Create a high-performing B2B website: the method that makes the difference
Create a high-performing B2B website: the method that makes the difference
Did you know that by the end of 2025, 80% of B2B transactions will take place online? With complex buying cycles involving 6 to 10 decision-makers, a B2B site must be much more than just a showcase. Here are the essential points to succeed with your B2B site:
- Clear and measurable objectives: Track indicators like conversion rate or organic traffic.
- Market analysis: Use methods like PESTEL to understand your environment.
- Precise targeting of buyer profiles: Adapt your content to decision-makers, influencers, and end users.
- : Clear navigation, simple forms, and responsive design.
- Key features: User account management, bulk orders, and integrated CRM tools.
- : Fast loading times, optimized content, and .
A well-designed site improves engagement, generates more leads, and guides your prospects at every stage. Are you ready to transform your online presence?
Planning your B2B site
Developing a B2B site requires a structured and thoughtful approach. With 49% of B2B spending now done online [4], it's clear that a high-performing website is essential.
Objectives and success indicators
Did you know that 84% of B2B companies use advanced analytics tools to track their results [3]? Here are some key objectives and their associated indicators:
| Objective | Indicator | Tracking Frequency |
|---|---|---|
| Conversion rate | Weekly | |
| Engagement | Average time on site | Monthly |
| Visibility | Organic traffic | Monthly |
| Business performance | Average order value | Quarterly |
An illustrative example: after restructuring its site around clear objectives, Virtual, Inc. saw its organic traffic increase by 107.4% and its page views increase by 114.9% in just six months [5]. This demonstrates how defining specific objectives and regularly tracking them can transform your results.
Market analysis
To understand your environment, in-depth analysis is essential. The PESTEL method is an excellent starting point for evaluating external factors [7]. Moreover, 68% of B2B buyers plan to increase their use of digital platforms [4].
"When designing a B2B site, you create more than just a digital space - you shape a first impression that speaks before a word is even read." - Blue Atlas [6]
With a clear market vision, you can refine your strategies and meet the specific needs of your customers.
B2B buyer profiles
The B2B buying process often involves multiple decision-makers. It is crucial to develop detailed profiles for:
- Main decision-makers
- Influencers
- End users
- Gatekeepers
- Champions
Take the example of Brand24: thanks to the Hotjar tool, they optimized their user journey and increased their conversions by 300% [5]. This shows how adapting your content based on the specific needs of each profile can make all the difference, taking into account cultural and local specificities.
Creating a user-centered site
Optimizing the user experience is a key lever to turn your efforts into tangible results.
An effective B2B site relies on a user-centered approach. Did you know that 77% of B2B buyers find their buying journey complicated? [8] A good site structure can simplify this journey and retain your prospects.
Site structure and menu design
Clear navigation is essential: between 10% and 60% of visitors leave a site if they don't find what they're looking for in less than 15 seconds [10]. Here are some essential elements to integrate:
| Element | Recommendation | Impact |
|---|---|---|
| Main menu | 5 to 7 options maximum | Simplifies navigation |
| Breadcrumb trail | Shows the path taken | Facilitates orientation |
| Site map | In the footer | Provides comprehensive navigation |
| Logo | Clickable to the homepage | Makes navigation intuitive |
A relevant example is Salesforce, which offers a search panel near its main menu, allowing users to quickly find relevant pages [10].
Lead generation journey
A well-thought-out user journey can turn your prospects into qualified leads. To maximize your conversions, focus on:
- Simple and clear forms: Reduce fields to the essentials.
- Attractive content: Offer whitepapers, webinars, or exclusive studies.
- Effective calls to action: Make them visible and engaging.
- Well-designed landing pages: Optimize their design and message.
Mobile optimization and accessibility
With 63% of web traffic coming from mobile devices [9], it is essential to prioritize mobile thinking. Here are some best practices:
- Responsive design: Your site must adapt to all screens.
- Adapted touch zones: Minimum 9x9 mm for smooth navigation [11].
- Visual contrast: Ensure optimal readability between text and background.
- Compatibility with screen readers: Crucial for visually impaired users.
A successful example is parcelLab, which uses a hamburger menu on mobile and tablet, replacing the mega-menu present on desktop [10].
To further enhance accessibility, use resizable fonts and offer customization options, such as choosing colors or text sizes.
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Essential Features for B2B
Once the user experience is well designed and optimized, it's time to add features that meet the specific expectations of B2B buyers. These key elements can transform your platform into a powerful tool tailored to the complex needs of inter-business commerce.
Product Display Options
Product presentation plays a central role in the B2B purchasing process. According to statistics, 75% of B2B buyers consider industry references and distinctions before making a decision [12].
| Feature | Importance | Main Benefit |
|---|---|---|
| Detailed technical specifications | Essential | Simplifies technical decisions |
| Display of SKUs | Essential | Improves stock management |
| Real-time stock counter | Recommended | Helps plan orders |
| Bulk order options | Crucial | Simplifies bulk purchases |
| Product configurator | Optional | Allows for custom personalization |
RocketReach, used by over 21 million users and 95% of Fortune 500 companies, highlights logos of prestigious companies like Google and Ticketmaster to enhance credibility [12].
User Account Features
B2B buyers seek a personalized experience: 72% of them expect content tailored to their specific needs [13]. Here's what your customer portals should include:
- Custom dashboards: for quick access to orders and important documents.
- Transaction history: precise tracking of purchases and invoices.
- Custom catalogs: display specific prices and products for each client.
- Rights management: access control based on user roles.
"B2B brands, once primarily focused on price, are now emphasizing customer experience as a tool for loyalty and growth." - Marketing Week [14]
Sales Process Tools
With 83% of B2B buyers preferring to order and pay through digital platforms [15], it is crucial to integrate tools that simplify the sales process:
- Automated quoting systems: to quickly create personalized proposals.
- CRM integration: ensures smooth synchronization of customer data and opportunities.
- Contract management: enables the creation and electronic signing of documents.
- Collaboration tools: facilitate communication between sales teams.
HubSpot is a good example with its integration of nearly 2,000 different tools, making the sales process smoother and more connected [12].
These combined features strengthen the efficiency of your B2B site, while meeting the high expectations of professional buyers.
Speed and SEO
Loading Speed Optimization
Loading speed plays a key role for B2B sites. Approximately 70% of users state that speed influences their purchasing decision [1]. An ideal loading time is between 0 and 2 seconds to maximize conversions.
| Element to optimize | Impact on performance | Recommended solution |
|---|---|---|
| Images | Very important | Compression and use of WebP format |
| Code (CSS/JS) | High | Minification and grouping |
| Caching | Important | Browser cache configuration |
| Server response time | Essential | Use of a CDN |
Effective technical optimization forms a solid foundation for improving SEO.
SEO Methods for B2B
B2B SEO strategies must consider the specificities of the sector, knowing that 27% of B2B buying time is spent on online research [16]. Here are two main areas to focus on:
-
Technical optimization:
Regularly conduct audits to detect crawl errors, optimize site structure, maintain an up-to-date XML sitemap, and correctly configure the robots.txt file. -
:
B2B sites that integrate free tools see a 40.8% increase in their positions in Google's top 10, compared to only 16.2% for those that do not offer them [16].