Today's market is dynamic and requires an agile and creative online presence, even for B2B companies. Let's discover the characteristics of an effective B2B corporate website, and some of our best projects - including those awarded at the International Key Awards in recent years!
There are different types of websites, from e-commerce to blogs. A B2B (Business-to-Business) corporate website is a company's website, designed to interact with other companies and present products, services, and solutions.
To better understand what a B2B corporate website is, and how it should be made to be effective, let's start with the buyer journey funnel. The B2B corporate website is one of the touchpoints of the consideration phase. I've heard of company X, maybe it inspires me, I go to the website to see if it's right for me.
It is therefore a tool for building and confirming the company's reputation, aimed at generating traffic of fundamental importance, because these are potential leads.
The messages of a B2B corporate website should therefore be as precise and targeted as possible, speak to very targeted users, and respond to very specific needs.
To obtain this starting point, we work in Design Sprint! B2B Website mode, identifying and analyzing the personas and their needs at each stage of the journey, to define the most effective content for the company's specific target.
Every B2B corporate website is a world of its own (every persona is a world of its own). But we can look at some of the aspects and features that, in general, are good to keep in mind when building a B2B corporate website.
In B2C there are many possibilities to obtain a striking, convincing, and effective website. In B2B, on the other hand, no jokes: the first impression must be clear, precise, and to the point. Immediately explain the product or service being sold (usually complex things), and to whom.
Who we are, what we do, how we do it - mission, vision, values, company history. All of this must be communicated in the dedicated section, and made perceptible throughout the site, in order to make it clear why you should choose us and not someone else.
In the case of Bitron - a B2B company in the mechatronics sector - we worked to position the brand as an expert partner capable of providing consultancy: discover the project.
For Comau, on the other hand, we created an international presence capable of positioning itself in a strong and decisive way: here is the case study.
Let's go back to the funnel. The user who lands on the site is typically a user who is evaluating whether to choose us. This is why it is necessary that the site includes dedicated sections to find out more about the services and products offered, with the possibility of going into detail, even in the smallest details if necessary.
Other fundamental elements to gain the user's trust? Case studies and testimonials!
When product narration becomes an experience: discover our work with Rollon, also awarded at the Interactive Key Awards 2023.
Transforming the product into a 360° service? Find out what we designed for Demak Group, and what solution we found for IPI Agency.
White papers, industry studies, educational blogs, videos: any content that can offer real help to the user is added value for the site. As well as an opportunity to collect leads.
Integrating the site with logins dedicated to customer areas is a strategic move: on the one hand, it offers a real service to the user, who is able to see personalized content and have their data under control. On the other hand, it allows the brand to obtain information about the user and be able to profile them more precisely.
Find out how we designed this integration for IVECO, in the new MyIveco reserved area.
Another section that generally cannot be missing, and must appear clearly and easily during navigation, is the contact section. This must contain all the information to contact sales representatives, request a follow-up call or a quote.
So far we have seen the content and sections that should be present in a complete B2B corporate website. But today all this, even if built according to strategic reasoning and persona analysis, cannot ignore content personalization.
Personalization that not only concerns the website, but also involves other channels, characterizing the entire user experience. Let's see some ways to achieve this result.
We talk about content targeting when users see/receive content that they find interesting for themselves, on a personal level. This happens on the one hand thanks to the use of keywords, both within the pages of the website and in advertisements, and on the other hand through the construction of targeted content that is able to respond precisely and completely to the needs of the keywords used in the search or during navigation.
We worked in this way on the new Iveco.com, awarded at the IKA 2024!
By marketing automation in the strict sense we mean all those software or CRM – Hubspot, Salesforce, Microsoft Dynamics – used for the purpose of automating the marketing process. For example, email marketing, social media posting, and campaigns. This, in addition to clearly making processes faster and more efficient, also allows for the creation of a much more personalized user experience thanks to the ability to deliver precise content punctually by quickly analyzing large amounts of data in the database.
This is what we did for Megadyne, devising a new lead management process to automate data transfer.
A special mention for the use of AI in marketing automation was also given to us at the IKA 2024 with the Case IH project.
Today it is essential to keep up online, and the B2B corporate website is a particularly important touchpoint because it has the task of building and strengthening the company's reputation, and therefore "convincing" visitors to become leads. For it to be effective, the B2B corporate website should:
Call us and we will be happy to discuss your project!