Creating a B2B website that is converted does not require as many pages as you may think. While it is tempting to create content for every possible audience and for every case of use, the data shows that B2B buyer prefer a focused, uncomplicated website structure.
What are the core pages that your B2B website needs?
The exact pages that your website needs depends on your audience, your market and offer. However, there are three essential pages that every B2B website should have:
- Homepage
- Product/service pages
- Conversion page at the end of the funnel
Beyond these core pages, there are several other valuable additions such as price pages and case studies – but they are not essential for every company.
Homepage
Your homepage is often the first interaction that has an interaction with your company. While it has to leave a strong impression, it doesn’t have to tell her entire story. Instead, focus on these key elements:
Clear promise of value
Your homepage should immediately tell what you are doing and for whom you do. Your buyer wants to know this information at a glance. Make it easy for you to see if you can solve your problem.
Evidence
Add relevant social evidence such as customer logos, testimonials or important statistics that build credibility with your target group.
differentiation
Show how to solve your buyers’ problems in a unique way. Instead of listing why you are better than competitors, focus on meeting the specific challenges of your ideal customers. This helps buyers to recognize the value in their solution without feeling under pressure.
Strategic CTAs
Enter clear views that lead visitors to their most valuable conversion points, regardless of whether this will book a demo or show their products.
Product/service pages: meet buyer needs
Product and service pages are the work horses of your website. B2B buyers are usually temporary, informative and task-oriented. They understand their sector and challenges – they are looking for solutions.
These pages must clearly be outlined:
- What you offer
- How it solves specific problems
- Key features and advantages
- Next steps for interested buyers
Do not bury this information under layers of navigation or industry -specific content. Make it easily accessible and comprehensive.
Conversion page at the end of the funnel
Generic “contact us” pages are a relic of the past. They are often all forms that try to serve several purposes – from questions of customer support requests to sales inquiries – which means that they are not optimized for a specific result.
Modern B2B websites require conversion sites that offer both parties a clear value. This could be:
- Book a demo
- Talk to sales
- Start a free trial version
- Request advice
The key is exactly what happens next. Will you get a personalized demo? Advice with an expert? Make it clear and make it valuable.
Side pages: valuable, but not essential
While the core pages we have discussed are of essential importance for each B2B website, there are some other side types that can give a significant value with effective implementation. These secondary pages are not mandatory, but can improve the ability of your website to convert visitors if you match your introductory and buyer settings.
Prize side
If your offer enables transparent pricing, this information can help qualify leads. For complex B2B products or services, however, this is not important in which the pricing varies significantly from the customer.
Case studies
Success stories and case studies build credibility and help to imagine working with them. Although they are valuable, they are not essential if they have other effective ways to demonstrate evidence.
About Us
Your company history and your registration information are powerful elements of building trust. While a special page can work well, you should naturally weave these elements on your core pages. This approach creates a stronger story and strengthens your specialist knowledge exactly where buyers make decisions.
To avoid pages
Creating a B2B website often includes the balance of different stakeholder inquiries with what actually works for your buyers. While certain side types may appear logical from an internal perspective, research and user behavior data tell a different story.
The research of the Nielsen Norman Group shows some interesting insights into the navigation projects of the website. Her studies show that the public -based navigation (organization of content according to industry or sector) often does not effectively include. This corresponds to what we have observed on numerous B2B websites – certain side types below average despite their obvious strategic value.
Industry/sector pages
While it may seem logical to create pages for every industry that you use, the data shows that B2B buyers rarely navigate to these pages. This is often a surprise for companies who see their industry competence as a central distinguishing feature.
The reality is that your buyers are already experts in their industry. You don’t need to explain your sector to you. When you see navigation elements for industry -specific content, you are often unclear about the information you will find there. This uncertainty usually leads you to skip these pages completely and instead opt for clear products or service-focused content.
What we see in Analytics and Heatmap data is that visitors mostly navigate on product and service sites, while industry-specific content only receives minimal engagement. While there may be search options for industry-specific terms that are ultimately worth these pages, you should not be a priority in your first website structure.
Creating an effective B2B website
The key to an effective B2B website no longer has pages – it has the right pages that are structured accordingly for the needs of its buyers. First focus on creating convincing core pages that clearly communicate their promise of values and easily enable buyers to take measures.
Remember your website should reflect on how your buyers actually behave, not how you think that you should behave. By concentrating on essential pages and avoiding unnecessary complexity, you can create a more effective website that actually convert.
