Inbound Marketing

Why having a website is so important for B2B companies

By Georgiana Verdonk-Sim

 

One of the fundamentals of doing business in 2018 is that your website meets your prospects before you do. But what does that mean? It means that your potential customers will interact and engage with your website long before they speak to a member of your team.

If you accept the fact that most purchase decisions in the B2B world start with an online search, you will also appreciate the fact that having a website not only helps searchers to find your business, but also plays a key role in encouraging them to engage with you.

The way in which prospects engage with B2B companies has changed. Gone are the days where every business deal and partnership was made over an expensive dinner or bottle of fine wine. Nowadays, prospects turn to search engines for their answers, using them to search for solutions to their business problem, and will read blogs and visit websites to find the information they need.

If your B2B company doesn’t have a website, or you have one but haven’t dedicated enough time or resource to developing it, you are missing out on these enquiries; you are missing out on the opportunity to increase the exposure of your business; and you are missing out on improving your business’ revenue generation.

You must think of your B2B website as your business’ digital shop front – it is the easiest way for you to get your business’ products and services in front of interested parties. It’s your opportunity to accurately and concisely explain your USP and highlight the business benefits your solutions can provide.

Your website is also your best salesperson: it works 24/7, provides website visitors with the information and content they need to make an informed decision, and allows them to engage with your business on levels other than ‘contact us’. Configured correctly – and positioned as the top of your sales funnel – your B2B website can drive lead generation for your business and nurture website visitors from the initial website visit, through to sales readiness.

 

What's the point of a website for a B2B business? Sign up to our webinar here!

 

Why having a website is important for B2B companies:

We’re in a digital world and more and more of your prospects are online looking for solutions that your business provides. If you don’t have a website – how will they ever find you? However, having a website isn’t just about being found online – it also provides a number of other benefits, including:

 

  • Visibility

For any B2B company, being found online is incredibly important. If you do not have a website – or your website is not optimised for specific keyword terms around what your business does, interested parties will have difficulties finding and engaging with you. Having an online presence, i.e. your website, will help potential prospects to find you and consider your business as a solution to their business challenges. Better yet, having online reviews, testimonials and content on other websites will further bolster your website’s visibility on search engines and increase your credibility – all of which will drive more targeted traffic to your website! Remember, first impressions count and the first interaction potential prospects have with your business will be with your website!

 

  • Low-cost advertising

A B2B website is a relatively small investment – especially when compared to your business’ overall goals and objectives. Once your site is up and running, search engine optimised and configured to be able to engage with and convert leads, it will continue to deliver results for your business, and well worth the cost. It’s a great form of low-cost advertising and while it takes time to build a steady stream of organic traffic to your website – it costs next to nothing to do so. The web has far greater exposure than any other channel and will allow you to reach prospects wherever, whenever.

 

  • Around-the-clock sales

Having a website will put your business in a position where it can engage with and sell to prospects around the clock, and being online will increase your business’ exposure and help it to generate new customers. With a website, a small business can quickly become an international business as it’s visible worldwide and start to grow and scale its activities. Of course, your website must be equipped with content and the right tools if it is to capture the interest of website visitors and encourage them to engage.

 

  • Accessibility and engagement

Your website is online and accessible 24 hours a day, every day of the year – and it’s your best resource. Prospects can visit your website out of hours for support or information about your products and services when it’s most convenient for them. In contrast to only being able to call you during office opening hours, your website provides a way for prospects to “get in touch” without having to actually get in touch.


Investing in a website for your B2B company is the best thing you can do right now if you haven’t already. As your business grows, so too does your website. If you can configure your website correctly and set it up so that you can move website visitors through the sales cycle and encourage them to engage with your business, you will quickly generate sales leads and revenue.

Setting up a B2B website isn’t easy – but we can help build, manage and enhance it for you.

 


 

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by Georgiana Verdonk-Sim

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