7 Proven Tips to Improve Your Website’s B2B Sales

Nathan Resnick
Nathan Resnick



Sometimes, it can feel like B2C brands have an unfair advantage when it comes to using their website to drive sales. A typical customer buying decision is made by a single person, often within a few days or weeks.

b2b website owners working together in an office

With B2B, on the other hand, buying groups are often made of multiple decision-makers as part of a laborious process that can take up to a year.

Still, your website can still be a powerful B2B sales tool. In fact, Gartner research shows that B2B buying groups spend 27 percent of their time related to buying activities conducting independent online research. That’s more than any other task in their buying process, including meeting with other members of the buying group or talking to sales reps.

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Because of this, your website is a crucial tool in driving B2B sales — but only if you take full advantage of it. Ensuring your website is well-positioned to meet the needs of B2B buyers will make all the difference for your brand growth. In this post, I’ll share seven proven ways to make it happen.

1. Provide instant, accurate answers.

Chances are, your B2B website’s homepage won’t cover every possible question a prospect might have about your services. But with so many B2B buyers preferring to perform independent research, you must ensure that they can find all the answers they need without leaving your website.

Two resources that can be especially helpful in achieving this are chatbots and knowledge management platforms.

Chatbots can be programmed to handle basic inquiries. When a human rep is needed for more complex questions, the chatbot should be able to seamlessly transition to them.

a chatbot on hubspot's homepage

A knowledge management platform can then be used by your reps to ensure they provide accurate information in a timely manner.

You can also enhance your B2B website with a dedicated FAQ or resources page. The easier you make it for buyers to instantly find the information they need, the more likely they are to buy.

2. Create interactive product demos.

Written answers are one thing, but actually experiencing a B2B service firsthand before buying can be truly transformative. Of all the resources you can offer prospects through your website, an interactive product demo may be the most convincing.

Tools like Walnut allow SaaS businesses to create personalized, interactive product demos for prospects. These demos can even be annotated to guide prospects on how to use the software to address their specific pain points. This tailored “sample” of the software makes it easy for prospects to understand what the software looks like in action and how it could be integrated into their current operations.

Regardless of the tool you choose to use, a demo gives prospects a much deeper understanding of what you have to offer, which can provide a powerful advantage over competitors whose services remain a relative unknown.

3. Sell based on value, not price.

The price of your services are undeniably important for B2B buyers, and you shouldn’t try to hide this information. But when tailoring your website copy for your sales pitch, your focus should be on the unique value and benefits that you can offer. Ideally, you’ll help prospects recognize that they can get a lot of benefits from using your services, regardless of price.

You can sell the value of your offerings when your website uses language that is carefully targeted to your niche’s pain points and interests. For example, consider two companies offering SEO — one provides general SEO services, while the other focuses exclusively on dentists. The business that focuses on dentists will be better equipped to showcase its value by emphasizing the benefits and pain points that are unique to them.

By selling based on value, the perceived value of your products or services will be quite high, even if your prices are higher than your competitors.

4. Highlight customer success stories.

In fact, surveys indicate that 92 percent of B2B buyers are more likely to make a purchase after they read a “trusted review.” Your website provides an easy solution for highlighting that social proof through customer success stories.

These testimonials highlight the experiences of your customers instead of focusing on the brand. They explain how a customer achieved a relevant goal or improved their own results by using your services.

a positive review on the ahref's website

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Depending on the nature of your product or service, you could share these success stories through something as simple as a quote from one of your current clients, or go in-depth with a case study that details how your business helped them succeed. By putting your current customers front and center, prospects can envision what you could do for them.

5. Tell your story with strong visuals.

As the saying goes, “a picture is worth a thousand words.” This may feel cliche, but the reality is that quality visuals will go a long way in selling your brand’s story.

After all, 65 percent of the population are primarily visual learners, who best retain information when it is given some sort of visual reinforcement, such as a video or infographic. Strong visuals help compress your ideas into a single compelling message.

For example, images of your team interacting with clients can demonstrate your commitment to service. Infographics could display statistical information that showcases the type of results you achieve for your clients. And screenshots of your software can help prospects better understand how they would use it. Choose the types of images that best fit your marketing needs so they can effectively support your copy.

6. Include multiple calls to action.

A single CTA likely won’t be enough to generate leads and sales for your B2B website — particularly if you follow standard web design practices, which entail a lot of scrolling. A single CTA can easily get lost or skipped over among all the other content on each page.

For example, the home page for Asana shows how CTAs can be incorporated into content. Besides a CTA located “above the fold,” additional CTAs can be seen throughout the page as visitors scroll. These buttons are generally positioned near eye-catching animations and interactive elements to capture attention.

an asana landing page with calls to action incorperated into the image

Image Source

Making call-to-action buttons stand out — and ensuring visitors can click on them from any part of the homepage — makes it much easier for them to navigate your site, sign up for a demo, or take other desired actions.

7. Content, content, content.

Trust is imperative in the B2B world — and few things can help you do a better job of gaining prospects’ trust than producing high-value content. Whether in the form of how-to blogs, case studies, or user guides, providing free content through your website will help establish your brand as a true thought leader in its niche.

Notably, surveys of marketers have found that 88 percent felt they were able to successfully build trust and credibility for their brand through content marketing. Establishing your brand as a trustworthy voice can encourage prospects to take a chance on you based on the value you have already provided.

To ensure your content delivers on these goals, always focus on providing value rather than being overtly promotional. This helps your content feel more relevant to prospects and gives it a greater sense of authenticity. Developing a personable and consistent brand voice will also help make your content more relatable — a positive perception that will likely carry over to the rest of your brand.

Building a Better B2B Website

Like it or not, many of today’s B2B buyers are far more comfortable doing product research on their own, only talking to a sales person once they have already made the decision to buy. Because of this, your website has never been more important.

By using these guidelines to build a compelling B2B site that effectively communicates what you have to offer, you will be far more effective at generating leads and sales.


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