Businesses that exclusively work with other businesses — known as business-to-business, or B2B for short — make up just over 23% of all companies in the U.S. These businesses speak directly to other companies that need to buy their products or services, which requires quite a different marketing approach than companies that sell items directly to retail customers. Those differences are clearest on a B2B website, which is hyperfocused on the needs of other businesses. Explore this guide to learn more about B2B website features, discover how to build a B2B website, and get some examples to help jump-start your own ideas.
B2B websites are sites built for the purpose of a business selling to another business. Unlike a business-to-consumer (B2C) website that sells products or services to retail customers, a B2B website markets its offerings to other businesses — its main client base.
What does a B2B website need to feature to win new clients? The following features communicate professionalism and trust, two core values businesses look for when evaluating vendors.
Business owners and decision-makers want to find information quickly and easily. A clean website that clearly labels its pages goes a long way in making that happen. Easy-to-read font selections, a well-organized menu with clearly labeled pages, and a responsive design that works on smartphones and laptops all make for a positive user experience.
It’s not just about how you write something, but what you include, too. Visitors expect to see About, Services, and Contact pages on any website they go to, for example. Be sure to include these pages in your menu so visitors can easily find this common information.
Your brand identity is much more than just a logo — it encompasses everything your brand says or does. Your business’s website is the perfect place to showcase your brand identity and present a cohesive, professional image that impresses potential customers. The colors and fonts you choose, along with how you talk about your business, are among the branded elements that you’ll use to communicate an established brand identity to visitors.
How can your products or services help a potential client perform at their best? That’s the most important message to deliver to website visitors. To that end, your site should illustrate why your product or service is worthwhile by detailing your main features and highlighting what makes you different. And since most people don’t linger on websites long enough to read every page, positioning that information front and center is vital.
Interesting and informative content can convert a skeptic into a believer. Leverage your blog to discuss different topics and situations that relate to your core services or products and keep visitors engaged. You can also utilize helpful graphics and videos to get your point across. The key here is quality: Take the time to produce something that’s well-researched, unique, and adequately conveys your values.
A call to action (CTA) describes the step you want a visitor to take after they’ve visited a page on your website. A visitor clicks on the CTA, and from there, they’ll be directed to the action you want them to take.
A CTA should align with the goals you set for your website, whether you want to generate leads or increase demo signups. You have a lot of options for call-to-action buttons, and there’s no right or wrong way to select one. Ultimately, it all hinges on how you want the site to work for your business. Some common calls to action include "Contact us,” “Request a quote,” and “Sign up for emails.”
Also called customer reviews or social proof, testimonials from happy customers show potential clients that you’re a trustworthy company. Most visitors who come to your site are more likely to become a customer if they see good reviews. Take the time to ask current clients to submit a testimonial about how your product or service has helped their business.
Case studies go a step further than testimonials. This type of content details how your product or service solved a current client’s pain point. They break down the dilemma a client was attempting to solve and then discuss how your product or service was the right solution for them. This powerful B2B website feature clearly showcases not just what you do, but how you go about doing it.
Trust logos are icons placed on your site that communicate authority and trust to visitors. These can be associations you’re affiliated with, awards you’ve won, clients you’ve worked with, or platforms with which your product or service integrates. Typically placed on the home page, these badges can be quite effective at demonstrating to visitors that businesses just like theirs have entrusted their needs to your company.
Take a look at some great B2B websites to get inspiration for designing your own.
Right away, the content on Stripe’s homepage states who their product is for: businesses of all sizes who conduct sales online. Trust logos tell visitors off the bat which other clients use the payment software platform, while a combination of text and visual aids delivers quality, concise content to visitors. A thorough footer at the bottom of the website links to relevant pages so visitors can easily find what they need.
A big, bold statement greets visitors to the Veriff homepage and clearly states what the company offers — AI-backed identity verification tools — and the pain points it addresses. As visitors scroll down the homepage, they get an easy-to-digest breakdown of the benefits of AI-backed identity verification. A “sticky menu” stays on the top of the page as visitors scroll, so they can get back to the menu at any time. And the call to action on the upper-right corner directs people to their sales department with a fun-yet-effective “Talk to us” message.
Just like Veriff, Blackbaud prioritizes a sticky menu and an effective call to action right at the top of the site. The company, which focuses on providing tech solutions to not-for-profit organizations, relies heavily on social proof on its homepage, highlighting the companies it works with and testimonials from customers. This gives visitors a clear idea of the results it can produce for its clients.
This writing tool uses calls to action to steer people toward signing up for their free account. Without scrolling, visitors can click or tap the “Get Grammarly — it’s free” button that takes them right to the signup page. A helpful GIF on the “hero” area of the home page shows Grammarly in action, so visitors can get a clear idea of how it works. Interestingly, Grammarly foregoes a menu at the top of the site for a robust footer with handy links.
The ubiquitous sales software platform gets right to the heart of the matter on their site. The first section features the types of tasks Salesforce can tackle and some of its most recognizable integrations. Two calls to action are present, too: one that takes visitors to a demo, and another that lets them sign up for a free trial. All the information helps get visitors to the main goal: partnering with a platform that saves them time and money.
Businesses have multiple moving parts, not all of which “talk” to one another. Zapier, an app integration technology, structures its B2B website to help illuminate how it solves that problem. The navigation bar highlights how the platform works, resources for further understanding, and a list of apps that work with Zapier — all essential information a visitor needs to know before making a decision.
Buffer uses its content and design to make it crystal clear to visitors that their tools help manage social media across many popular platforms. An intuitive design leans on fun graphics to communicate how the platform works and how it simplifies social media management for its users. Interspersed are trust logos and testimonials from happy clients to reinforce the message: Buffer makes marketing easier.
This project management software puts common business pain points — teamwork and communication — front and center. Its content-heavy menu is easy to navigate thanks to clear explanations and icons that help illustrate the purpose of the content within. With two calls to action to get started, visitors can easily navigate the platform on their own to decide if it’s best for them.
The 3D metal printing company takes a relatively new concept and breaks it down in a way that visitors can understand. Coupled with an informative video, the site’s hero area features a quick summary along with a call to action. A well-organized menu includes information both for current Ultimaker customers and those who are considering incorporating the technology into their businesses.
This cloud-based video management platform is built to simplify video production. The company immediately introduces visitors to their product with a link to a helpful instructional video — great content for those new to video management projects. Their site relies heavily on social proof to showcase their features and benefits for potential new clients. A link to case studies details more customer stories and demonstrates how the platform helped their clients coordinate projects despite significant logistical challenges.
Ready to get started? Here’s a quick cheat sheet for building an effective B2B website of your very own:
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