Search


<p>If you want to develop a structured website that provides potential and current customers with the exact type of content they’re looking for, the service pages you create will make or break your website. A common mistake that many businesses make involves listing out their services or products directly on their homepage without creating individual service pages.</p><div class="lwptoc lwptoc-autoWidth lwptoc-light lwptoc-notInherit" data-smooth-scroll="1" data-smooth-scroll-offset="24"><div class="lwptoc_i">    <div class="lwptoc_header" style="font-size:175%;">
        <b class="lwptoc_title">Contents</b>                    <span class="lwptoc_toggle">
                <a href="#" class="lwptoc_toggle_label" data-label="show">hide</a>
            </span>
            </div>
<div class="lwptoc_items lwptoc_items-visible" style="font-size:125%;">
    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#What_is_a_Service_Page">
                    <span class="lwptoc_item_number">1</span>
                <span class="lwptoc_item_label">What is a Service Page?</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#What_Makes_a_Service_Page_Different_From_Product_Pages">
                    <span class="lwptoc_item_number">2</span>
                <span class="lwptoc_item_label">What Makes a Service Page Different From Product Pages?</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Why_Do_You_Need_Service_Pages_on_Your_Website">
                    <span class="lwptoc_item_number">3</span>
                <span class="lwptoc_item_label">Why Do You Need Service Pages on Your Website?</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Why_You_Shouldnt_List_Services_on_Your_Homepage">
                    <span class="lwptoc_item_number">4</span>
                <span class="lwptoc_item_label">Why You Shouldn’t List Services on Your Homepage</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#How_Do_Service_Pages_Help_With_SEO">
                    <span class="lwptoc_item_number">5</span>
                <span class="lwptoc_item_label">How Do Service Pages Help With SEO?</span>
    </a>
    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#To_Get_Ideal_Clients">
                    <span class="lwptoc_item_number">5.1</span>
                <span class="lwptoc_item_label">To Get Ideal Clients</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Gives_Your_Website_Structure">
                    <span class="lwptoc_item_number">5.2</span>
                <span class="lwptoc_item_label">Gives Your Website Structure</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Improve_Your_Website_Ranking">
                    <span class="lwptoc_item_number">5.3</span>
                <span class="lwptoc_item_label">Improve Your Website Ranking</span>
    </a>
    </div></div></div><div class="lwptoc_item">    <a href="#What_Should_a_Service_Area_Page_Contain">
                    <span class="lwptoc_item_number">6</span>
                <span class="lwptoc_item_label">What Should a Service Area Page Contain?</span>
    </a>
    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#Attractive_Visual_Elements">
                    <span class="lwptoc_item_number">6.1</span>
                <span class="lwptoc_item_label">Attractive Visual Elements</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Local_Service_Areas">
                    <span class="lwptoc_item_number">6.2</span>
                <span class="lwptoc_item_label">Local Service Areas</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Unique_Content">
                    <span class="lwptoc_item_number">6.3</span>
                <span class="lwptoc_item_label">Unique Content</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Statistics_or_Areas_of_Success">
                    <span class="lwptoc_item_number">6.4</span>
                <span class="lwptoc_item_label">Statistics or Areas of Success</span>
    </a>
    </div></div></div></div></div>
</div></div>



<p>Even though your site’s homepage is essential for providing visitors with the most important information about your company immediately after they arrive on your website, <strong>the people who are interested in making a purchase will want to learn more about the services you offer</strong>. If you don’t deliver this information in any area of your website, customers might feel like your business or brand isn’t legitimate.</p>



<p>While the main downside to listing your services is that potential customers won’t find the information they need, <strong>this method also results in poor search engine optimization</strong>, which can significantly lower your website’s visibility.</p>



<p><a href="https://brytdesigns.com/top-seo-tools-2022">Search engine optimization</a> is a technique that allows you to improve your rankings on search engines like Google and Bing. With the right amount of optimization, your website and service pages might appear in the first three results for relevant searches, which are the ones that users click on more often than the rest.</p>



<p>The service pages you place on your website allow you to <a href="https://brytdesigns.com/why-local-seo-is-crucial-moving-into-2023">enter local information</a> and increase optimization. In this SEO guide, you’ll learn everything you need to know about service pages and their importance in website design.</p>



<figure class="wp-block-image size-large"><img loading="lazy" width="1024" height="768" src="https://admin.brytdesigns.com/wp-content/uploads/2022/12/mailchimp-lAx4E6Gl06s-unsplash-1024x768.jpg" alt="services page" class="wp-image-4770" srcset="https://admin.brytdesigns.com/wp-content/uploads/2022/12/mailchimp-lAx4E6Gl06s-unsplash-1024x768.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2022/12/mailchimp-lAx4E6Gl06s-unsplash-300x225.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2022/12/mailchimp-lAx4E6Gl06s-unsplash-1536x1152.jpg 1536w, https://admin.brytdesigns.com/wp-content/uploads/2022/12/mailchimp-lAx4E6Gl06s-unsplash.jpg 1804w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<h2><span id="What_is_a_Service_Page">What is a Service Page?</span></h2>



<p>A service page is a relatively short and simple page that details your company’s offerings. While some businesses will create <a href="https://brytdesigns.com/demystifying-web-development-services-and-what-to-expect">a single service page</a> where all of their offerings are detailed, it’s highly recommended that you separate your services into different pages.</p>



