Websites have played a very important role in recent years as they have begun to shift to digitalization, and many B2B companies are already embarking on their operations. Even in Thailand, which has a population of 69 million, the smartphone penetration rate has reached 97%, and one for each person has become the norm, and an environment is in place where anyone can easily browse the Internet.
Until now, many B2B companies have adopted the outbound visit sales method, but due to the use of the Internet in the business scene that has become commonplace, the number of corporate personnel who collect information online has increased, and direct visits are required. There are an increasing number of cases where inquiries through the website lead to business negotiations. For this reason, corporate websites that have only unilaterally displayed corporate information, product materials, etc. have become an issue that needs to be drastically reviewed and improved. According to a Forrester 2019 survey, 60% of corporate buyers say they don’t choose sales reps as their primary source of information. In addition, it seems that 62% of the companies answered that they can narrow down the products to purchase based only on digital contents and select the supplier list. Websites are becoming an essential marketing tool for B2B companies. We will introduce 5 most essential points to make a successful website for B2B companies.
1. Setting up clear objectives and goals
The purpose for a website is not just to renew, but to produce business results by operating a new website. For example, in the case of a B2B company, the purpose of the website may be to generate “inquiry” or “request for materials”, etc.
Objective = Achievements you want to generate on your website = Increase inquiries. Obtained 5 inquiries a month
How to = achieve the objective = Increase the number of accesses, improve CVR (set the numerical value clearly)
In addition, since the website is a platform to connect with customers, it is important that the structure is easy for the user to understand, that the content that the user needs is placed, and that the lead to the inquiry is properly set. It’s important to design properly from the user’s perspective, not just a well-designed site. After the website is released, we will need to continue to operate a successful website by grasping the behavior of users on the site by access analysis, finding issues that hinder conversion, and running a PDCA cycle that leads to improvement measures. To go.
2. Know your company’s issue
After setting objectives and goals, clarify the current issue analysis. It is to clarify the “problems” of what is an obstacle to achieving the purpose and what needs to be done concretely. We will grasp the issues and put the measures into practice.
For example, if the objective is to “increase inquiries”, you have to analyse your company situation. If you are new in Thailand or people in Thailand are not familiar with your company, the strategy is to raise awareness to increase the population parameter as a first task. Also, if you are aware of it but the number of inquiries does not increase, analyze the current situation such as how your website will be displayed on the search result screen in the first place, and what you should do to be displayed at the top of the search results. You can think of making a strategy.
3. Know your products/services and who your target audience is
Once you understand your company’s issues and formulate a strategy that meets the issues, you can make a concrete plan for building your website. Clarify the products and services you offer and the target customers you visit your website. B2B companies’ websites are the point of contact for potential customers looking for your products and services. It’s important that the information they’re looking for from the perspective of that prospect is well organized. Customers are looking for information to solve their problems and then consider purchasing a product or service. For example, if there is a problem such as “the cooperation between departments is not well established and time management is bad”, it will lead to the introduction examination and investigation for the solution such as “Is it time to consider a new production management system?”. By posting on the website in an easy-to-understand manner what kind of issues the target customer has and how their products and services can contribute to the solution, it will lead to inflow to the company’s site. By understanding the behavior patterns of customers, it is possible to design policies and build a website with better results.
4. Design that emphasizes the message
The website is for the users to use, so it is important that the design is easy for the user to see. Here are some points to keep in mind when designing websites for B2B companies.
- Whether the design clearly conveys what kind of company is in First View
- Whether the design is designed so that site visitors can find information without getting lost
- Whether the design conveys a sense of reliability and trust
- Whether the design has a CTA button (Call To Action button)
- Whether the design is easy to read even on mobile devices
All of the above elements should be included in the design so it could better lead to conversion.
5. Continuous website management
Launching a website is not the end. The most important thing is to keep the website running properly even after it is developed and up on production. Websites are meaningless unless they are seen by users, so we need to aim for websites that get accessed by users. When building a new website, it is also necessary to consider how to attract customers to the site. There are various methods for attracting customers to the website, such as advertising, SEO measures, posting on SNS, and distribution of press releases, but from the perspective of continuously updating the quality of the entire website, the information that users are looking for. Keeping updating with blog content etc. is the most effective in connecting to the top display of search results.
For example, the following content update example can be considered.
It is necessary to keep in mind to update notifications such as service function additions and event information from time to time. If the news is outdated it will effect the user’s trust and impact on the search engine optimization.
By increasing the number of case study articles on a regular basis, the site will be easy to use when proposing products and services. It also makes it easier for users to imagine what they would get after getting the products/services in their case.
Keeping your content updated is important to increasing the influx of organics (visits from keyword search results).
In addition, in order to achieve the desired results in continuously updating such contents, we will repeat the cycle of periodically analyzing the access status, recognizing issues and making improvements. Is important. In access analysis, it is necessary to refer to general numerical values such as PV (number of page views), UU (number of visitors), bounce rate, conversion rate, etc., but from the analysis results, make a hypothesis that will be a problem, solve and improve It is important to reflect the work in the plan. For example, if the bounce rate is higher than others only when the advertisement flows in, it is hypothesized that the advertisement and the transition destination page may not be compatible. If the ad design or message is not suitable for the target user, it is necessary to take measures to change the ad design, and it is also necessary to consider improvement on the transition destination page.
We have introduced 5 points to make the website of B2B companies successful. It is important to continuously update the information necessary for service examination and optimize while turning PDCA while responding to changes in the market and customer needs. At our company, we are constructing and operating a website that produces results after solidifying the purpose and content of the website while hearing about your company, your service, the target of appeal, competitor information, etc. From the planning stage, we will properly pack and shape the website for solving your problems. If you want to create a website but don’t know where to start, or if you have a website but the results are not good, please feel free to contact us!