Developing B2B Websites that Convert Over a Longer Sales Cycle
In B2B marketing, your website isn’t about quick conversions, it’s about staying in the conversation because weeks, months, sometimes years can pass before a prospect signs a contract. That means your site has to do more than grab attention; it has to hold it, giving people reasons to return until the timing is right.
The stakes are higher for B2B websites because the decisions are bigger. Larger budgets, longer contracts, and more stakeholders mean prospects scrutinize every detail. They notice if your last blog post is from 2021. They notice if your career page only lists job openings but nothing about your culture. They notice if your design feels dated or your photography looks low-effort. These are credibility signals.
Service Pages
One of the most overlooked areas of a B2B site is service descriptions. If it’s not clearly listed and easy to find, people will assume you don’t offer it. From an SEO perspective, each service (and even subservice, if you have them) needs its own page. That structure not only makes your site easier to navigate but also ensures prospects (and the search engines that brought them to your website) understand the full scope of your capabilities.
Build Robust Team Bio Pages
If you claim to have a team of experts, prove it. In professional services, what clients are really buying is the expertise of your people and an excellent working relationship. That’s why team bios matter. Each key staff member should have their own page with a headshot and highlights of their background and experience. These pages build trust, demonstrate credibility, and give prospects confidence that they’ll be in capable hands.
Strategic Video and Written Content on a B2B Website
Fresh and strategic content is so important. A high-profile case study with a video, a thought leadership blog, or a thorough service page can give client prospects a reason to return. Every time they come back, they should find something new that reinforces the story you want your brand to tell. And remember that it doesn’t always have to be brand-new content. Highlighting a service that not many people know you offer or re-introducing a cornerstone case study can be just as effective.
This is also where newsletters play a key role. It’s presumptive to assume people will keep checking your site on their own. A newsletter gives them a reason to return again and again, delivering value directly to their inbox and pointing them back to your site when you publish something worth reading.
Of course, none of this should happen in isolation. Your website works best when it’s connected in a web of other channels, especially LinkedIn. Each touchpoint reinforces the others, keeping your brand present until the prospect is ready to act.
Websites Designed for Recruitment
And while you’re focused on landing new work, your website is also speaking to another audience, your future employees. Recruiting is baked into B2B marketing. If your site doesn’t clearly communicate your values, your culture, and the kind of work, community, and growth that people can expect to be part of, you’re missing an opportunity to attract the talent who will help deliver for your clients.
The bottom line is a B2B website is a living, breathing part of your business development and recruiting strategy. It can build trust and create the conditions for someone to say ‘yes’ when the timing is right.
About half of the clients we build websites for also hire us to write some or all of the new content. We know how to create content that resonates with both clients and recruits balancing technical detail with a strong brand voice that compels.
Ready to design your website to work harder for your B2B business? Let’s talk about how to turn it into a tool that builds trust and wins work.