Inbound Marketing for Manufacturers Blog

    How to Build a B2B Website Strategy That Works for You



    9 minute read

    “Our company has a website.”

    If that’s all you can muster when someone asks you about your online marketing efforts, you may have a problem.

    Perhaps your problem started years ago when you were told you have to have a website “these days.” So your website was created or redesigned with little thought about B2B growth strategies. And now it’s been ages since anyone has updated its content.

    You don’t sell anything on it. You have a long sales cycle that depends on a lot of offline relationship building. So why make your website a priority today? 

    Because potential leads could be coming to your website for solutions to problems that you can solve -- even long before they’re ready to buy. If they can’t find the information from you that moves them closer to a solution, they’ll look elsewhere. 

    Having a B2B website strategy is crucial for turning potential leads into clients and keeping clients satisfied. 

    Tips For Developing a B2B Website Strategy 

    Businessman using smartphone against website interface

    B2B website development takes serious consideration. At a minimum, websites should: 

    • Work across all devices (desktop and mobile)
    • Have thoughtful, customer-centric content
    • Make it easy to find important information  

    However, that isn’t always the case.  

    Don’t Forget About Mobile Viewing

    In a world where nearly everyone has a mobile device in their pocket, optimizing your webpage for mobile seems like a no-brainer. After all, 61% of U.S. website visits came from mobile devices in 2020.

    Big menus, small buttons, and desktop-only formatting make for a terrible user experience for mobile viewers. However, it’s never been easier to make your website mobile-friendly, so there’s no excuse for having your website display poorly on a visitor’s smartphone.

    Optimizing for mobile means more than simply making a few aesthetic tweaks. A site’s mobile version should build a customer journey that’s responsive, relevant, actionable, and frictionless. 

    Google indexes your site based on how it’s rendered on a mobile device, so test your website on a smartphone or tablet before sending it out into the world. This also helps your mobile experience look like a priority rather than an afterthought

    Put Some Thought Into Your Content

    People come to your site looking to see how you can solve their problems. Engaging and helpful B2B marketing content keeps people on your website longer and helps them along their buyer’s journey. Putting up content for content’s sake is not helpful. Develop a B2B content strategy that focuses on attracting great-fit visitors and converting them into leads to pass onto the sales team.Thinking woman in glasses looking up with light idea bulb above head isolated on gray wall background

    Let’s say a visitor comes to your services page. You’re not helping them by only giving them a picture with a one-sentence description. Give visitors information on benefits, applications, and even drawbacks that will help them in their buyer’s journey

    There’s not a one-size-fits-all number when it comes to content length. Having at least 350 words is a good benchmark. This gives your content a little weight and could be sufficient in addressing a visitor’s need. Certain content, like in-depth blog posts, may require 1,000 words or more to quench the reader's thirst for knowledge, depending on your industry and buyer persona.

    Longer content tends to perform better for search engine optimization (SEO), but no one wants to read your 20,000-word tome on your latest product or service. Consider breaking up super-long content into a pillar page or a premium offer, like an e-book. 

    Don’t Bury Important Information

    People are coming to your site with a variety of needs. 

    How do visitors get in touch with you? Who do they get in touch with? Can they set an appointment with you? Where are you located? Which industries do you serve? What’s your radius of service?

    Don’t make visitors hunt for this information. Make it really simple to find, or they’ll get frustrated and look to a competitor’s site. 

    Address, or no Address?

    Your visitors may never stop by your company, so it seems like including your address on your website isn’t really necessary. But having your physical address on your site adds credibility. 

    Your location may be a draw for some visitors. Maybe they like supporting a local company or giving business to American manufacturers. Maybe a physical location helps convince them you’re a stable, long-term solution that didn’t pop up overnight. 

    But, don’t let your address be the only contact information you show. Your phone number, your email address, your social media accounts are also important. 

    Design Matters

    There are plenty of stylish websites out there. You don’t necessarily need to build yours from scratch. Take some inspiration from other great website designs. 

    Your website should match the expectation of your user. Say you’re a machining company, and you see an elegant, trendy site for an architectural firm. You may love the look, but does this align with your industry or your customers? Research what visitors expect from your industry -- both in aesthetics and functionality -- or you may end up turning them away. 