<p>By taking this approach, site visitors will be able to find the exact information they’re looking for with just one click. Along with defining the services you provide, these pages should also describe why <a href="https://brytdesigns.com/transforming-your-business-with-seo-marketing-services">your business is the best option</a> to perform the service in question.</p>



<h2><span id="What_Makes_a_Service_Page_Different_From_Product_Pages">What Makes a Service Page Different From Product Pages?</span></h2>



<p>While it’s typical for business owners to view product pages and service pages as the same thing, you should take a different approach when writing these pages. There’s one notable difference between products and services, which is that <strong>customers are unable to return a service once it’s provided</strong>. You should write service pages with this fact in mind.</p>



<p>Since services can’t be directly returned, potential customers may be more hesitant about making a purchase, which means that building trust is essential. For instance, many companies will write out a “satisfaction guaranteed” claim on their service pages to make visitors less hesitant about going through with the purchase. If something doesn’t go well during the service, customers are negatively impacted, which is why a service page should have a much different tone than a basic product page.</p>



<figure class="wp-block-image size-large"><img loading="lazy" width="1024" height="591" src="https://admin.brytdesigns.com/wp-content/uploads/2022/12/igor-miske-Px3iBXV-4TU-unsplash-1-1024x591.jpg" alt="product page" class="wp-image-4771" srcset="https://admin.brytdesigns.com/wp-content/uploads/2022/12/igor-miske-Px3iBXV-4TU-unsplash-1-1024x591.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2022/12/igor-miske-Px3iBXV-4TU-unsplash-1-300x173.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2022/12/igor-miske-Px3iBXV-4TU-unsplash-1-1536x887.jpg 1536w, https://admin.brytdesigns.com/wp-content/uploads/2022/12/igor-miske-Px3iBXV-4TU-unsplash-1-scaled.jpg 2048w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<h2><span id="Why_Do_You_Need_Service_Pages_on_Your_Website">Why Do You Need Service Pages on Your Website?</span></h2>



<p>Service pages are integral to a website’s design for several reasons, the primary of which is that these pages provide users who are searching for the services you provide with a place they can go to obtain the information they require. Most users begin their search by looking for a specific service as opposed to a specific company. It’s only after they find the service they’re looking for that they will learn more about the company that provides the service.</p>



<p>When a user enters a relevant search query on Google, the query will most likely revolve around the services you provide. Creating service pages for relevant search results should help you appear towards the top of these results. Keep in mind that customers who search for businesses on Google and similar search engines have a much better chance of making a purchase from you. <a href="https://seoexpertbrad.com/local-seo-stats/">Around 88% of all local searches</a> lead to a visit or call within 24 hours.</p>



<h2><span id="Why_You_Shouldnt_List_Services_on_Your_Homepage">Why You Shouldn’t List Services on Your Homepage</span></h2>



<p>There are many reasons why you should avoid listing services directly on your homepage, the primary of which is that <strong>Google looks at the structure of your website when assessing how your site should be ranked</strong>. While Google is crawling through your website, it will take the time to look at headers, links, and menus to determine what’s positioned on your website.</p>



<p>If you create different pages for the products and services you offer, this tells Google and other search engines that those pages are important website components. Keep in mind that many search engine users reach product and service pages before finding the site’s homepage.</p>



<h2><span id="How_Do_Service_Pages_Help_With_SEO">How Do Service Pages Help With SEO?</span></h2>



<p>Placing multiple service pages on your site should help you obtain better placements when potential customers perform a local search for any of the services you provide. If your website can be at the top of search results related to the services you offer, <strong>you should experience a notable uptick in site traffic</strong>.</p>



<p>Once you’ve created some service pages, you’ll be able to provide Google with pages that search engine users can navigate to instead of your homepage. If these individuals can immediately find the information they’re seeking, <strong>it’s more likely that they will contact you to schedule a service</strong>.</p>



<figure class="wp-block-image size-large"><img loading="lazy" width="1024" height="561" src="https://admin.brytdesigns.com/wp-content/uploads/2019/01/seo-help-business-grow-1024x561.jpeg" alt="SEO can help your business grow" class="wp-image-1139" srcset="https://admin.brytdesigns.com/wp-content/uploads/2019/01/seo-help-business-grow-1024x561.jpeg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2019/01/seo-help-business-grow-300x164.jpeg 300w, https://admin.brytdesigns.com/wp-content/uploads/2019/01/seo-help-business-grow.jpeg 2048w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<h3><span id="To_Get_Ideal_Clients">To Get Ideal Clients</span></h3>



<p>The primary goal of creating a service-based business is to deliver services to people who need them. Keep in mind, however, that the people in your primary market won’t automatically search for your business when they want the type of service you offer.</p>



<p>They will instead enter information related to the services you currently provide. Until your brand name is strong enough to be at the forefront of people’s minds when they think of the services you offer, you should rely on service pages.</p>



<p>Making service pages allows you to be available to people who want to request these services. Even though you should provide users with comprehensive details about your primary services, make sure that every piece of information is relevant.</p>



<h3><span id="Gives_Your_Website_Structure">Gives Your Website Structure</span></h3>



<p>Placing service pages on your website can help you identify the most important aspects of your website. It also provides your site with the structure it needs to start ranking well with Google, Bing, and other search engines.</p>



<h3><span id="Improve_Your_Website_Ranking">Improve Your Website Ranking</span></h3>



