B2B Website Best Practices


Now it’s time to bring your ideal customer profile, data-driven keyword strategy, and brand guidelines together to build your most important marketing asset: your website. All of the content on your website should be based on a well-defined buyer persona, and every design decision should be based on your branding.

A well-designed website that offers a satisfying user experience adds credibility to the content and message you display there, making your content something people will be more likely to share.

For B2B tech companies, there are a few main goals you should have for your website:

Guide visitors to your product or service pages to push them toward the consideration and decision stages of the buying process

Become a hub of information with valuable and relevant blogs and long-form content

Create landing pages and forms that convert visitors into leads

Starting out, it can be beneficial to find a few websites with an overall look that is close to your vision and attempt to recreate some of the elements you like, tailoring them to your own branding and content.

We recommend designing your website on WordPress and using a WordPress theme that grants you a high degree of customization through tools like WP Bakery, even without requiring a professional web developer. 

The WPBakery Page Builder, gives you full control over how every section looks, feels, and where things are placed with just a simple drag and drop.

Marketing Strategy website WPbakery

Solutions like these allow you to look the part of a multi-million dollar company, even on the budget of a startup. The ability to manipulate every detail of your website design is crucial for the longevity of your marketing campaigns because eventually you will want a degree of customization that traditional templates just can’t provide.

For example, there is no other website out there that looks exactly like our EBQ website because every section is tailored exactly to our specifications. This is the same type of work that our Marketing Specialists provide for clients, so contact us and let us assist you in building a high-quality custom website if you need help getting started.

Anatomy of a product page

Your product pages, the pages where you give a full introduction to your solution and what value it provides, are a main destination you want your visitors to end up at.

Whether they land here through a Google search or navigate to it themselves from another page on your site, these visitors tend to be looking for specific information about your product, often have a higher level of purchase intent, and could be further along in their buyer’s journey.

Whereas visitors landing on a blog page or homepage could have varying reasons for coming to your site (research, job searching, serendipity, etc.).

So how do you optimize your product pages to make sure you provide the information they’re looking for?

Your visitors won’t want to keep reading unless you understand them first. The market analysis you performed in step #2 can be of help here, as your product page is the place where you can outline all the big pain points that your solution helps solve.

The written content on these pages should be based on your SEO keyword strategy, which is why we suggest starting your keyword research on the product/service level. Your data-driven approach to researching keywords should help you compete in the search results, so relevant visitors will be more likely to find these pages.

The page for our Appointment Setting service is one of our most clicked-on pages, and we have a well-rounded keyword strategy to thank for the high search ranking and the amount of traffic we get here.

It’s important that all of the elements on your product pages are search engine optimized. Ultimately you should provide the best user experience possible, including adhering to technical SEO best practices.

This is referred to as on-page optimization and includes elements like:

Marketing Strategy website homepage

Optimizing the loading speed of page elements, especially for mobile

A page title based on the primary targeted long-tail keyword

Correct hierarchy of meta titles on the page ( <h1> for page title, <h2>, <h3>, etc.)

Meta descriptions that include relevant keywords and concisely state the value that can be gained from the content, used to describe your page on the SERP

Short, easy-to-understand URLs that includes the primary keyword and matches the
< h1 >title of the page 

Content is optimized for featured search snippets by including a concise definition or description of the primary long-tail keyword in the form of a paragraph, list, or table

Take a look at this section of our Appointment Setting service page:

Marketing Strategy website B2B appointment setting section

Because of our effective use of on-page optimization, this section now appears in position #0 (the pop-out snippet) and position #1 for the search term “B2B appointment setting,” a high-volume yet relevant keyword for our industry.

ebq appointment setting search snippet
Marketing Strategy website average CTA featured snippets

The more steps you take to get visitors on your product or service pages, the more chances you will have to convert them to leads and even customers. Some things you can do to get the most out of these critical web pages include:

Link to your product pages in relevant pieces of content

Incorporate branding and attractive visuals throughout every design decision

Include an attention-grabbing call-to-action (CTA) to get visitors to take the next step

Chapter 8: B2B Content Marketing Strategies