Many B2B organisations used to rely on brochure-style websites. They seldom changed much if at all and were used simply to advertise your services. When the B2B buying process changed, websites had to undergo a significant change also so as not to lose their web page rankings. Today, websites have to constantly evolve in order to maintain page rank by offering a fundamentally different user experience to that of the past.
Even if most of your prospects do their in-depth research from their desktop, the chances are that they initially use a mobile device. Ensure your website is mobile-friendly in line with Google's mobile-first policy.
If your site will get many visits from mobile users, consider running a dedicated website optimised for that audience. Speed is essential here and critical to initially engaging site visitors.
We now live in the age of semantic search so you have to design your website navigation accordingly. Make sure that your site navigation complies with the opportunities offered by semantic search.
This is essential for a B2B website. Your visitor flow through the site should offer prospects the ability to find out just enough about you at each stage of their buying process and lead them to make contact.
Your design speaks volumes about you. A large percentage of visitors expect a great first impression.
Speed is everything. Most of your site visitors will expect your site to load in 3 seconds or less.
Your site visitors are likely to spend a large percentage of time using mobile initially.
A high percentage of your website visitors will spend more time on pages containing videos.