8 ways to supercharge your B2B website

Written by Martin Pahulje
October 28, 2021
8 ways to supercharge your B2B website

Your website is a customer’s first point of contact with you and your brand - you need to get it right, and you need to do it now. Perhaps you’re just starting out in the business world, or you’re a SaaS with miles on the odometer, but your site traffic is down. Either way, your website probably needs a tune-up. Regardless of what your target market is (B2C, B2B, B2B eCommerce), users want a product that is easy to find, a customer experience that is effortless, and a buying journey that is seamless to navigate. 

So how do you go about that?

It’s pretty straightforward actually. You need to focus your efforts on improving your website by optimizing your site for UX and SEO. Take a look at our helpful tips below.

1. Optimize Your Page Loading Speed

When it comes to your B2B website and ensuring you’re consistently delighting existing and new customers, you need to pay attention to speed. The page needs to load quickly for your visitors. If it takes too long, they will bounce. If there’s anything you take from this blog, remember this. It’s why we have this tip up first.

Page speed is not only important for UX, it’s also important for revenue, and SEO ranking.

According to Think with Google, 2 seconds is your sweet spot for an eCommerce website’s acceptable load speed. Once you hit 3s, the odds of someone navigating away increases by 32%, a 5s delay increases the bounce rate probability to 90%. Hit 10s, and you’re looking at a 123% probability that they’ll leave. 

So what should you do? Your first step is with a detailed look at your website. While page speed is subject to many factors such as the browser, device, web hosting provider, and content on the page, it’s the latter two you can address to get your website tuned-up.

Avoid cheap web hosting

Having a website is more than a unique domain name, a list of your products, and a “contact us” CTA.  You need upgrades and subscriptions for analytics, automation, plugins, optimizations, and other features to get the most out of it. It can get costly incredibly fast. With all these bills racking up, it’s tempting to cut costs when coming to your hosting service.

You might be inclined to think that it’s not the worst experience and it’s good enough (for now) until you can maybe afford to upgrade it later. Let us offer you some free advice; if you don’t do it now, you won’t have the chance to do it later.

Page speed is the difference between you or your competition getting the sale because clients can get in, get what they need, and get out. Lucky for you, a lightning-fast speed load doesn’t have to break the bank any longer. There are several hosting platforms that offer the speed and support you need, for a reasonable cost. It’s worth looking into as your first step towards tuning up your site.

Optimize/compress media

With the increase in the resolution of our screens, having high-resolution images and videos is the expectation from consumers. On the other side of the screen, high-definition cameras live in cell phones, and sophisticated digital SLRs are no longer out of reach for weekend photographers and content creators. Hence, it’s easy to upload a large media file to your site. It looks fantastic, sure, but it also is going to slow down your load times. will also harm your SEO rankings.

A key metric in where you land in the rankings is based on Google’s Core Web Vitals (CWV), which looks at a holistic picture of a user’s experience, engagement, and performance. To put it simply, search engines will reward a site for improving the visual and interactive experience for users. 

Therefore, you need to familiarize yourself with what the best file format would work best in a given situation, and how quickly you can get your content elements to load. This means converting images and videos to MP4, AVIF, JPEG, GIF, PNGs, or WebP, or exploring external hosting services and offering an embedded version on your page. 

Reduce the number of HTTP Requests

A sequence in web design is building out the pages to be informative and eye-catching, before looking at how functional they are from a speed and UX perspective. This means that there are multiple JavaScript and CSS files running to render themes, plugins, etc. Each of these requires its own HTTP request, and each request takes precious loading time.

You can reduce your HTTP requests in several ways:

  • Having your website graded - Hubspot offers a free Website Grader, which can give you a hint as to how many requests you’re getting.

  • Removing any images that are extraneous, and optimizing the rest.

  • Minimize your use of plugins where possible, especially those that require their own JavaScript/CSS files. 

  • Set your website to load JavaScript files asynchronously.

2. Put important content above the fold

This is the part of your site that visitors see first, so prioritize loading these elements first, then have everything else load as they scroll down. In all honesty, there’s no reason to load things that the user won’t see right away. 

This can be done by positioning all of your above-the-fold content at the beginning of your HTML code, so your browser loads it up first. 

3. Define clear conversion paths

Since we’re talking about speed, you should evaluate how quickly you can offer your services. It seems counterintuitive to want to rush the customer, but when they’re ready to buy, you don’t want anything to hold them back. Therefore, you need to make it easy to offer your service or product. For example: 

  • If you’re a B2B SaaS, offer a self-service demo or a subscription upgrade without having to talk to a sales rep first.

