Top 5 Types of Website Content to Increase B2B Internet Marketing Conversion

Brian Bluff co-founded Site-Seeker with his brother Eddie in 2003. He received his degree in micro-electric engineering from RIT and later served in the United States Navy.

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The other day I was chatting with one of our Syracuse, NY Internet Marketing Clients about the need to add more content to their B2B website. We have been working with these folks for several years and they are now ranking on the first page of Google, Yahoo! and MSN (Live) for about 90% of their most important keyword phrases. So while there is always room for improvement, i.e. driving more traffic, we decided that this year, we would focus on conversion. With conversion in mind, we began to talk about the types of content that are important to B2B buyers.

As an aside, many of our B2B Internet Marketing Clients know they need more website content, but don’t know where to begin. Further, they just plain old don’t have the time to create the elusive, and never ending, “more content”.

If you’ve been following this blog, you know that I promised a third in a three part series on B2B Internet Marketing. Well this is it, the third and last post in this series. See the bottom of this page for links to the first and second posts.

Before we dive in, let me give credit where it’s deserved. The data I reference in this post comes from one on my favorite Internet Marketing companies, Enquiro Research. Specifically, I’m referring a white paper entitled “Marketing to a B2B Technical Buyer”.

I’m going to make this quick… The top five types of website content necessary for a B2B company are:

1. Pricing information,

2. Detailed product information,

3. Product comparisons,

4. Downloadable information, and

5. Your approach to doing business.

 Our Syracuse, NY Internet Marketing Client is like a lot of companies, they don’t sell a fixed priced widget and they are therefore reluctant to put pricing information on their website. Yet this is the single most important content in the eyes of prospects visiting their website!

Look Ms. Syracuse, NY Internet Marketing Client, I surely understand, but I wonder if it’s possible to find some middle ground. Why not discuss your approach to pricing, when payment is due, what forms of payment you accept, and/or what types of guarantees you offer? If you can’t include pricing because you provide a custom solution, state this and ask visitors to call you for a quote.

Enquiro concluded “…when it comes to influencing B2B buyers in all phases of the purchase cycle, simple, extensive and clear product information should be the first priority for content developers, website architects and the marketing team.”

To our Syracuse, NY Internet Marketing Client, now that you know what to write, it’s time to roll up your sleeves and get to work…

Click the link below to read the first post in this B2B Internet Marketing series:

1.The Secrets of B2B Promotion – Not as hard as it looks… or is it?