4 Top Reasons Why B2B Companies Should Have a Good Website

By Ashley Orndorff, aka Marketing Geek Example of responsive design

If you have a business, you should also have a website for it. Most businesses realize the internet is far too big of a channel to ignore and they do have a website. However, there are plenty of businesses that throw together a website just to have something online and think that’s good enough. There’s also an outdated idea still floating around that ecommerce and any business online is better-suited to B2C companies instead of B2B. But, good websites matter for B2B companies as well. Here are a few top reasons why B2B companies should have a good website:

1. A Good Website Adds Credibility to Your Business

A website that is poorly designed, doesn’t function well, and operates only as an online billboard doesn’t do your business much good. Business decision-makers search for information online and prefer getting company information through articles, blog posts, or websites instead of ads.

A well-built website populated with the information your potential customers are searching for provides a way for them to connect with your business on their terms. Additionally, a good website performs better than a poorly designed one and represents your business better.

Plus, a well-designed website that offers a good user experience adds credibility to your business, especially for decision-makers who are unfamiliar with your brand. This is something to consider when you are weighing a website builder vs template website vs custom website for your business. A good website is essentially online proof that your business exists and can become an ambassador for your brand.

2. It’s an Owned Platform to Showcase Your Business

A good website for your B2B business is a platform you own where you can showcase your business and your work. Depending on your type of business, this could be featuring products, case studies related to your services, testimonials, informational content, and more.

This allows you to show potential business customers what your business is all about and how you can help them in an open, welcoming manner that isn’t pushy. It’s a great option to capture the attention of decision-makers who are at the beginning of the buying cycle and just doing research that you may not have been able to connect with otherwise.

3. Your Content Can Create Value for Customers

Your website can also become a valuable content hub for potential customers. A blog attached to your website gives you the opportunity to use informational articles to add fresh content to your website, build authority and brand awareness for your business, and provide various new opportunities for your target audience to find and connect with you.

You can also add content to your website that can create transactional opportunities for your business like support documentation available for download, forms for event ticketing, upcoming and past webinars, and other resources that your potential customers will find valuable.

4. Ecommerce Can Increase Revenue and Customer Retention

Not every business has a service that is conducive to ecommerce, but several B2B companies do and avoid it because they are “business to business”. Your business may be B2B, but you’re still dealing with people, and people make online purchases.

Not all of the businesses you work with will purchase from you online and may choose to maintain their current purchasing process; however, if you don’t have an ecommerce option available, you’ll miss out on all of the contacts that would purchase directly from your website.

By upgrading your website to have ecommerce functionality, you will offer a conversion pathway for contacts who want to purchase from you immediately. Plus, you’ll provide an easier way for current customers to continue working with you. You’ll still have the option available for businesses that need a longer buying cycle to work with you directly, but you’ll be able to capture those on a shorter cycle too.

These are just a few of the reasons why B2B companies should have a good website. A website that is built to represent your business, looks good, and functions well will benefit your business more and more over time. How is your current website performing for your business? If your website needs some work to be worthy of representing your business, contact us for a meeting of the MINDs to get it up to date.

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