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B2B Tech Websites

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B2B Tech Websites

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B2B Tech Websites

  1. 1. Presentation Title Subtitle Month, #, Year B2B Tech Website Best Practices What do top B2B tech companies put on their websites?
  2. 2. B2B Tech Company Website Best Practices ANDY CRESTODINA Co-Founder / CMO SHAHIN DEJY Business Development Lead Welcome AMANDA GANT Director of Marketing
  3. 3. What are the top B2B tech companies doing on their sites?
  4. 4. B2B Tech Company Website Best Practices
  5. 5. B2B Tech Company Website Best Practices The Data
  6. 6. 1. Descriptive Homepage Headline 63% of B2B tech websites have descriptive headlines
  7. 7. This headline doesn’t clearly describe the service
  8. 8. This headline says exactly what they do
  9. 9. “What does this company do?” Results of 5-second test for orbitmedia.com New Site Current Site
  10. 10. “What does this company do?” Results of 5-second test for orbitmedia.com New Site Current Site
  11. 11. 2. Slideshows and Carousels 13% of B2B tech websites still use slideshows
  12. 12. https://www.navisite.com/
  13. 13. 3. Descriptive Navigation …not just what we do, services, products. 55% of B2B tech websites use descriptive navigation labels
  14. 14. B2B Tech Company Website Best Practices Generic navigation labels, common to millions of websites.
  15. 15. B2B Tech Company Website Best Practices Descriptive labels that indicate relevance to search engines and visitors
  16. 16. B2B Tech Company Website Best Practices Simple dropdown with few options
  17. 17. B2B Tech Company Website Best Practices Mega dropdown with lots of options
  18. 18. B2B Tech Company Website Best Practices
  19. 19. B2B Tech Company Website Best Practices
  20. 20. B2B Tech Company Website Best Practices
  21. 21. How are visitors using our navigation?
  22. 22. B2B Tech Company Website Best Practices 1. Any small links getting clicked a lot? 2. Any big buttons getting missed? 3. Are calls to action effective? 4. What gets clicked the most in the main nav? 5. What never gets clicked in the main nav? 5 Questions to ask your Navigation Summary
  23. 23. 4. Site Search Is there a search tool in the header? 55% of B2B tech websites have a search tool in the header
  24. 24. No search tool in the header…
  25. 25. ...on a site with 16,600 pages
  26. 26. How are visitors using our site search?
  27. 27. What page are they searching from?
  28. 28. 5. Supportive Evidence Are there testimonials, client logos, statistics, case studies? 63% of B2B tech websites feature evidence on the homepage
  29. 29. Client logos
  30. 30. Number of clients/customers
  31. 31. Example of an effective testimonial
  32. 32. B2B Tech Company Website Best Practices
  33. 33. B2B Tech Company Website Best Practices 7 Things to add to your testimonials
  34. 34. B2B Tech Company Website Best Practices Message, Messengers and Formats
  35. 35. B2B Tech Company Website Best Practices Message, Messengers and Formats
  36. 36. B2B Tech Company Website Best Practices Message, Messengers and Formats
  37. 37. B2B Tech Company Website Best Practices Message, Messengers and Formats
  38. 38. B2B Tech Company Website Best Practices Message, Messengers and Formats
  39. 39. Client logos Video case studies Gartner report Statistics that highlight their value / impact Fill your pages with evidence…
  40. 40. Triggering urgency
  41. 41. 6. Specific Calls to Action …not just contact us, learn more, click here 69% of B2B tech websites use specific CTAs
  42. 42. “Learn more” isn’t specific “Contact Us” isn’t a CTA
  43. 43. Probably not specific enough
  44. 44. “Free Product Tour” sounds specific and valuable
  45. 45. B2B Tech Company Website Best Practices BENEFITS COSTS
  46. 46. B2B Tech Company Website Best Practices RETURN INVESTMENT
  47. 47. B2B Tech Company Website Best Practices
  48. 48. B2B Tech Company Website Best Practices
  49. 49. B2B Tech Company Website Best Practices
  50. 50. B2B Tech Company Website Best Practices
  51. 51. B2B Tech Company Website Best Practices
  52. 52. B2B Tech Company Website Best Practices
  53. 53. B2B Tech Company Website Best Practices
  54. 54. B2B Tech Company Website Best Practices
  55. 55. B2B Tech Company Website Best Practices
  56. 56. B2B Tech Company Website Best Practices
  57. 57. 7. Live Chat or ChatBot 33% of B2B tech websites use chat widgets
  58. 58. One of the biggest trends in digital marketing
  59. 59. One chat widget is plenty
  60. 60. Putting it all together
  61. 61. B2B Tech Company Website Best Practices source: Google UX Playbooks Google’s Lead Gen Playbook
  62. 62. B2B Tech Company Website Best Practices Google’s Lead Gen Playbook source: Google UX Playbooks
  63. 63. B2B Tech Company Website Best Practices source: B2B Service Page Checklist B2B Service Page Checklist
  64. 64. B2B Tech Company Website Best Practices source: Google UX Playbooks Google’s Lead Gen Playbook
  65. 65. B2B Tech Company Website Best Practices When evaluating options, what was most important to you? Security was the top priority, then scalability. Security Marketing Client Scalability
  66. 66. B2B Tech Company Website Best Practices When evaluating options, what was most important to you? Security was the top priority, then scalability. Security Marketing Client Scalability
  67. 67. B2B Tech Company Website Best Practices When evaluating options, what was most important to you? Security was the top priority, then scalability. Security Marketing Client Scalability
  68. 68. B2B Tech Company Website Best Practices What can you do now that you couldn’t do before? Now I don’t have to run that report every time Stop running the same reports again and again Marketing Client
  69. 69. B2B Tech Company Website Best Practices What is the biggest number you can get up to? We have 14,000 total end users Trusted by 14,000 professionals Marketing Sales
  70. 70. B2B Tech Company Website Best Practices What questions are you sick and tired of answering? “What if I want to cancel my contract?” Cancel anytime. Marketing Sales
  71. 71. B2B Tech Company Website Best Practices What questions should people ask you, but they don’t? Prospects never ask about our testing and documentation The fact is, 80% of software installations are never fully tester or documented Marketing Sales

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