We all know the COVID-19 pandemic made business-as-usual very unusual. It also made a lasting impact on how your customers want to conduct business. Increasingly, B2B buyers are going online to make business purchases at an unprecedented rate and companies with a results-focused website and online marketing strategy can reap great rewards.
HubSpot, a B2B marketing automation platform, aggregates data from its customer base of more than 100,000 companies to understand how business metrics have shifted as businesses grappled with the impact of COVID-19. According to HubSpot, when COVID-19 was declared a global pandemic in March 2020, B2B website traffic took off and continues to climb month by month — currently 83% higher than pre-COVID traffic.
As B2B buyers move their purchasing online, businesses with an established online presence have a competitive advantage. Is your company ready for this surge in online business? To assess your situation and learn the key drivers of a B2B website that grows sales, consider the following questions to see if your website is “open for business.”
1. Is it Customer-focused?
All too often, B2B companies do not design their website for their customers. Rather, they take an egocentric approach, more interested in talking about themselves than showcasing the information their customers are seeking. If your website does not serve your customers, it is not serving you, either. To be successful, your B2B website must:
Provide useful and relevant...
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