Skip to main content
Esta página aún no está disponible en español.

Top Goals for an Effective B2B Website

There are many goals that a B2B website should help accomplish. Read on to learn the top goals of an effective B2B website.

Your website is an essential component of your business, but what goals should you try to accomplish with it? In general, different businesses have different objectives for their website. However, there are also a few goals that may overlap.

For example, several businesses hope that their website will attract as many people as possible. Another common goal is wanting a B2B website to be a source of information and a place where visitors can learn more about their products or services.

While we can't tell you what objectives your business should focus on in order to succeed, we can provide insight into the top goals of an effective B2B website.

Goals of a B2B website

To build an effective B2B website, you need to have a few goals in mind. Some of the goals that should be included in your B2B marketing strategy include:

Convert visitors to customers

Of course, converting visitors to customers is at the top of this list. So, how do you accomplish that? To start, your website has to display helpful information about the quality of products or services you sell. Then, it needs to provide website visitors with your contact information. That way, they can reach out when they want to learn more about your company.

You also need to figure out how to arrange your website, how you want to share information with your customers, and how you can boost your conversion rate.

Increase traffic

Business-to-business websites should also increase website traffic. You may have difficulty generating new customers if you don't have enough traffic. Therefore, you need to think about search engine optimization. Most consumers will find your website using search engines like Google, Bing, or Yahoo. As such, making your website as attractive to search engines as possible is essential. That way, your website lands at the top of search engine results pages (SERP) when someone is looking for the product and services you provide. This can make a significant difference in your ability to drive traffic.

Retain existing customers

One of your top B2B website goals should be to retain existing customers. While growing your audience is also important to your business, retaining existing customers can build brand loyalty.

There are several ways you can use your website to retain existing customers. You may want to reach out to them using email marketing, provide them with discounts for future purchases, and encourage them to share feedback with you about your business. All of this can help you convince current customers to come back and make future purchases.

Boost credibility

An important part of any B2B website strategy is to boost credibility. This is essential to building your brand. Your brand is a representation of what your company stands for. After all, it's what typically pops into people's heads when they think about your business.

So, you need to use your website to boost credibility and showcase your company as trustworthy. One way to do that is to display reviews written by customers. That way, visitors will know that you're open, honest, and transparent about everything your company stands for.

Generate sales

To maximize the return on your investment, your website should help you generate sales. You may want to build a website that allows consumers to place orders online. That way, your revenue won't depend on the number of available staff members or your ability to drive shoppers to a brick-and-mortar location.

To generate sales, ensure the checkout process is as easy as possible and accept a wide variety of payment methods to prevent people from abandoning their shopping cart. Different online payments you may consider using include credit cards, Paypal, and Apple Pay.

Build brand awareness

An important component of your B2B website strategy should be to build brand awareness. You want people to be more aware of everything your company does and sells. Think carefully about the color scheme you choose. Consider where you want to position your logo. If your business has a slogan, make sure to include that on your website as well. Your website must do a great job of keeping your brand at the forefront of the mind of your customers. If you can boost your brand awareness, you'll have an easier time expanding your hold in the marketplace.

Teach visitors about your business

Your website must contain important information about your company, which you should use to teach visitors about your business. For example, your website can showcase helpful information about the products and services you provide. You may also want to share information on where your business is located, your leadership team, and why consumers should support your company.

It isn't enough to provide a quality product or service in today's competitive business world. You need to let your target market know that you're also making a positive impact on the local community. Use your website to teach your visitors about what your company stands for.

Get more qualified leads

Even though you would probably like every website visitor to turn into a customer, that's simply impossible to accomplish. If you try to target everyone, you'll simultaneously target no one. You should use your website to generate more qualified leads instead. You need to use your website to determine who's genuinely interested in your products and services and who you should spend time trying to convert.

Now that you know the top goals of an effective B2B website, you can create a website that tailors to those objectives. As a result, your website may generate more traffic, easily convert visitors and retain customers, increase loyalty, boost awareness, and so much more.

Goal-setting tips for your B2B website

As you develop a strong B2B website, you need to ensure that you set the right goals. Your goals may include generating more revenue for your company, but you also need to make sure that you set benchmarks along the way.

Some of the most important tips you need to follow to get the most out of your B2B website include:

Know your audience

First, you must make sure that you know your audience. This means you need to identify your audience's pain points and helpful solutions to address them. You may want to start by creating a profile of your ideal target customer. To do this, ask yourself the following questions:

  • How old is the person?
  • What are some of the problems they have?
  • How much money do they have to spend?
  • What are some of the most common concerns they want you to address?

