B2B Tech Websites

1. Presentation Title
Subtitle
Month, #, Year
B2B Tech Website Best Practices
What do top B2B tech companies
put on their websites?

2. B2B Tech Company Website Best Practices
ANDY CRESTODINA
Co-Founder / CMO
SHAHIN DEJY
Business Development Lead
Welcome
AMANDA GANT
Director of Marketing

3. What are the top B2B tech
companies doing on their sites?

4. B2B Tech Company Website Best Practices

5. B2B Tech Company Website Best Practices
The Data

6. 1. Descriptive Homepage Headline
63% of B2B tech websites have descriptive headlines

7. This headline doesn’t clearly
describe the service

8. This headline says
exactly what they do

10. “What does this company do?”
Results of 5-second test for orbitmedia.com
New Site Current Site

12. “What does this company do?”
Results of 5-second test for orbitmedia.com
New Site Current Site

13. 2. Slideshows and Carousels
13% of B2B tech websites still use slideshows

14. https://www.navisite.com/

20. 3. Descriptive Navigation
…not just what we do, services, products.
55% of B2B tech websites use descriptive navigation labels

22. B2B Tech Company Website Best Practices
Generic navigation labels, common to millions of websites.

23. B2B Tech Company Website Best Practices
Descriptive labels that indicate relevance
to search engines and visitors

24. B2B Tech Company Website Best Practices
Simple dropdown with few options

25. B2B Tech Company Website Best Practices
Mega dropdown with lots of options

28. B2B Tech Company Website Best Practices

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31. How are visitors using
our navigation?

38. B2B Tech Company Website Best Practices
1. Any small links getting clicked a lot?
2. Any big buttons getting missed?
3. Are calls to action effective?
4. What gets clicked the most in the main nav?
5. What never gets clicked in the main nav?
5 Questions to ask your Navigation Summary

39. 4. Site Search
Is there a search tool in the header?
55% of B2B tech websites have a search tool in the header

40. No search tool in the header…

41. ...on a site with 16,600 pages

42. How are visitors using
our site search?

46. What page are they
searching from?

51. 5. Supportive Evidence
Are there testimonials, client logos, statistics, case studies?
63% of B2B tech websites feature evidence on the homepage

52. Client logos

53. Number of clients/customers

54. Example of an effective
testimonial

55. B2B Tech Company Website Best Practices

56. B2B Tech Company Website Best Practices
7 Things to add to your testimonials

57. B2B Tech Company Website Best Practices
Message, Messengers and Formats

58. B2B Tech Company Website Best Practices
Message, Messengers and Formats

59. B2B Tech Company Website Best Practices
Message, Messengers and Formats

60. B2B Tech Company Website Best Practices
Message, Messengers and Formats

61. B2B Tech Company Website Best Practices
Message, Messengers and Formats

63. Client logos
Video case studies
Gartner report
Statistics that highlight
their value / impact
Fill your pages with evidence…

64. Triggering urgency

66. 6. Specific Calls to Action
…not just contact us, learn more, click here
69% of B2B tech websites use specific CTAs

67. “Learn more” isn’t specific
“Contact Us” isn’t a CTA

68. Probably not specific enough

69. “Free Product Tour” sounds
specific and valuable

70. B2B Tech Company Website Best Practices
BENEFITS COSTS

71. B2B Tech Company Website Best Practices
RETURN INVESTMENT

72. B2B Tech Company Website Best Practices

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81. B2B Tech Company Website Best Practices

83. 7. Live Chat or ChatBot
33% of B2B tech websites use chat widgets

84. One of the biggest trends
in digital marketing

85. One chat widget is plenty

95. Putting it all together

96. B2B Tech Company Website Best Practices
source: Google UX Playbooks
Google’s Lead Gen Playbook

97. B2B Tech Company Website Best Practices
Google’s Lead Gen Playbook
source: Google UX Playbooks

98. B2B Tech Company Website Best Practices
source: B2B Service Page Checklist
B2B Service
Page Checklist

99. B2B Tech Company Website Best Practices
source: Google UX Playbooks
Google’s Lead Gen Playbook

100. B2B Tech Company Website Best Practices
When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability

101. B2B Tech Company Website Best Practices
When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability

102. B2B Tech Company Website Best Practices
When evaluating
options, what was most
important to you?
Security was
the top priority,
then scalability.
Security
Marketing Client
Scalability

103. B2B Tech Company Website Best Practices
What can you do now
that you couldn’t do
before?
Now I don’t have
to run that report
every time
Stop running the same
reports again and again
Marketing Client

104. B2B Tech Company Website Best Practices
What is the biggest
number you can get up to?
We have 14,000
total end users
Trusted by 14,000
professionals
Marketing Sales

105. B2B Tech Company Website Best Practices
What questions are you sick
and tired of answering?
“What if I want to
cancel my contract?”
Cancel anytime.
Marketing Sales

106. B2B Tech Company Website Best Practices
What questions should people
ask you, but they don’t?
Prospects never ask
about our testing and
documentation
The fact is, 80% of
software installations
are never fully tester
or documented
Marketing Sales