B2B Websites that appeal to the whole funnel are more successful

The consideration stage

This is the point where you need to be ready to answer all of your customer's questions, they will now have a better understanding of their needs and are evaluating different options. Your B2B website should provide them with detailed information about your product or service, as well as comparing it to similar offerings from competitors. At this stage, potential customers are still doing research and aren't ready to make a purchase yet--so don't expect them to buy anything immediately!

There are several things that you can do here:

• Provide case studies of how other businesses have benefited from using your products/services.
• Tell potential customers why they should choose you over another company offering similar services or products (including price comparisons).
• Share testimonials from previous clients who have been happy with their experience working with you (this will help build trust).

Here is a great example of a case study from Infosys.

The decision stage

The decision stage is the final step in the main buying funnel. It's where you make a sale and convert visitors into customers. Potential customers at this point would have narrowed down their options and are ready to make a purchase. But they may need help with requesting a quote or the ordering process, such as pricing, shipping, and payment options. At this stage your website needs clear calls to action telling the customer how to buy from you, such as “Call us to order”.

Frozen dessert manufacturers, Langtons, have a clear ‘call us’ call to action at the top of every page. It stands out and matches their sense of fun branding.

If your goal involves a customer making a purchase through your website, then ensure you have a clear and easy-to-use ordering system that minimises the risk of errors or confusion. Alternatively, if your goal is for a customer to make contact with you, then make it clear that you have a customer service team that is available to answer any questions and help if needed.

B2B websites that appeal to the whole funnel are more successful than those that don't. These websites provide educational content at the awareness stage, detailed product information and social proof at the consideration stage, and clear and easy-to-use ordering and contact systems at the decision stage. By meeting the needs of buyers at each stage of the funnel, B2B websites can convert more visitors into customers and achieve long-term success.

Building loyalty

In addition to the three main stages of the marketing funnel there is a fourth stage: loyalty. At this stage, the buyer has already made a purchase and is satisfied. Leverage your satisfied customers and use your B2B website to build brand loyalty by providing ongoing support, valuable content, and personalised experiences.

Building loyalty is essential for long-term success in B2B marketing and having a website that prioritises this stage of the funnel is more likely to retain customers and grow your business over time. By continuing to engage and support your customers, you can create a loyal fan base that will recommend your products or services to others and help drive further growth.

If you have any questions, you can ask us anything about B2B website optimisation, or anything else digital.