Then, you need to build a website that can help you showcase the solutions you have for your target market. Of course, you want everyone to invest in your products and services; however, it's challenging to make that happen. Instead, you need to use your marketing resources to identify people who will truly benefit from your products and services. If you know your audience, you'll have an easier time building a B2B website that attracts the right consumers.

Be realistic

You also need to be realistic with your goals. While you probably want to make a customer out of everyone, that's not necessarily possible. You may also want to build a website that can rival a massive corporation in your industry; however, this may not be practical either. Your goals should revolve around how big your website is, how many customers you think you can get, and how much money you can generate. So, make sure to have SMART goals in mind.

If you set a sensible goal for yourself, you'll feel more inclined to reach it. On the other hand, setting almost impossible goals may stop you from trying when you realize you can't reach the mark.

Identify KPIs to track

Furthermore, you need to identify effective KPIs to track through your website. A KPI, or key performance indicator, is an important metric that can impact your company's success.

Some of the most critical metrics you may want to track include:

  • Visitors: You need to track the number of visitors who stop by your website. How many people do you think should be visiting your website every month? You need to know not only how many visitors you have but also what the trend is. Is the amount of traffic you're getting going up or down?
  • Dwell time: You also need to track how much time people spend on your website. This is referred to as the dwell time. The longer people spend on your website, the better it will be for search engine optimization. This can help increase your search results rankings and drive more traffic.
  • Search results rankings: Speaking of search results rankings, you need to track those as well. You must know where your company ranks for important terms and phrases in your industry.
  • Subscribers: You may want to track the number of subscribers you have as well. This should be one of your most important email marketing benchmarks. Subscribers are important because they're a good measure of how many leads you generate.
  • Sales: If you give consumers the option to purchase your products and services through your website, consider tracking those numbers as well.

Evaluate your goals regularly

You should also make sure to evaluate your marketing goals regularly. Even though it's great to set goals, you need to figure out if you're on track to meeting them. For example, if you set your goals and forget about them, you won't know if your strategy has to be adjusted. However, if you evaluate your goals from time to time, you can figure out what's working, what isn't, and what needs to be changed. If you realize that you're falling short of your goals, consider going back to the drawing board.

The goal-setting tips above can help ensure your website is successful. Keep them in mind as you create objectives for your B2B website to ensure it can exceed your expectations.

B2B website best practices

If you want to get the most out of your B2B website, there are several best practices you should consider following. Some of the most important best practices include:

  • Educate your audience: When a potential customer visits your website, it's a great idea to teach them about your products and services. Usually, website visitors are looking for information related to their issues. Many are also looking for evidence that your company is the one that'll benefit them the most. If you craft valuable, educational content for your visitors, you can provide them with information and address your performance simultaneously. Try to keep your resources organized to make it easier for your visitors to find the information they need.
  • Highlight your premium content: You should also try to highlight your premium content. Even though you need to convince visitors that you're in a position to solve their problems, you must also qualify your leads accordingly. If you want to hide some of your premium content behind a paywall, or if you want to ask them to leave their contact details before they access that premium information, you can do so. This is a great way to qualify the people visiting your website.
  • Consider your mobile visitors: Don't forget that mobile traffic is increasing rapidly, so you must ensure that your B2B website is mobile-friendly. You'll have difficulty generating more traffic if your website doesn't work on mobile devices. You don't want people to steer away from your website simply because it doesn't load on a mobile device.
  • Think about search engine indexing: Remember that search engines will be responsible for a significant percentage of your traffic. You need to make it as easy as possible for a search engine to index your website. This means that you want to make it simple for search engines to figure out what your website is about. You can do this by giving your pages unique titles, meta tags, and meta descriptions. Don't forget to tag your images appropriately as well.
  • Include a CTA: Many people are afraid of being too forward when they design a B2B website. In reality, it's important for you to place a call to action on your website pages. Sometimes, people like the content you deliver, but if you don't provide direction on what to do next, you'll not get the desired action. Do you want them to share their email address? Do you want them to give you a call? Let your visitors know what you expect of them.

If you follow these best practices, you can get the most out of your B2B website. You should have a checklist as you construct your B2B site. That way, you ensure you don't overlook any of these important factors. If you need help designing your site, there are many experts who are available to assist you.

Creating goals for a B2B website

A B2B website allows businesses to attract other businesses as customers and clients. The B2B world is very different from the business-to-consumer (B2C) world, so you must develop a website that aligns with your goals and strategy. There are many objectives you can have for your website, but the goals in this guide can help ensure the creation of an effective website.

With Mailchimp, you can create a website for your B2B business in a matter of minutes. So, you can start tracking your website’s goals as soon as it’s live. Plus, with SEO and analytics tools at your fingertips, you can refine the objectives of your website and marketing strategy with ease.

Share This Article