<p>Service pages can also help you improve your website’s ranking. The main goal of a service page is to highlight your services and <strong>provide some basic information about the unique value proposition that your company offers</strong>. This information should push visitors to hire your company, which will boost conversion rates.</p>



<p>As mentioned previously, there are times when visitors from search engines will reach your service page before they land on your homepage, which is why they should be given all of the information they need before navigating any further.</p>



<h2><span id="What_Should_a_Service_Area_Page_Contain">What Should a Service Area Page Contain?</span></h2>



<p>Most users will look for services in a location that’s close to where they live or work, which is why you should make sure that your service pages contain relevant location details that will help you boost visibility among local residents.</p>



<figure class="wp-block-image size-large"><img loading="lazy" width="1024" height="668" src="https://admin.brytdesigns.com/wp-content/uploads/2018/03/local-seo-planning-1024x668.jpeg" alt="What is Local SEO and how is it different?" class="wp-image-821" srcset="https://admin.brytdesigns.com/wp-content/uploads/2018/03/local-seo-planning-1024x668.jpeg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2018/03/local-seo-planning-300x196.jpeg 300w, https://admin.brytdesigns.com/wp-content/uploads/2018/03/local-seo-planning.jpeg 1149w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<h3><span id="Attractive_Visual_Elements">Attractive Visual Elements</span></h3>



<p>All of your service pages should consist of attractive visual elements that help to segment each page and encourage users to go forward with a purchase. In fact, <strong>calls-to-action should be placed on all service pages</strong>.</p>



<p>If you’re working to improve your website’s aesthetics, you should input some images and other visual components. If a service page is poorly designed and lacks the sophistication of the rest of your website, potential clients may become discouraged and end up leaving your website.</p>



<h3><span id="Local_Service_Areas">Local Service Areas</span></h3>



<p>In the event that you offer services in multiple towns or cities, you should include a service page for each individual location. Consider creating a list of all areas that you provide services in. Your main focus should be on the areas with the most potential customers.</p>



<h3><span id="Unique_Content">Unique Content</span></h3>



<p>Having unique content on your service pages is also highly recommended if <strong>you want users to be engaged enough to schedule the service or an initial consultation</strong>. Along with having correct grammar, every service page should be original and authentic.</p>



<p>Customers should also be told the benefits that come with the service they select. You should try to avoid placing the same content on two separate service area pages. Google and other search engines don’t accept these duplicates. If you deliver duplicate content, Google could penalize you, which would likely result in your website and service pages dropping in rankings.</p>



<h3><span id="Statistics_or_Areas_of_Success">Statistics or Areas of Success</span></h3>



<p>Make sure that you provide visitors who enter your service pages with statistics about the work you’ve done as well as information about the success that your business has had in the past.</p>



<p>Service pages provide website owners with the opportunity to improve their search engine optimization, gain more visibility, and build a more structured website. Make sure that every service page you write consists of unique content that can only be found on that page.</p>


An SEO Guide to Service Pages


<p>If you’ve created a website for <a href="https://admin.brytdesigns.com/b2b-vs-b2c-marketing-differences/">your B2B company</a>, identifying how well your website is performing is just as important as it is with a B2C company. A large portion of your efforts when developing your website will revolve around <strong>getting people to visit your website and convert into return customers</strong>. If you’re able to attract prospects to your website, the quality of your site content and design will determine if the visitor converts into a lead.</p><div class="lwptoc lwptoc-autoWidth lwptoc-light lwptoc-notInherit" data-smooth-scroll="1" data-smooth-scroll-offset="24"><div class="lwptoc_i">    <div class="lwptoc_header" style="font-size:175%;">
        <b class="lwptoc_title">Contents</b>                    <span class="lwptoc_toggle">
                <a href="#" class="lwptoc_toggle_label" data-label="show">hide</a>
            </span>
            </div>
<div class="lwptoc_items lwptoc_items-visible" style="font-size:125%;">
    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#Your_Website_is_Your_Best_Salesperson">
                    <span class="lwptoc_item_number">1</span>
                <span class="lwptoc_item_label">Your Website is Your Best Salesperson</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#What_are_KPIs">
                    <span class="lwptoc_item_number">2</span>
                <span class="lwptoc_item_label">What are KPIs?</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#What_are_the_Steps_to_Develop_a_B2B_Website">
                    <span class="lwptoc_item_number">3</span>
                <span class="lwptoc_item_label">What are the Steps to Develop a B2B Website?</span>
    </a>
    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#Map_Out_Your_B2B_Website_Goals">
                    <span class="lwptoc_item_number">3.1</span>
                <span class="lwptoc_item_label">Map Out Your B2B Website Goals</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Know_What_Businesses_Want">
                    <span class="lwptoc_item_number">3.2</span>
                <span class="lwptoc_item_label">Know What Businesses Want</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Focus_on_the_User_Experience">
                    <span class="lwptoc_item_number">3.3</span>
                <span class="lwptoc_item_label">Focus on the User Experience</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Write_Like_a_Human">
                    <span class="lwptoc_item_number">3.4</span>
                <span class="lwptoc_item_label">Write Like a Human</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Encourage_Engagement">
                    <span class="lwptoc_item_number">3.5</span>
                <span class="lwptoc_item_label">Encourage Engagement</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Remember_Your_Brand">
                    <span class="lwptoc_item_number">3.6</span>
                <span class="lwptoc_item_label">Remember Your Brand</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Use_Responsive_Modular_Design">
                    <span class="lwptoc_item_number">3.7</span>
                <span class="lwptoc_item_label">Use Responsive, Modular Design</span>
    </a>
    </div></div></div><div class="lwptoc_item">    <a href="#How_to_Determine_B2B_Website_Objectives">
                    <span class="lwptoc_item_number">4</span>
                <span class="lwptoc_item_label">How to Determine B2B Website Objectives</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#5_KPIs_You_Should_Measure_with_Google_Analytics">
                    <span class="lwptoc_item_number">5</span>
                <span class="lwptoc_item_label">5 KPIs You Should Measure with Google Analytics</span>
    </a>
    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#5_Downloads">
                    <span class="lwptoc_item_number">5.1</span>
                <span class="lwptoc_item_label">5. Downloads</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#4_Event_Signups">
                    <span class="lwptoc_item_number">5.2</span>
                <span class="lwptoc_item_label">4. Event Signups</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#3_Subscriber_Form_Submissions">
                    <span class="lwptoc_item_number">5.3</span>
                <span class="lwptoc_item_label">3. Subscriber Form Submissions</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#2_Lead_Form_Submissions">
                    <span class="lwptoc_item_number">5.4</span>
                <span class="lwptoc_item_label">2. Lead Form Submissions</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#1_Conversions">
                    <span class="lwptoc_item_number">5.5</span>
                <span class="lwptoc_item_label">1. Conversions</span>
    </a>
    </div></div></div></div></div>
</div></div>



