Writing Content for a B2B Website – A Primer

How To Write Content For A Successful B2B Website

If we had to make a list of the most important problems that impede otherwise well-designed and -developed websites, there’s one problem that would certainly top the list. That would be: not understanding your audience. For us, understanding who your audience is and why they have come to your site is the most crucial part of understanding how to serve them.

One of the ways that this often rears its head is when we see B2B sites that are created with more of a B2C approach. In this article, we’re going to talk about some of the steps to make sure that you understand the difference in these two approaches and have tools to create content for a B2B site. That way, your B2B website will do better in capturing business and speaking to the needs of your audience.

What’s the Difference Between B2B and B2C Selling Anyway?

B2B (Business-to-Business) and B2C (Business-to-Consumer) are two distinct business models that describe the types of transactions and relationships between companies and their customers. Understanding the differences in these two models, as explained below, is crucial for understanding how to create great B2B content.

Target Audience:

  • B2B businesses sell their products or services to other businesses and organizations. The customers in this model are typically other companies, institutions, or government entities.
  • B2C businesses sell their products or services directly to individual consumers or end-users for personal use.

Sales Cycle and Decision-Making:

  • B2B sales cycles are usually longer and involve more complex decision-making processes. Purchases often require the approval of multiple stakeholders, and considerations include factors like cost, ROI, efficiency, and how the product or service aligns with the business’s needs and goals. Often, the purchase is for a higher dollar-amount.
  • B2C sales cycles tend to be shorter, and the decision-making process is more straightforward. Consumers base their buying decisions on personal preferences, emotions, convenience, price, and brand perception. B2C purchases are often for a lower dollar-amount.

Order Volume and Frequency:

  • B2B transactions often involve larger order volumes due to businesses purchasing in bulk for their operations. However, these transactions may occur less frequently.
  • B2C transactions generally involve smaller order volumes but happen more frequently due to individual consumer purchases.

Marketing Strategies:

  • B2B marketing is typically focused on building relationships, providing valuable information, and showcasing expertise in the industry. It often involves targeted marketing to specific industries or businesses.
  • B2C marketing is more consumer-centric and aims to appeal to the emotions and desires of individual customers. Mass advertising, social media campaigns, and influencer marketing are common in B2C strategies.

Product Complexity:

  • B2B products and services are often more complex and specialized, tailored to meet the specific needs of businesses or industries. These products may require technical knowledge or integration with existing business processes.
  • B2C products are usually simpler and designed for ease of use and mass appeal. They may not require extensive technical knowledge for consumers to understand and use them.

Customer Relationship:

  • B2B relationships are often characterized by long-term partnerships and ongoing interactions. Building trust and providing excellent customer support are crucial for B2B success.
  • B2C relationships are typically shorter-term and more transactional. While customer support is still important, the emphasis is more on delivering a positive buying experience.


Creating Great B2B Websites and Sales Content

Now that we’ve established the differences between B2B and B2C models, let’s talk about how to write great content for your B2B website. Here are some steps to make sure that your approach to B2B sales content is tailored for your audience.

  • Understand your target audience:

    Before you start writing, know your target audience, their pain points, and their needs. Understanding your potential customers will help you tailor your content to resonate with them. What roles do they have at their company? What approvals do they need? What problems are they trying to solve for their company?

  • Define your value proposition:

    Clearly state what sets your company apart from competitors and how your products or services solve your customers’ problems. Your value proposition should be easy to understand and should be prominently displayed on your homepage.

  • Keep it clear and concise:

    B2B audiences often seek information quickly, so avoid overly complex language and get straight to the point. Use clear headings and subheadings to break up content and make it easy to scan.

  • Showcase benefits and outcomes:

    Instead of focusing solely on features, emphasize the benefits and outcomes your customers can achieve by using your products or services. Demonstrate how you can add value to their business.

  • Utilize case studies and testimonials:

    Back up your benefits and outcomes with case studies and customer testimonials that highlight successful implementations of your offerings. This social proof builds trust and credibility.

  • Provide educational content:

    Create a blog section or resources area where you share industry insights, guides, and informative content that helps your audience solve their challenges. Position your company as a thought leader in your field.

  • Use a professional tone:

    Maintain a professional tone throughout your content. Avoid jargon or overly casual language that might not resonate with your B2B audience.

  • Incorporate visuals:

    Use high-quality images, infographics, and videos to break up text-heavy content and make it more engaging. Visual content can help convey complex information more effectively.

  • Include clear calls-to-action (CTAs):

    Guide visitors towards the next steps you want them to take, such as filling out a contact form, requesting a demo, or downloading a whitepaper. Make CTAs stand out visually.

  • Update regularly:

    Keep your website content up-to-date, especially if you have new products, services, or industry-related news to share. Regular updates show that your business is active and attentive.

  • Analyze performance:

    Use website analytics to monitor how visitors interact with your content. Analyze user behavior to make data-driven improvements to your website over time.

By understanding the differences between B2C and B2B sales models, you can create B2B websites and content that do well to attract the business of your target audience. Follow our guidelines to create great B2B content, showcasing your strengths in ways that institutional and other business buyers can understand, enabling them to take action.

Get in touch with Millennial Web Development to get started on your B2B website.