call to action. To do this, you need to place a large, bright and noticeable button on the first screen. This way, a potential client can quickly perform a target action — call, open a catalog, leave a request for a price calculation, etc.
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Read the article " Lead Generation in B2B " to learn how to organize the process of collecting contacts in B2B business . Read the article " Email Marketing in B2B " to learn how to warm up potential clients in B2B and put sales on stream.
How to Create an Online Store for B2B
There are two cases when people resort to creating online stores for B2B:
a successful online retail store decides to develop an online sales channel and opens a B2B direction on an existing website;
Offline B2B company expands sales by going online.
Creating an online store for B2B brings a number of advantages to business:
The site works around the clock, no matter what region your client is from - he will always get to "open doors".
Your customers can always see the current prices and balances of your products, they will not have to wait for a response from the sales department or account manager.
B2B clients can generate a payment order, upload an invoice or other documentation themselves. This greatly speeds up the document flow between partners.
There are several features when creating an online store for B2B that distinguish it from ecommerce projects in B2C.
What is the difference between an online store for B2B and B2C
1. Product card
When creating an online store for B2B, you need to consider that wholesale customers are interested in seeing not only the appearance and characteristics of the product, but also the current prices, availability and balance in warehouses. Don't forget to add the exact quantity of the product that you have in stock. Specify the delivery time for additional batches if you have the product on order.
2. Possibility to select a supply contract in your personal account
Some companies are actually organized as groups of different legal entities. At the same time, the manager responsible for purchasing goods for different legal entities can use one personal account. It will be convenient if he can switch between different supply contracts within the personal account.
3. Function of unloading remaining goods in warehouses.
Companies that purchase large quantities of product items will find it convenient if, when creating an online store for B2B, you provide the ability to download the entire price list with the remaining products.
4. Possibility to add goods to an order by article number.
A business buyer often searches for a product not by name or characteristics, but by a specific article. When creating an online store for B2B, give the client the opportunity to add the desired product using the article search, directly in the basket.
If you want to find customers for your online store in B2B, read the article " Tips on How to Find Customers in B2B ".
Examples of B2B websites
If you want to create b2b websites , look at real life website examples.
Company "Voronezh-Agro"
An agro-industrial company from Voronezh, sells corn and sunflower seeds wholesale throughout Russia. On the website you can find a full catalog of the company's products, reviews and sales department contacts.
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B2B online store of office supplies "Officemag"
An example of an online store for B2B, where you can buy office supplies, office furniture and other office accessories both retail and wholesale. A B2B site with extensive functionality and representative offices in many regions of the Russian Federation.