<p>Measuring the performance of your website gives you the information and data that you need to further enhance your website or change the design altogether. If you find that visitors are landing on your website but aren’t following through with a purchase or sign up, it’s likely that there’s an issue with the design or functionality of your website. For instance, the navigational elements on your site could be confusing.</p>



<p>When you’re managing a B2B website, it’s not typically enough to know how many people visit your website or how many purchases are made. Instead, it’s highly recommended that you measure key performance indicators that tell you how well your website is performing at satisfying existing customers and bringing in new ones. While site traffic is important, <strong>measuring specific goals or conversions from this traffic can be much more effective</strong>.</p>



<p>If you want to measure how effective your B2B website is, you’ll be tasked with identifying goals and setting each goal up in Google Analytics. These goals represent actions that you want your site visitors to take. The following guide offers a comprehensive overview of KPIs and how they matter to B2B website development.</p>



<figure class="wp-block-image size-large"><img loading="lazy" width="1024" height="683" src="https://admin.brytdesigns.com/wp-content/uploads/2022/10/isaac-smith-8XlMU62ii8I-unsplash-1024x683.jpg" alt="goal review" class="wp-image-4564" srcset="https://admin.brytdesigns.com/wp-content/uploads/2022/10/isaac-smith-8XlMU62ii8I-unsplash-1024x683.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2022/10/isaac-smith-8XlMU62ii8I-unsplash-300x200.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2022/10/isaac-smith-8XlMU62ii8I-unsplash-1536x1024.jpg 1536w, https://admin.brytdesigns.com/wp-content/uploads/2022/10/isaac-smith-8XlMU62ii8I-unsplash-scaled.jpg 2048w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<h2><span id="Your_Website_is_Your_Best_Salesperson">Your Website is Your Best Salesperson</span></h2>



<p>The website you develop for your B2B company gives you the opportunity to persuade clients and express your company’s value via online channels and mediums. Every B2B website should focus on generating qualified leads. When it comes to B2B companies, finalizing a lead can take anywhere from six months to a couple of years, which is why it’s highly recommended that you create a website that’s geared towards sales and accommodates the extended sales cycle.</p>



<p>When your website design, navigational elements, and content are implemented correctly, your entire website should be appealing to potential customers in your target audience. Some other elements that you should place into your website <strong>include videos, photography, topography, and page layouts</strong>.</p>



<h2><span id="What_are_KPIs">What are KPIs?</span></h2>



<p>KPI refers to <a href="https://admin.brytdesigns.com/google-ads-business-goals/">key performance indicator</a>, which is a measurement of performance over a set period of time for a very specific objective. These indicators provide you with goals that the rest of your web development and marketing team can strive to reach. KPIs should be used to bolster your company’s strategy in the finance, marketing, sales, and HR departments.</p>



<figure class="wp-block-image size-large"><img loading="lazy" width="1024" height="683" src="https://admin.brytdesigns.com/wp-content/uploads/2022/10/justin-morgan-_Lnid7JAWFQ-unsplash-1024x683.jpg" alt="kpi overview" class="wp-image-4542" srcset="https://admin.brytdesigns.com/wp-content/uploads/2022/10/justin-morgan-_Lnid7JAWFQ-unsplash-1024x683.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2022/10/justin-morgan-_Lnid7JAWFQ-unsplash-300x200.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2022/10/justin-morgan-_Lnid7JAWFQ-unsplash-1536x1025.jpg 1536w, https://admin.brytdesigns.com/wp-content/uploads/2022/10/justin-morgan-_Lnid7JAWFQ-unsplash-scaled.jpg 2048w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<h2><span id="What_are_the_Steps_to_Develop_a_B2B_Website">What are the Steps to Develop a B2B Website?</span></h2>



