What Pages Should You Include on Your B2B Website?
Becca Anderson,
Copywriter
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What Pages Should You Include on Your B2B Website?
A recent report published by HubSpot found that the most successful B2B websites contain between 51-100 webpages, generating 48% more traffic than industrial websites with less than 50 pages. But what pages should you include on your B2B website? What are the best practices for choosing industrial webpages? And what kind of content should each page include?
To protect yourself and your clients—and with the bonus of upping your trustworthiness ranking in the eyes of Google—include a clear, concise privacy policy page on your industrial B2B website.
The Top Four Pages to Include on Your Industrial Website
While the exact pages you include in your B2Bwebsite design will vary depending on you, your business, and your goals, there are a few pages that every B2B industrial site should contain: a home page, product and service pages, a contact page, and a privacy policy.Home Page
It may go without saying, but we’ll say it anyway. Your B2B website’s home page is the most important page on your website. It is your virtual storefront, the most likely entry point for users entering your site, and your chance to make a lasting and effective first impression. Consider including:- Your business’s value proposition or mission statement
- The benefits of working with you
- Credibility builders, such as testimonials, certifications, and client logos
- Links to your main product or service pages
- Short videos describing your company culture, facilities, or services
Product or Service Pages
If your home page is the face of your website, then product and service pages form your industrial site’s body. According to a survey conducted by the Content Marketing Institute, 94% of B2B industrial customers research online before making a purchase or contacting one of your representatives. Product and service pages can contain:- Original product or service descriptions
- How your product or service benefits the customer
- What differentiates you from your competition
- Brief videos, such as demonstrations, tours, or other relevant information
Contact Us
Contacting your business should be fast, straightforward, and pain-free for prospective or current customers. Establishing an easy-to-find Contact Us page is the best way to do this. You might highlight:- A contact form
- Email addresses
- Telephone numbers
- Other relevant contact information
Privacy Policy
Posting a privacy policy to your website isn’t just a recommendation—in many cases, it’s a legal requirement. Regulations and guidelines about the collection and usage of user data can sometimes be tricky to navigate as it doesn’t matter where your business is located, but rather where your website’s visitor is located. So while you may be based out of Minnesota, your prospective customer may be protected by California’s CalOPPA or the European Union’s GDPR.To protect yourself and your clients—and with the bonus of upping your trustworthiness ranking in the eyes of Google—include a clear, concise privacy policy page on your industrial B2B website.
Best Practices for Selecting Other B2B Website Pages
B2Bwebsites should always reflect your business’s SMART goals. Once you have established what you want your industrial website to accomplish, you can begin to select and design additional pages. These pages could include:- About Us. A well-crafted About Us page can communicate your company’s values, branding, and mission to prospective customers and potential future employees.
- Informational Resources. Blogs, informational pages, and other resources represent a unique opportunity to get personal with your industrial website’s visitors. You can build expertise, drive traffic throughout your site, and address common concerns.
- Case Studies. Case studies are a valuable tool in any B2B industrial website’s marketing toolbox. By showing off exemplary past projects, you can prove your trustworthiness and quality of work to potential customers.