    Artist using graphics tablets sitting at desk

    Don’t be afraid to seek professional help when it comes to web design. Companies like Wix, Squarespace, and GoDaddy have made web design more accessible to the average person. But, just because you can do it doesn’t mean you should. 

    protocol 80 has moved several clients from the above-mentioned companies due to their limitations. They may not support e-commerce or blogging in the way a client likes. Clients may not be able to customize templates as they want. Web designers can help you build a site that’s customized, aesthetically pleasing, functional, and strategic.

    Important Assets for Website Creation

    Building a website that drives traffic isn’t easy. You’ll need:

    • A quality hosting account: i.e. HubSpot or WordPress.
    • Quality content: Engaging and informative text, images, and video should be part of your B2B content strategy. 
    • Secure Sockets Layer (SSL) certificate: Google won’t rank you without a secure website. 
    • Contact Us or Request For Quote (RFQ) forms: Forms for any conversion opportunity, really, are the key to growing revenue through your website.
    • Blog functionality: Content drives traffic and leads. Develop a B2B blog strategy. Make sure your blog is optimized for SEO.
    • Google Tag Manager: You can track how well elements of your site perform. (Why would you have a website without this?)
    • Web developer: In-house/outsourced, whatever. Just get one, or you’ll burn valuable resources. 
    • A good domain name: Something that represents your business.  
    • A cup of coffee: Or, maybe two. Or, more. 

    How Can I Better Optimize My Website for SEO?

    If you want more traffic on your website, you need to make sure people can find you. You want your website to appear at the top of search results. You’ll need to make some adjustments to your site and the way you write copy. 

    Don’t just guess what adjustments should be made. Run your website through an SEO tool. You can’t see everything that needs adjusting with your own eyes. The tool will catch what you can’t see. Companies like HubSpot and SEMrush have website grader tools. You should aim for an optimization score of 92% or higher. 

    However, tools can’t tell you everything. Consider doing buyer interviews and asking customers if your website still serves them. If your market has changed, consider how to reposition yourself in that market. 

    For example, we have a client who recently has amped up their emphasis on helping engineers in the electric vehicle space, which wasn’t their priority when we started with them 4 years ago. We need to optimize their website from both a technical and a positioning standpoint.

    Also, SEO ranking is determined by several factors, so pay attention to your: 

    • Page’s speed 
    • Title tag 
    • Meta description 
    • Headings 


    We Don’t Sell on Our Website. Why Do We Need One?

    Your customers may not fill a virtual shopping cart on your website. But they’ll most likely spend significant time on your site before deciding to purchase from you.Young man using a laptop building online business making dollar bills cash falling down. Beginner IT entrepreneur under money rain. Success economy concept

    In fact, B2B clients are 57-60% through the buying process before they talk to a salesperson. They have a problem. They Google it. They research. They may even submit their contact information in exchange for an e-book you published. Now you have a lead -- maybe not one who is ready to buy, but one you can nurture. 

    The sales process starts online, whether you like it or not. And if you're not using your website to attract leads, you’re leaving leads on the table for your competitors to grab.

    Your Website Is a Revenue Generator

    When it comes to your website, don’t just wing it because you feel obligated to have one. Make sure it’s professionally designed and easy to navigate, with informative content that facilitates lead capturing. 

    Use tools that show you how your website is performing and how to best optimize it.

    Don’t let your website be an afterthought. It should be the centerpiece of your B2B growth strategies. Potential clients are searching the internet for answers that you have. Be ready to guide them to a solution.


    Optimize Your Website. We can help!

    Need help getting your website up to speed? We’ll give it a look-over and show you where you can optimize your website for attracting great-fit traffic and leads.

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    Looking For a Deeper Dive?

    For a deeper dive into the topic, watch the video version of this article above. Josh Curcio, COO and partner at protocol 80 (and self-proclaimed HubSpot expert), and Holly McCully, inbound marketing consultant at p80 (and niche inbound strategy expert), talk about B2B website development and some website faux pas.

    They talk with Donny Kemick, president, CEO, and founder of protocol 80, who shares his 20 years of B2B expertise in website development.  

    Topics: Websites Design Mobile B2B Inbound Marketing Inbound Sales Whale Watching

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