<p>If you have yet to develop a B2B website, the following guides you through the steps you should take to create a well-designed site. Make sure that you keep KPIs in mind while <a href="https://admin.brytdesigns.com/a-guide-to-ecommerce-website-development-in-2022/">designing your B2B website</a>.</p>



<h3><span id="Map_Out_Your_B2B_Website_Goals">Map Out Your B2B Website Goals</span></h3>



<p>The website you design should center around achieving specific <a href="https://admin.brytdesigns.com/top-9-b2b-ecommerce-trends-in-2022/">goals that benefit your business</a>. The goals that you set for your entire team should be prioritized from least important to most important. Once you’ve identified what these goals are and how important they will be for the success of your website, it should be simpler to develop a website that takes these goals into account.</p>



<h3><span id="Know_What_Businesses_Want">Know What Businesses Want</span></h3>



<p>Regardless of the industry your company operates out of, <strong>every B2B website has an audience of other businesses as well as employees and referral sources</strong>. You should perform comprehensive research on every member of your audience to determine how to capture their attention and keep them engaged. Once you perform this research, you should be able to identify and target client needs.</p>



<h3><span id="Focus_on_the_User_Experience">Focus on the User Experience</span></h3>



<p>Once you’ve determined who your target audience is, you should think about how users will navigate your website and what their experience will be. The navigational and user experience elements of your website should influence goal accomplishment. Would you like site visitors to look at your products? Are you trying to get customers to sign up for a membership? Knowing what your goals are allows you to design the user experience around these goals.</p>



<p><strong>Make sure that your website is quick to load</strong>. Google views page load speed as a highly important factor when determining what a website’s search ranking will be. It’s also a metric that ties directly into user experience. If someone visits a slow-loading website, they are considerably more likely to leave the website and take their business elsewhere.</p>



<h3><span id="Write_Like_a_Human">Write Like a Human</span></h3>



<p>Along with being relevant, the content you place on your website should be written naturally as opposed to being written for a search engine. In an attempt to increase search engine rankings, many site owners will stuff their articles and blog posts with keywords that are used in a manner that’s stilted and unnatural.</p>



<p>The Google algorithm is able to pick up on this with website copy and will <strong>lower the rankings of websites that don’t have well-written content</strong>. Try to match your writing style to the <a href="https://blog.hubspot.com/marketing/buyer-persona-research">buyer personas</a> you’ve created for your audience.</p>



<h3><span id="Encourage_Engagement">Encourage Engagement</span></h3>



<p>Your B2B website should also encourage engagement, which can be done by creating a funnel-like structure that entices people to purchase the product or service you offer. CTAs are also highly important for any website that wants to gain conversions.</p>



<p>In fact, CTAs and KPIs are directly linked since a primary performance indicator involves the number of users who have clicked on call-to-action buttons. All of the CTAs on your website should have a consistent design and color, which tells visitors what they should look for when they want to engage further with your content.</p>



<h3><span id="Remember_Your_Brand">Remember Your Brand</span></h3>



<p>If you want to establish trust with site visitors and potential customers, it’s important to use visual cues, which can also help you develop a consistent branding. The branding you create can help you retain customers, which is why it’s highly recommended that you don’t overlook branding when developing your B2B website. <strong>Important elements of branding include images, logos, tone, voice, and color management</strong>.</p>



<h3><span id="Use_Responsive_Modular_Design">Use Responsive, Modular Design</span></h3>



<p>All modern websites should have a responsive and modular design that accommodates mobile users. Studies indicate that around <a href="https://pipeline.zoominfo.com/marketing/mobile-marketing-statistics">50% of all B2B queries</a> occur from a smartphone. If your website isn’t optimized for mobile devices, users will be tasked with scrolling extensively just to browse your website. In this scenario, many users leave the site altogether.</p>



<h2><span id="How_to_Determine_B2B_Website_Objectives">How to Determine B2B Website Objectives</span></h2>



<p>In order to establish a purpose for your website, it’s important to nail down what your primary KPIs will be. First, ask yourself what your business goals are. Are you focused on growth? You might be attempting to increase revenues or secure funds. Once you identify your business goals, you should write them down.</p>



<p>You can now determine what needs to be done to reach these goals. For instance, B2B business that want to increase revenues and make their sales process more efficient might want to focus on <a href="https://www.tableau.com/learn/articles/marketing-qualified-lead">obtaining qualified leads</a>. Other strategies that can be used include <strong>creating a brand identity, establishing credibility, or securing partnerships</strong>. At this stage of the process, you should identify what you want from your website. For instance, you may want more qualified leads or a higher number of purchases.</p>



<figure class="wp-block-image size-large"><img loading="lazy" width="1024" height="757" src="https://admin.brytdesigns.com/wp-content/uploads/2022/10/marcos-paulo-prado-tcyW6Im5Uug-unsplash-1024x757.jpg" alt="determining kpis" class="wp-image-4566" srcset="https://admin.brytdesigns.com/wp-content/uploads/2022/10/marcos-paulo-prado-tcyW6Im5Uug-unsplash-1024x757.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2022/10/marcos-paulo-prado-tcyW6Im5Uug-unsplash-300x222.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2022/10/marcos-paulo-prado-tcyW6Im5Uug-unsplash-1536x1136.jpg 1536w, https://admin.brytdesigns.com/wp-content/uploads/2022/10/marcos-paulo-prado-tcyW6Im5Uug-unsplash.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<h2><span id="5_KPIs_You_Should_Measure_with_Google_Analytics">5 KPIs You Should Measure with Google Analytics</span></h2>