  • Streamline the customer journey between landing on a page, and a contact form, with a clearly defined process.

  • If a new customer ends up on your site, implement helpful tools (such as FAQs and CTAs) that make it easy to generate leads and convert them, while not being too ‘sales-y.’

4. Optimize For Omnichannel and Mobile

The B2B audience doesn’t only rely on one access point to surf the web and conduct business, especially in 2021, where remote work is more prevalent and enterprise applications are mobile. They’re on tablets, mobiles, laptops, and different OS’s. Hence, you need to make sure that your site is responsive and you’re offering a unified experience, no matter how they’re accessing. In fact, more B2B eCommerce is conducted on mobile than ever before - as much as 70% of the traffic.  

It’s essential to offer a B2B-optimized shopping experience, as many B2B shoppers won’t recommend a business with a poorly developed platform. Offer all relevant product information, ordering tools, mobile payment systems, and chat/communication systems at the fingertips of your customers, if you want to attract and retain them. Thankfully, choosing the right platforms and partners, such as Hubspot, can help.

5. Deliver Resources For Education aka Blogs

There’s no reason to overlook the tools that Inbound Marketing can offer. Not familiar with the term? It’s a methodology that attracts customers by creating content that starts a conversation, demonstrates your knowledge, and offers information/insights that can provide value to a customer. Unlike B2C marketing, B2B marketing thrives on providing relevant content that helps build trust and generate leads that turn into conversions.

Not only are you demonstrating that you’re putting your customer’s informational needs above your own branding and sales-focused content, but you’re also helping your organic SEO rankings by seeding your website with relevant keywords.

Bottom line: if you want a long-term relationship with a B2B client and earn their investment, invest in your website’s content. And if potential customers can find you via your organic traffic, you’re doing it right.

6. Help Wanted: FAQ’s, Chatbots, Contact Forms

Much as the previous point indicates regarding informational content about your products, you should also make it easy to contact you.

B2B customers want to feel listened to and don’t want a hassle to get answers. They also need a quick turnaround. As a business yourself, you know that time is crucial.

The best ways to make the answers readily available are:

  • Offering Q&As and FAQs about your products publicly. Odds are, customers will have similar questions and will find valuable knowledge immediately.

  • Chatbots are a seamless way to offer a point of connection with a customer. With quick automated answers, immediate conversation, and the option to connect to a live customer representative, will pay dividends.

  • Contact information on every page, even a contact us CTA that leads to a form works brilliantly. 

86% of B2B customers, according to PwC, are “more likely” to pay more from a vendor that offers a “great customer experience,” and they spend 13% more on average to buy products from such vendors. Can’t argue with those numbers.

7. Display Your Reviews, Testimonials & Customer Comments

This is one of the most overlooked aspects of supercharging your B2B site - your customers’ opinions. These aren’t just things that the B2C crowd finds important. It’s a vitally underused feature of a website that can offer a lot of benefits.

In fact, only about 43% of B2B companies say they have product reviews on their websites – and only a further 20% say that they are seriously considering adding any. Why not make yourself stand out within that 43% that know the value of a good word.

On the other side of the equation, a full 93% of customers have admitted that they are “more likely” to consider purchasing a product that they’ve read positive reviews about, and there’s no reason to believe that this doesn’t apply to both B2B and B2C customers. It’s a great way to help build customer trust, boost your conversions, and help your bottom line. 

8. Pay Attention to Your SEO

After you address all of the above points, you’ll see that you’ve just hit nearly 90% of any “Optimize your SEO” blog out there. Of course, there is no magic bullet, as Google’s algorithm is always changing, so you also need to ensure you’re dedicated, creative, and persistent with your website.

To ensure that you stay on top of the SERP (Search Engine Results Page), you need to understand that Google rewards great content (written and visual), backlinks, consistency, loading speed, and the use of short-tail and long-tail keywords. 

If you’re unsure where to start after reading this blog, regular site audits can take a look at your speed, your site’s health, and look at the other critical factors to identify where you can improve, and get your website ranking at the top of the page.

No leads? No problem.  Find out why your website is underperforming.

Martin Pahulje
Post by Martin Pahulje
October 28, 2021
I've survived life in the trenches of ad agency marketing, only to find myself sucked into the world of content and inbound marketing, spending far too much time drinking coffee, searching for stable WiFi, staring out into space, and endlessly revising my Hubspot workflows.