{"id":22629,"date":"2024-10-25T08:30:58","date_gmt":"2024-10-25T12:30:58","guid":{"rendered":"https:\/\/hingemarketing.com\/?p=22629"},"modified":"2026-03-10T12:10:26","modified_gmt":"2026-03-10T16:10:26","slug":"b2b-website-strategy-best-practices-for-user-experience","status":"publish","type":"post","link":"https:\/\/hingemarketing.com\/blog\/story\/b2b-website-strategy-best-practices-for-user-experience","title":{"rendered":"B2B Website Strategy: The Expertise Driven Sale"},"content":{"rendered":"

Every business needs a website. But not all websites are created equal. Many are designed and developed without a thorough understanding of the way people use websites to make buying decisions. In fact, the way your site is built can have a powerful impact on your business \u2014 for better or for worse.<\/span><\/p>\n

In this post, we\u2019re going to focus on a particular subset of B2B websites: websites that promote service businesses, especially those that rely on their expertise, reputation and trust to thrive. That said, most of these guidelines apply to any business website.<\/span><\/p>\n

Let\u2019s begin by getting our terms clear.<\/span><\/p>\n

B2B Websites Defined<\/h2>\n

A <\/span>B2B website<\/b> (or business-to-business website) serves companies that offer products or services to other businesses.They are distinguished from websites\u00a0 targeting individual consumers (B2C or business-to-consumer websites) or government entities (B2G or business-to-government websites).\u00a0<\/span><\/p>\n

A<\/span> B2B website strategy<\/b> is a document that captures the role, goals, and major functional and design characteristics of the business’s website. It is useful to guide the design and optimization of the website.<\/span><\/p>\n

The B2B Website Meets Expertise-Based Services<\/h2>\n

Many of our readers come from the world of professional services, where <\/span>expertise<\/span><\/i> is the product. From legal and accounting to construction, consulting and technology services, the knowledge and experience of the firm’s professionals makes all the difference. In fact, most B2B products and services become far more valuable when they\u2019re combined with expertise.<\/span><\/p>\n

But marketing expertise is very different from promoting a tangible product. The problem is that many people need to experience a firm\u2019s expertise before they buy into the hype. You see, they\u2019ve been burned before by B2B companies that fail to deliver on their promises. Also professional services firms often have trouble articulating how they are different or better than similar-looking competitors. Finally, they frequently struggle to communicate their full range of services. As a result, a client may hire them for one service and forget that they offer other services.<\/span><\/p>\n

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Download the Lead Generating Website Guide for Professional Services<\/a><\/p>\n<\/div>\n

A carefully conceived, designed and built website can address all of these challenges. Best of all, it can also attract a new universe of prospects \u2014 and, over time, turn them into leads, opportunities and new clients.<\/span><\/p>\n

Before we dive into the process of developing your website, let\u2019s explore the strategies that pull it all together.<\/span><\/p>\n