<p>There are five distinct KPIs that you should think about <a href="https://admin.brytdesigns.com/google-conversion-tracking-shopify/">measuring with Google Analytics</a>, which include everything from downloads to subscriber form submissions.</p>



<h3><span id="5_Downloads">5. Downloads</span></h3>



<p>Downloads are key performance indicators that tell you how effective your marketing materials are at engaging site visitors. The types of downloads that can be tracked with Google Analytics include videos, PDFs, and any type of download that results in rewards or discounts.</p>



<p>When it comes to PDF downloads, it’s possible to view which campaign or channel caused an increase in document downloads. You can use this information when improving your marketing campaign. It’s also possible to track downloads for podcasts to determine what percentage of customers are listening to your content through audio.</p>



<h3><span id="4_Event_Signups">4. Event Signups</span></h3>



<p>B2B websites may be focused around event signups. If your B2B company offers special seminars, courses, or webinars to loyal customers, you can track this KPI. Anyone who registers to make a download may become more loyal to your brand. Webinars have been found to be effective at helping companies build their brand.</p>



<h3><span id="3_Subscriber_Form_Submissions">3. Subscriber Form Submissions</span></h3>



<p>You could also track subscriber form submissions for anyone who’s looking to subscribe to a corporate brochure, research paper, or company newsletter. Many B2B websites will require companies to fill out some basic information before they can subscribe to the content in question. Once you’ve set up this KPI, you can track if form submissions increase depending on the subject matter or type of marketing you’re performing.</p>



<h3><span id="2_Lead_Form_Submissions">2. Lead Form Submissions</span></h3>



<p>Lead form submissions may be tracked as well, the primary of which is a “Contact Us” form. This form is simple for businesses to fill out and can provide you with the information you require to keep in touch with possible customers. Consider creating shorter enquiry forms that just ask for a phone number, name, and short description of the reason for enquiry.</p>



<h3><span id="1_Conversions">1. Conversions</span></h3>



<p>Among the most important KPIs to measure involves conversions. A conversion can be anything from someone signing up for a newsletter to someone purchasing a produce you offer. As a B2B company, <strong>it’s highly recommended that you track sales as conversions</strong>.</p>



<p>If conversions increase month-over-month, this data indicates that your business is becoming more successful. A drop in conversions indicates that you’re doing something wrong. For instance, it’s possible that your “Checkout” page is poorly designed, which leads to a reduction in sales.</p>



<p>Key performance indicators can be tracked to help you identify if your website is helping your business reach its goals or hindering your efforts to do so because of poorly designed elements. While KPIs for B2B websites differ somewhat from those of B2C websites, the approach is the same. Tracking important metrics gives you data that can be used to <strong>improve your website design, marketing efforts, and conversion rates</strong>.</p>


Understanding KPIs in B2B Website Development


<p>In recent years, the COVID-19 pandemic has significantly influenced B2B eCommerce trends, which has resulted in many notable changes to the industry. While the pandemic caused many physical stores to close, online B2B sales increased by a considerable amount. Because of how popular online channels have become, many B2B companies are focusing more on their eCommerce strategies to ensure that potential and current customers are provided with an exemplary experience.</p><div class="lwptoc lwptoc-autoWidth lwptoc-light lwptoc-notInherit" data-smooth-scroll="1" data-smooth-scroll-offset="24"><div class="lwptoc_i">    <div class="lwptoc_header" style="font-size:175%;">
        <b class="lwptoc_title">Contents</b>                    <span class="lwptoc_toggle">
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    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#9_Next_Gen_Website_Technology">
                <span class="lwptoc_item_label">9. Next Gen Website Technology</span>
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    </div><div class="lwptoc_item">    <a href="#8_Comprehensive_Ecommerce_Platform_Technology">
                <span class="lwptoc_item_label">8. Comprehensive Ecommerce Platform Technology</span>
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                <span class="lwptoc_item_label">7. Customer Acquisition</span>
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    </div><div class="lwptoc_item">    <a href="#6_Omnichannel_Sales">
                <span class="lwptoc_item_label">6. Omnichannel Sales</span>
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    </div><div class="lwptoc_item">    <a href="#5_Small_Manufacturers_Shifting_Online">
                <span class="lwptoc_item_label">5. Small Manufacturers Shifting Online</span>
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                <span class="lwptoc_item_label">4. New Marketplace Launches</span>
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                <span class="lwptoc_item_label">3. New Payment Platforms</span>
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    </div><div class="lwptoc_item">    <a href="#2_Digital_Payment_Negotiation_SaaS">
                <span class="lwptoc_item_label">2. Digital Payment Negotiation SaaS</span>
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                <span class="lwptoc_item_label">1. Large Order Remote Sales</span>
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<p>There are many recent eCommerce statistics that point towards the latest B2B trends that you may want to be aware of. For instance, <strong>online sales that occurred on B2B ecommerce websites and marketplaces rose by nearly 18% in 2021</strong>, which indicates that having a robust eCommerce experience is more important than ever for B2B businesses that want to garner long-term success.</p>



