skip to Main Content

Creating B2B websites that convert

Businessman selects smiley face icon on screen

How do you optimise website conversions? This is one of the most frequently asked questions I get from B2B clients.

So I’ve developed a handy checklist, which includes some useful tips from the brilliant Making Websites Win book by Dr Karl Blanks and Ben Jesson, founders of Conversion Rate Experts.

B2B website optimisation checklist

  1. Keep wording simple
    Does your website have a clear ‘voice’ and is it readable? Try not to over complicate language and always write from the customer’s (not your organisation’s) viewpoint. Don’t use lengthy sentences, or your customers will switch off or won’t understand.

  2. Make it usable
    Can customers find what they need and do what they want to do? A pretty basic concept, but harder to do well. Website design is key to this. User test everything. Frustrated customers won’t come back.

  3. Make benefits obvious
    Is your value proposition clear? What are you offering, how does this help customers and how is it different from competitors? Make sure the features and benefits of your product/service are expressed in terms of how they meet customers’ needs.

  4. Radiate credibility and trust
    Why would customers trust you? From customer testimonials, independent reviews and social proof; to quality marks, awards and your company’s staying power (for example, number of years trading or steady growth). Make sure your site shows your credibility.

  5. Create a top-notch user experience
    Do customers have a positive emotional reaction to your website? There are so many factors to consider, from the content being useful and users being able to do what they desire, to a pleasing look and feel to your site. If they have a poor experience then you can forget conversions!

  6. Be clever with pricing
    Would you buy something if you didn’t feel it was a good deal? Make sure your offers are appealing. This could include free trials, monthly payment plans or incentives for early purchase. If prices seem scary, customers won’t buy.

  7. Remove customer perception of risk
    What can you do to remove, or at least reduce this? Consider offering a guarantee. This could be around price, satisfaction or payment. 100% money-back guarantees tend to work well if you can offer them. Take the fear out of the purchase.

  8. Design funnels that convert
    How can your site support the path to conversion at the top, middle and bottom of the customer funnel? Being front of mind is key so no matter what the trigger, you’ll be considered. As well as effective promotion, creating a sense of urgency and personalising content is key. We recommend researching these two important factors in more detail.

  9. Give reasons to come back
    What could your site do, to keep customers returning and re-converting? Perhaps offering useful resources, an online community or up-selling and cross-selling products which they would find useful at an appropriate point in their journey? Get customers to come back to your site as part of fostering a long-term relationship. Offer added value and you’ll gain more from each person in return.

So that’s all fairly straight forward then? Well, the good news is that the principles of improving B2B website conversions are relatively simple.

The bad news – as we all know – is that it takes time, effort and user testing to successfully achieve the web conversion rate you’re after. To be great, you need to be methodical about it.

I hope you find the checklist useful and happy converting!

Emmeline Woodward

Emmeline Woodward

Strategic B2B Marketing Consultant and Director of Co-creation Marketing
Emmeline has over 15 years’ experience working across leading business and consumer brands, along with extensive marketing management skills. After leading one the UK's largest integrated agencies, where she was Business Director for Digital and B2B Marketing, she created a new agency model that focused on putting the customer first. She is an expert in B2B Marketing, specialising in marketing strategy and value propositions development.

Back To Top