Essential features of a B2B website

Written by Sally Norton

More than a few elements matter when it comes to designing a B2B website. From general design, layout, and navigation to content, optimization, overall user experience, specific functionality, and more.

Everything that makes this type of website a functional entity. However, some of them are more important in the early stages because they lay a foundation for a website to grow later, especially for B2B websites, where lead generation is one of the priorities and should be tackled with caution. These essential features of a B2B website are the critical factors without which you won’t be able to strategically fulfill the market goals.

The key features of a B2B website

The ongoing discussion about key features in web design and development is not the same for every website. In general, many websites place their focus mostly on design and online visibility, which is alright. However, B2B websites, besides mentioned points, need to include a few additional functionalities. The general goal is to emphasize the commercial aspect and successfully combine it with user experience to boost the business potential of a website. Because, in essence, B2B websites’ audiences are not traditional customers, but other businesses mostly.

To help you plan the design and development of your B2B website, here are some of the essential features:

  1. Clear brand message
  2. Professional but visually appealing website design
  3. Essential functionality
  4. Mobile friendliness
  5. B2B website performance
  6. Quality content with blogs
  7. Security measures
  8. Analytics and reports

1.     Clear brand message

Before diving deeper into website development, it’s necessary to think about what message your website is trying to send to visitors. Your goals, plans, and benefits you provide have to be clearly stated for everyone to understand. When someone visits your website, your brand needs to speak for itself, assuring credibility and trust among potential clients. State your goals clearly, offer solutions without ambiguity, and avoid too much jargon language. Your home page should present your business attitudes precisely, articulate what you do, and show something that will linger in visitors’ minds once they are off your website. For more detailed descriptions, you can use the “About Us” page, for example.

2.     Professional but visually appealing website design

When it comes to website design, you should pay attention to trends. Even the most prominent companies overhaul their website once a couple of years. The reason is, it shows you are a professional, modern company, on track with time. However, you will most likely need professional tips and services from experienced designers and developers. With the right assistance, you can easily have a modern, sleek, and professional-looking website, which will appeal to your audience. Otherwise, you will need a dedicated in-house team to deal with the aesthetical and functional aspects of your B2B website. As a result, this will help you avoid flashy and cluttered layouts that may repel potential clients. You need something unique that will distinguish you from others, keep your visitors engaged, and eventually convert them.

In other words, avoid any design pitfalls that may endanger user experience. For example, color overuse or too many intrusive popups. Or confusing and non-intuitive navigation. This is also the part of website creation where you need to consider elements that will not compromise the performance of your website.

3.     Essential functionality

Besides the design, your B2B website has to offer a minimum of features that improve functionality.

  • Intuitive and easy to use searches
  • Filtering and sorting options
  • Personalized experience with login option
  • More than a single checkout option
  • Bulk ordering if you are selling products
  • Up-to-dateinformation
  • Detailed product reviews
  • Clear and understandable forms
  • and more

This is just a part of what makes it easier for visitors to find and inform about what they need. Anything less than that will only make them leave and search elsewhere. Other businesses who seek your products or services should not place too much effort into exploring your offer. Or, for example, into searching for information about your business. That’s why this encompasses everything from product to contact pages and forms.

A commercial B2B website on different devices.
Ensure all essential functionalities of your B2B website across all devices. Image by 3D Animation Production Company from Pixabay

4.     Mobile friendliness

It’s clear by now that, today, most people are using smartphones and other mobile devices to browse the internet. This means they will be more likely to use them to access your B2B website. That’s why it’s of essence to create a website that is mobile-friendly to the smallest detail. On top of the priority reasons for this is also the fact that some search engines like Google prioritize mobile-first websites. So, you will need to create and optimize your website for both desktop and mobile devices. And offer user experience equal in quality for all if you want to retain your website visitors.

5.     B2B website performance

Now, a website can look good, attractive, and informative, but if it’s slow, no rewards will come. When creating a B2B website, besides the above-given points, speed and performance are also exceptionally important. With the internet speeds available today, almost everyone can access and explore websites quickly. But the visitors’ expectations equally rise. No one wants to wait for more than two, three seconds for a website to load anymore.

On the other side, the tools, features, WordPress plugins, and many advanced website solutions are evolving daily. Giving all types of websites advanced functionalities. Sometimes, it comes at a price because nonoptimized “additions” may slow down a website. All of this is placing website owners in an unenvious situation because they have to worry about a website’s performance now more than ever. Mostly because it’s affecting the overall user experience (UX). One of the solutions is to get WP Full Care or other website experts to properly optimize and maintain your website. With someone to take care of code minification, image optimization, security, and other aspects that can affect performance, you are directly ensuring the right performance. As a result, you will not lose potential clients and will consequently generate more leads.

A businessman browsing websites from his smartphone
More than 50% of web traffic come from mobile devices. Image by Tumisu from Pixabay

6.     Quality content with blogs

Content is staying at the core of every website, including B2B websites, where a lot revolves around proper marketing campaigns. On one side, you will need a lot of relevant content to present to your visitors. It will engage them, help them find useful information, and pose you as the authority in the field. On the other side, the content will give you enough space to implement various marketing strategies. One thing gives an additional boost to your overall website quality – the blog. Every B2B website needs it because it’s an excellent reason and opportunity to create more pages. With more pages with informative content, you get more chances to compete for additional terms and keywords in search engines. Resulting in increased online visibility, traffic, and more opportunities to generate leads.

7.     Security measures

We are coming to the point where cyber security is a serious topic. We have been there for a while, but it seems like the hacking, corporate espionage, and malicious intents are exceptionally active today. To protect your B2B website from harm and reduce your business risks, it’s necessary to implement various security measures that will prevent online vulnerabilities. This is the crucial factor to consider if you are expecting your clients and business partners to trust you with their money.

A website protected with security measures – visualized with a lock on the code.
Fix your website vulnerabilities if you want others to trust you. Image by Darwin Laganzon from Pixabay

8.     Analytics and reports

With a focus on online business channels, you need means to better understand how your business is performing. That is, how and if your strategies, offers, and online activities are helping your business. That’s why it’s necessary to track, analyze, and get reports by implementing different tools on your business website. Numerous sales and marketing tools are available that can help you analyze your traffic, conversions, bounce rates, social media, email marketing, and other digital aspects. By focusing on these essential features of a B2B website and analyzing the results of your efforts, you will know how, and what, to implement in the future.

© 2021 – 2022, Sally Norton. All rights reserved.

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Sally Norton is a freelance copywriter based out of Miami, with a flair for writing optimized articles. Her experience is focused on moving, travel, real estate, and overall guides to help people with some challenging projects and endeavors. In her spare time, Sally enjoys yoga and walks with her dogs - Mane & Rex.
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