How Your B2B Website Can Be Your Most Effective Sales Tool


Salaries for your sales team, plus related costs (travel, accommodation, meetings etc), often represent one of the biggest outgoings for B2B companies. Often arguably so, as good salespeople are worth the expense in order to push your B2B forward and attain new clients.

However, engaging with a salesperson is rarely the first stage of the purchasing decision. According to Sales for Life, prospects conduct nearly 60% of the purchasing decision before even speaking with a sales team. Therefore, it’s vital your B2B website has a positive impact otherwise the prospect may never speak with the sales team, which would reduce the effectiveness of most B2B company’s biggest expense.

Instead, most B2B prospects would ask for recommendations from their peers or, most importantly, conduct a Google search and check out the websites of the top search results (paid and organic). This is where your B2B website can create the perfect first impression with potential prospects, cater to their needs and become your most effective sales tool.

So, how can your B2B website become your most effective sales tool? Here’s a few pointers…

Ease of use

Whilst your website may seem intuitive to you, that opinion may differ for the average prospect. B2B websites need to prioritise user experience and provide great user journeys. Each page is important (otherwise you don’t need it) and should form an intuitive step to funnel the prospect through to converting.

Mobile friendly

Considering that more searches are conducted on a mobile than on desktop, it’s vital that your B2B website is optimised for mobile. Not only can this boost your mobile organic search rankings, but easy browsing and avoiding user frustration on a mobile device could help your chances against your competitors with a staggering 21% of B2B websites still not mobile friendly.


Even mobile friendly websites lose visitors if they take too long to load. According to Google, 53% of mobile visitors bounce if a website takes more than three seconds to load. Website optimisation is vital to maximising the potential of your B2B website. Even simple tasks like compressing images can significantly reduce the size, and therefore speed, of your website.


Most B2B websites require the user to input information in order to convert, i.e. submitting a form with contact details. From July 2018, Google Chrome has started labelling websites non-HTTPS websites as ‘Not Secure’. An SSL certificate encrypts data sent and received via a website, protecting user data from unauthorised third party access. This can boost user confidence and help your B2B company outperform competitors who haven’t yet encrypted their websites.

These are just a few ideas on how your B2B website can become your most effective sales tool.

Want some more information specific to your B2B company?
Speak to our specialist team today.

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