When you’re building a new site or refreshing your current web design, it’s easy to get in the mindset of just wanting to get the site done and launched. For B2B companies that don’t rely on their website to drive e-commerce and instead use it more as a point of presence, it’s even easier to default to the standard sitemap—Home, About, Services, Case Studies, Contact, and maybe a few other typical pages that you see on most sites.
Simplification is always a good thing. However, oversimplifying your website strategy can hinder your marketing. You want to create the best possible user experience by guiding visitors to the information they need to decide whether your services are right for them.
One of the best ways for a B2B company to enhance its website is to create Industry pages speaking precisely to certain audiences. These pages can either be in addition to or in place of the Services page(s). Here are a few examples of when Industry pages are useful:
Diverse Industries
If your business works across many industries that generally don’t relate to each other, a separate page speaking to each industry can help you show the breadth of your capabilities while immediately guiding any given visitor to the page that matches their profession. Without those separate pages, a visitor landing on a general service page might be left wondering whether you have experience working specifically with their type of business. They may or may not contact you to find out, whereas some reinforcement upfront could have led them to make the call more confidently.
To bolster an Industry page, include any case studies of work you have completed in that industry. Put yourself in the seat of your potential client and answer their questions with examples from your experience.
Different Services
Some industries may lean into certain services more than others. For example, a transportation company might be more interested in logistics services, while a hospitality brand might be mostly focused on wholesale manufacturing. Industry pages allow you to spotlight the services that a prospect is likely searching for and fade the other services that are less relevant to the background or possibly omit them altogether to eliminate clutter. Each Industry page can have the same templated layout, just with varying services swapped in as applicable.
To streamline the web browsing experience, keep a simplified navigation that prospects can quickly scan for the information they’re seeking. We recommend including relevant imagery with supporting messaging as well.
Distinct Messaging
Speaking the right lingo is a great way to build rapport with a prospect. It lets them know that you understand their business and can provide tailored solutions. Your salespeople do this every day. With Industry pages, your website can too! Not only that; it’ll give your salespeople a leg up by bringing in prospects who are already aware of your company’s relevant experience and offerings. Instead of the salesperson starting the discussion at square one, they’re speaking to a much warmer lead who is likely seeking confirmation more than information.
When organizing case studies, lean on your team members who are customer-facing. They will be able to provide suggestions for how prospects refer to specific projects. For example, internally, your company may refer to a service by an acronym or formal name. Meanwhile, a prospective customer may refer to that same service using a completely different set of words. In your case studies and copy, use the terms your customers are using.
Ready to add Industry pages to your B2B website or perhaps discuss a full redesign? We have an easy and effective process for us to quickly learn each of your verticals and develop compelling, industry-specific messaging. Contact us to learn more.