<p>It’s also been found that around 65% of all B2B companies have transitioned solely to online transactions in 2022. In fact, this is the first year that B2B companies are more likely to accommodate eCommerce as opposed to in-person sales. The reason for this transition is because eCommerce is the main driver of revenue since the COVID-19 pandemic began. A study by <a href="https://www.wundermanthompson.com/insight/the-b2b-future-shopper-report-2021">Wunderman Thompson</a> shows that almost 50% of B2B purchases that take place in China, the U.K., and the U.S. are occurring online.</p>



<p>In 2021, personalization, omnichannel marketing, and mobile wallets were a few of the primary eCommerce trends. At that time, it seemed as though the increase in popularity throughout the eCommerce industry may be short-term. Now, it’s clear that eCommerce and its focus on the latest technologies has become the new normal. Visit <a href="https://admin.brytdesigns.com/b2b-vs-b2c-marketing-differences/">this marketing guide</a> if you want to learn more about the differences with B2B and B2C marketing. The following article offers a detailed look at the latest trends in the B2B eCommerce industry.</p>



<h2><span id="9_Next_Gen_Website_Technology">9. Next Gen Website Technology</span></h2>



<p>Among the most important eCommerce trends in 2022 involves the adoption of next-gen website technology. There are many different types of technology and applications that are able to accommodate this web development niche, the primary of which include mobile wallets and the use of augmented reality to visualize purchases. The goal is to facilitate modern and convenient experiences for the end user.</p>



<p>Adopting this technology means that many B2B companies will be tasked with upgrading some of their older systems and applications. Even though a large percentage of businesses will only upgrade their applications and systems once they stop working completely, this can lead to issues with integrating the latest technologies later on down the road.</p>



<figure class="wp-block-image size-large"><img loading="lazy" width="1024" height="683" src="https://admin.brytdesigns.com/wp-content/uploads/2022/07/lautaro-andreani-xkBaqlcqeb4-unsplash-1024x683.jpg" alt="react-technology" class="wp-image-4253" srcset="https://admin.brytdesigns.com/wp-content/uploads/2022/07/lautaro-andreani-xkBaqlcqeb4-unsplash-1024x683.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2022/07/lautaro-andreani-xkBaqlcqeb4-unsplash-300x200.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2022/07/lautaro-andreani-xkBaqlcqeb4-unsplash-1536x1024.jpg 1536w, https://admin.brytdesigns.com/wp-content/uploads/2022/07/lautaro-andreani-xkBaqlcqeb4-unsplash.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<h2><span id="8_Comprehensive_Ecommerce_Platform_Technology">8. Comprehensive Ecommerce Platform Technology</span></h2>



<p>When you’re attempting to improve your B2B eCommerce platform and digital presence, focus on integrating the right technology with your eCommerce platform. Nearly 35% of all B2B companies in the U.S. state that investing in modern eCommerce technology is a top priority. Keep in mind, however, that each eCommerce platform can have different needs. <strong>You won’t find a one-size-fits-all option when searching for the right technologies</strong> for your eCommerce platform.</p>



<p><a href="https://www.bigcommerce.com/">SaaS platforms like BigCommerce</a> provides B2B companies with most of the technologies they require to manage a modern eCommerce platform. You’ll also benefit from increased security, lower ownership costs, better innovations, and other features that allow you to run a successful B2B company. It’s important that any technology you add to your platform is properly integrated with other main business systems, which isn’t always as straightforward as it should be.</p>



<h2><span id="7_Customer_Acquisition">7. Customer Acquisition</span></h2>



<p>More and more businesses are turning to online platforms to purchase the items, services, and equipment they require to run a business. If you’re catering to these businesses, customer acquisition will be a primary component when attempting to grow your eCommerce platform. Before the COVID-19 pandemic, it was common for B2B companies to focus almost entirely on maintaining their current user base. While keeping current customers satisfied is still important, the growth of the B2B eCommerce industry means that you have a unique opportunity to acquire new customers in 2022.</p>



<p>The programs and innovations that many B2B companies are using to improve their customer acquisition center around digital marketing strategies that use copious amounts of data. A few <strong>essential ingredients for B2B success involve search engine optimization, social media marketing, email marketing, and paid ads</strong>. These marketing techniques will help you business reach new customers. While the aforementioned strategies were once primarily by B2C companies, it’s important for B2B companies to employ them if they want to grow their audience.</p>



<h2><span id="6_Omnichannel_Sales">6. Omnichannel Sales</span></h2>



<p>For 2022, an <a href="https://www.techtarget.com/searchcustomerexperience/definition/omnichannel">omnichannel marketing approach</a> is more important than ever. This multichannel approach aims to provide customers with a perfect shopping experience on all fronts, which means that communication, distribution, and promotion channels will use an omnichannel strategy. Buyers have indicated that they want to be given the choice of eCommerce, in-person, and remote channels, which the omnichannel approach accommodates.</p>



<p>Modern customers have many choices when it comes to deciding where they can take their business, which is why providing your customers with a fantastic and seamless experience is essential. When you use this approach, you should be able to maintain consistency across every facet of your eCommerce platform as well as the other channels that your business uses.</p>



