{"id":5216,"date":"2022-03-24T08:00:00","date_gmt":"2022-03-24T12:00:00","guid":{"rendered":"http:\/blog\/story\/7-b2b-website-best-practices-to-enhance-your-online-presence\/"},"modified":"2025-11-05T09:01:54","modified_gmt":"2025-11-05T14:01:54","slug":"7-b2b-website-best-practices-to-enhance-your-online-presence","status":"publish","type":"post","link":"https:\/\/hingemarketing.com\/blog\/story\/7-b2b-website-best-practices-to-enhance-your-online-presence","title":{"rendered":"7 B2B Website Best Practices to Enhance Your Online Presence"},"content":{"rendered":"

If you\u2019re in the professional services industry, you already know that the competition today is fierce. What many executives <\/span>don\u2019t<\/span><\/i> know, however, is just how critical a B2B website’s best practices are in helping professional services firms stand out from the rest of the pack.<\/span><\/p>\n

So, how important is it? <\/span>The Hinge Research Institute<\/span><\/a> has found that 82% of professional services buyers check out a firm\u2019s website to evaluate them as a potential provider.<\/span><\/p>\n

This makes your website the most common source of information for buyers considering your services \u2013 far exceeding traditional references. Notably, other sources like online search and social media may ultimately lead buyers to your website as well.<\/span><\/p>\n

But a firm\u2019s website isn\u2019t just important because of the information it provides. It also establishes credibility, and this dimension is more essential than many organizations realize. Our most current research suggests that 9 out of 10 buyers will rule out a firm before even talking with them. If your website doesn\u2019t clearly communicate how you can address a buyer\u2019s challenges, there\u2019s a good chance you\u2019ll get ruled out.<\/span><\/p>\n

Why is that? Because individuals have grown so accustomed to highly sophisticated and engaging consumer websites that they expect the same of business websites.<\/span><\/p>\n

The continued growth in digital consumption has propelled B2B websites to be more important than ever. But how do you create a successful site that builds credibility, informs your audience, and drives your overall online presence forward?<\/span><\/p>\n

Let\u2019s examine seven best practices that will help you do just that.<\/span><\/p>\n

1) Showcase educational content.<\/b><\/h2>\n

When prospects visit your site, they are typically looking for information related to their problems and for evidence of your expertise has addressed those types of problems. By creating valuable educational content<\/a>, you can address both information and past performance in one fell swoop.<\/span><\/p>\n

Keep all of your content in an organized \u201clibrary\u201d or \u201cresources\u201d section that is accessible right from your homepage. This should be a top-level subpage, placed prominently in your site navigation. On the library page itself, users should be able to organize their content by topic or format type.<\/span><\/p>\n

You should never include promotional materials like sales sheets, sales presentations, brochures, or company news in this section. Instead, this is a hub for genuinely educational resources: how-to guides, whitepapers, research studies<\/a>, and webinars<\/a>. Make sure your content is professionally produced and demonstrates your firm\u2019s areas of relevant expertise clearly. The writing and design should build your credibility, not undermine it.<\/span><\/p>\n

If you\u2019re going to commit to content, you must truly commit, as well \u2013 never let your library page stagnate. Update your library consistently with new content to demonstrate an ongoing dedication to education and industry engagement.<\/span><\/p>\n

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

2) Highlight premium content to generate leads.<\/b><\/h2>\n

An educational eBook is a more in-depth, \u201cpremium\u201d form of content than a blog post. While a blog post should be freely accessible to anyone in order to draw visitors, you may ask for useful information such as a visitor\u2019s email address before allowing them to download premium content.<\/span><\/p>\n

This strategy is called \u201cgating\u201d content. Gated content requires a form submission of some sort. If you ask for too many personal details, visitors will be discouraged, but they are usually willing to exchange their names and email addresses for valuable content \u2013 and these are some of the most useful pieces of information you can collect. With this data in hand, you can continue to nurture and draw in target audiences via content that aligns with the various stages of engagement.\u00a0 Relying on content that converts is a powerful and fundamental lead generation strategy.\u00a0<\/span><\/p>\n\"\"\n

How will visitors find your gated content in the first place? Include attractive and relevant offers for premium content such as eBooks in your freely accessible content (i.e. blog posts) at the middle or the end, where it is noticeable without being intrusive.<\/span><\/p>\n

3) Make your site mobile-friendly.<\/b><\/h2>\n

More and more people are accessing B2B websites through mobile. These screens are smaller, and site designs that are beautiful and functional on a laptop or desktop display may be jumbled and unintuitive on a mobile device.<\/span><\/p>\n

To give visitors the best possible experience, it\u2019s important to prioritize mobile-friendliness in your design. After all, users who have a bad experience accessing your site a mobile device will leave quickly and most likely not come back. And, Google does adjust rankings based on mobile-friendliness and displaying search results with \u201cmobile-friendly\u201d tags. Thus, leaving no question on the role of mobile as it relates to overall visibility in search results.<\/span><\/p>\n

How can you ensure that your site is mobile-friendly? The answer lies in <\/span>responsive design<\/span>. This technique uses CSS to create sites that will adapt fluidly, elegantly, and functionally to the dimensions of a user\u2019s device, creating a great experience for all of your visitors.<\/span><\/p>\n

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Download the Lead Generating Website Guide for Professional Services<\/a>\u00a0<\/span><\/p>\n<\/div>\n

4) Optimize your site for search engine indexing.<\/b><\/h2>\n

Above, I mentioned that mobile-friendliness can impact your site\u2019s ranking in search engine results. There are many other \u201cranking signals,\u201d and using them deliberately is crucial for building visibility online and for maximizing your search engine indexing.<\/span><\/p>\n

While effective <\/span>search engine optimization (or SEO) is a massive topic<\/span><\/a>, some of the most essential SEO best practices include:<\/span><\/p>\n