B2B Website Content: What Pages Every Site Needs to Succeed
Your website is only as good as the content that’s on it. Without the right B2B website content, your site can’t do its job. It can’t properly introduce your brand, products, and services and convert interested audiences into paying customers.
Strategic B2B website content is essential, yet we’ve seen too many brands rush through the process of creating content and overlook its value. This is a mistake.
Let’s look at why B2B website content matters, and how you can use our step-by-step process for creating content that will make your website a major marketing asset for your brand.
Why Does B2B Website Content Matter?
Your website is your brand’s homebase. It’s what all of your marketing and advertising messages point to. It’s where you centralize your marketing messages, and it’s where customers go to learn more about you.
The content on your website is important because it supports the entire sales funnel:
It helps people discover you through search engines
It helps people learn more about you and your offerings
It converts audiences into leads
And, it turns prospects and leads into paying customers
Your website needs content that supports each part of this sales funnel. It’s not enough to only have four or five pages on your site. A Hubspot study of 3,400 marketers found that a website that has 51-100 pages generates 48% more traffic than a website that has <50 pages.
You need B2B website content to support brand awareness, lead generation, sales, and lifetime marketing initiatives. Let’s look at how you can create this type of B2B website content.
Related: Does Google View Your Site As Relevant? How To Know.
How to Create Effective B2B Website Content
Use this simple step-by-step framework to create effective B2B website content.
1. Start with a strategy.
Before you begin writing your website content, start by outlining a strategy. Create guidelines that will direct your upcoming content creation.
Audience: Define your audience. Who are they? What do they need and want? What do they think about and value?
Offerings: List everything your business sells. How can you organize those items on your website? Which products or services need their own landing pages? Which are the most important offerings and need to be the easiest to find?
Unique Selling Propositions: Identify your unique selling propositions. What makes your brand and offerings different from your competition? Why would someone choose you over a competitor?
Key Messaging: Outline the key messages you want to repeat throughout your marketing materials. How do you describe your brand, products, and services? Do you have any taglines or sales messages that are unique to you?
Conversion Points: Decide what you want audiences to do when they get to your site. List all conversion points (joining your email list, buying a product, contacting your company, etc.) and identify the funnel that will lead to each one.
The answers from this exercise will direct the rest of your content creation.
2. Lay out your sitemap.
In the simplest terms, a site map is an outline of the pages on your site. To decide what B2B website content you need, start by creating a site map that lists the pages that you will need.
Every website will need a:
Home page
About page
Contact page
From there, identify what other pages you need for your specific business. You may also need:
A primary offering page that lists all of your offerings
Individual offering pages
Industry pages that showcase the different type of customers you have
Blog posts that engage, inform, and educate your audience
Results pages that showcase your work via portfolios, testimonials, and case studies
If you are launching an e-commerce website, you will need additional pages such as:
Product pages
Shopping cart
Checkout page
Keep in mind that you don’t need to create everything right away.
Create your outline, identify the pages you need to launch, and then create a plan to continue to build out your site.
3. Start with your homepage content.
The homepage of your website will likely be the most visited page on your site. Start your B2B website content creation here.
Use your homepage copy to drive audiences through a funnel to your other pages and ultimately, a conversion point. Clearly speak to your target audience and explain:
What you do
How you do it
Why you do it
Who needs it
Start with home page copy and then go back to form a website design around your copy points.
4. Create other core pages with clear call-to-actions.
From there, begin to create other key pages on your website.
Start with the pages that will be most important to your audience and customers. These are the pages tied to your core offerings and industries.
As you create additional pages, remember that every page is a part of your sales process.
Give each page a conversion point. Know what you want audiences to do when they reach the end of each page, and end each page with a clear call-to-action that tells audiences what to do next.
Related: 4 Tips For Increasing Conversions on Your Website
5. Continue to build out your content.
Once you have essential pages on your site, begin to build out your B2B website content even more.
Develop a content marketing strategy and add blog content and additional landing pages for more defined and specific offerings and audiences.
Additional content boosts search engine optimization, helping your website show up more often in search. It also gives audiences more content to explore, helping them get to know your brand, offerings, and problems that you solve. It builds trust, establishes your reputation, and helps customers decide that you are the right partner for them.
Create Better B2B Website Content
If this exercise made you realize that you have been neglecting your on-site content strategy or that you need to rework the pages on your website, let’s talk.
SpotOn Digital Media works with brands to go through the steps outlined above. We can work with you to develop a content strategy and then assist with the execution of creating landing pages and blog posts that will drive interest, conversions, and sales.
See how we can assist with your B2B website content creation. Contact us today.