<figure class="wp-block-image size-large"><img loading="lazy" width="1024" height="683" src="https://admin.brytdesigns.com/wp-content/uploads/2022/07/myriam-jessier-eveI7MOcSmw-unsplash-1-1024x683.jpg" alt="omnichannel-sales" class="wp-image-4254" srcset="https://admin.brytdesigns.com/wp-content/uploads/2022/07/myriam-jessier-eveI7MOcSmw-unsplash-1-1024x683.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2022/07/myriam-jessier-eveI7MOcSmw-unsplash-1-300x200.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2022/07/myriam-jessier-eveI7MOcSmw-unsplash-1-1536x1024.jpg 1536w, https://admin.brytdesigns.com/wp-content/uploads/2022/07/myriam-jessier-eveI7MOcSmw-unsplash-1.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<h2><span id="5_Small_Manufacturers_Shifting_Online">5. Small Manufacturers Shifting Online</span></h2>



<p>As mentioned previously, around 65% of all B2B buyers, traditional sales companies, and sales teams have fully adopted remote selling. An even higher percentage has at least partially adopted remote selling. There are many benefits that come with online sales and work, the primary of which is that it’s easier for customers to make purchases without needing to travel to a store or call a phone number.</p>



<p>Smaller manufacturers are shifting online to make sure that they continue to have a strong presence in the market. Many of these manufacturers no longer have the capabilities needed to provide services and products in a traditional manner.</p>



<h2><span id="4_New_Marketplace_Launches">4. New Marketplace Launches</span></h2>



<p>There are several eCommerce marketplaces that have accommodated the shift that manufacturers have made to eCommerce platforms, the primary of which include Alibaba and <a href="https://sell.amazon.com/blog/getting-started/how-to-find-wholesalers">Amazon Business</a>. Despite the advantages of joining these platforms, many large manufacturers have begun to create their own marketplaces, which is a long-term solution.</p>



<p>Platforms like Amazon Business don’t provide larger manufacturers with the ability to stand out from the rest. In fact, <strong>more than 70% of businesses that launched their own marketplaces experienced market share growth in 2021</strong>. Technologies and innovations like Metaverse are also providing value by showing B2B companies how to create fully digital eCommerce platforms where their customers can purchase products/services or interact with one another.</p>



<h2><span id="3_New_Payment_Platforms">3. New Payment Platforms</span></h2>



<p>Since the COVID-19 pandemic began, revenues have dropped among many B2B businesses that relied on in-store sales. To weather these issues, new payment platforms have been created for the purpose of allowing businesses to make payments in installments or delay their payments.</p>



<p>For instance, Alibaba provides B2B companies with a program called Payment Terms, which allows certain businesses to pay for the products or services they purchase within 60 days following the receipt of an invoice. One notable advantage of using the Payment Terms feature is that there aren’t any fees or interest that the company must pay. By introducing new payment systems, B2B platforms are able to bring in new businesses and enhance the customer experience.</p>



<figure class="wp-block-image size-large"><img loading="lazy" width="1024" height="683" src="https://admin.brytdesigns.com/wp-content/uploads/2022/07/rupixen-com-Q59HmzK38eQ-unsplash-1024x683.jpg" alt="online-payment-systems" class="wp-image-4255" srcset="https://admin.brytdesigns.com/wp-content/uploads/2022/07/rupixen-com-Q59HmzK38eQ-unsplash-1024x683.jpg 1024w, https://admin.brytdesigns.com/wp-content/uploads/2022/07/rupixen-com-Q59HmzK38eQ-unsplash-300x200.jpg 300w, https://admin.brytdesigns.com/wp-content/uploads/2022/07/rupixen-com-Q59HmzK38eQ-unsplash-1536x1024.jpg 1536w, https://admin.brytdesigns.com/wp-content/uploads/2022/07/rupixen-com-Q59HmzK38eQ-unsplash.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<h2><span id="2_Digital_Payment_Negotiation_SaaS">2. Digital Payment Negotiation SaaS</span></h2>



<p>Software-as-a-service contracts use a software licensing model that allows individuals and companies to pay for the amount of software they use over a specific period of time. This methodology provides software companies with the opportunity to obtain ongoing revenues while introducing new features and security updates.</p>



<p>Negotiating an SaaS contract can be difficult without having access to the right tools. On the other hand, <a href="https://builtin.com/artificial-intelligence">modern artificial intelligence tools</a> allows companies to keep software licensing agreements up to date without issue.</p>



<p>The legal AI tools that B2B companies now have access to are able to use natural language processing and <a href="https://www.techtarget.com/searchenterpriseai/definition/machine-learning-ML">machine learning</a> to improve and adapt over time. Once onboarding and document uploading has occurred, the <strong>negotiation platform will be able to review SaaS contracts and recommend changes in a matter of minutes</strong>. While many of these processes were once performed manually, they can now be automated. This technology is a boon to legal departments for B2B companies that need to negotiate SaaS contracts at a large scale.</p>



<h2><span id="1_Large_Order_Remote_Sales">1. Large Order Remote Sales</span></h2>



<p>B2B buyers have started to make large remote orders at a higher rate. In fact, 7% of all B2B buyers are willing to spend over $5 million on these purchases online. More than 20% of respondents will spend anywhere from $500,000 to $5 million in a single online purchase, which is much higher than the 4% of last year. Businesses being more willing to buy large orders online allows B2B companies to expand their eCommerce marketplaces without taking on as much risk.</p>



<p>These eCommerce trends indicate that technology is becoming increasingly important to every B2B business that wants to maintain long-term success or grow in the near future. Improving your eCommerce platform should help you grow your company and acquire new customers. By integrating the aforementioned trends into your operations, you should be ready for any changes that occur in the B2B industry.</p>


Tag:"B2b"

Tag:
"B2b"