ABC of B2B Web Development Begins at Home

Author: Mike Connolly

“Good habits begin at home” and they show while you are interacting with people outside. On a similar tone, potential B2B customers are also looking at your website “home” page to decide you as their favorite vendor.

Attention, web developers! Recent studies suggest that a good informative website home page multiplies client revenue and lessen bounces. On the other hand, B2B customers are turned off quickly by lack of quality information on home page and visit rates start to plummet in spite of high page ranks.

In a survey conducted in late 2014, 262 influential B2B marketing professionals from different verticals came together. Asking them about what they wanted in their vendor websites, the buyers gave major importance to the contents on vendors’ home pages. Let’s face it! You have things to sell while they have plenty of choices and very little time. So, the landing page on your website, which comes up first in their view, turns out to be the real decider for their buying choices.

But what are the buyers actually looking for when they are visiting your website home page?

1. Products & Services: It’s a common mistake in Web Development that developers, in the urge of attracting attention of buyers to new offers and product ranges, miss out vital business information in the home page. A flashy website with no clear-cut information on what you do or sell is never going to be accepted by the no-nonsense B2B brigade. The home page needs to have a to-the-point brief description about your business to set the buyers on the right track.

2. Contact Information: Unlike retail customers, B2B authorities have to deal with huge sums of monetary transactions and hence a lot of processing complications have to be handled during each buying decision. So, it is only logical from their side to be sceptical about knowing the vendor before going into a deal. Most B2B vendor websites lack the clients’ preferred validation media – Contact Information. When this key piece of information is left out, clients grow reluctant to the product, however interestingly it maybe showcased in the website. Apart from the ‘Contact Us’ page, web developers need to place a dedicated ‘Call To’ action on the homepage and highlight the contact media.

3. Development Snags: Other than lack of company and contact information, another major reason for clients leaving websites from the home page is design complication. The clients will anyday prefer a website with a simpler interface than wasting time figuring out going from one page to the other and are blocked by pop-ups and animated ads every second. A sturdy website balances subtle design with simpler user functions so that beautification doesn’t become hindrance during the actual business.

4. Diversity: B2B buyers need quick information and make their decisions in real time. They don’t want to read long articles to just get an idea of your product. So, the best way to engage them is through visual contents like video clips, presentations, graphical demonstrations etc. Introduce diversity in your home page contents so that the visitors understand their need for your offered services in the shortest span of time.

A market-specific website is worth more than just a few useful tips and needs thorough brainstorming sessions. Know more about the necessities of B2B Web Development through Lake B2B. We provide dedicated Web Development campaigns that are in sync with today’s B2B crowd. Get in touch with us at 800-710-5516 or write to us at [email protected] for further details.