What are the main mistakes B2B companies make with their website?


Mark Ellaway
Digital Marketing Director

B2B companies are known for their complex and often slow-moving decision-making processes, and a lot of times, their websites reflect that.

However, this approach can be a major mistake and cost them potential customers, revenue, and market share.

Here are some of the most common mistakes B2B companies make with their websites, and why they need to fix them.

1. Lack of focus on the customer:

Many B2B companies make the mistake of focusing on themselves, rather than their customers. They use jargon-filled language, talk about their products and services in a way that is difficult for a layperson to understand, and fail to highlight the benefits and value they offer. As a result, they fail to engage and convert visitors into customers.

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2. Poor design and usability:

B2B websites often look outdated and are not user-friendly, making it difficult for visitors to find the information they need. This can result in high bounce rates and low engagement, which can negatively impact the company's bottom line. A well-designed website that is easy to navigate and provides a positive user experience is crucial in attracting and retaining customers.

3. Lack of mobile responsiveness:

With more and more people accessing the internet on their smartphones, it's essential that B2B websites are mobile responsive. A website that is not optimised for mobile devices is likely to drive away potential customers and result in lost sales.

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4. Inadequate content:

Many B2B companies make the mistake of providing too little content on their websites, failing to educate and inform visitors about their products and services. This can result in a lack of engagement, and it can be difficult for visitors to determine whether the company is the right fit for their needs. Companies need to invest in developing high-quality, informative content that provides value to their target audience.

5. Failure to track and measure performance:

B2B companies often fail to track and measure the performance of their websites, making it difficult to identify areas for improvement. A lack of data and insights can result in missed opportunities to optimise the website and drive better results. By tracking key metrics such as website traffic, engagement, and conversion rates, companies can make informed decisions about how to improve their website and increase conversions.

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6. Poorly optimised for conversions:

Many B2B companies fail to recognise the importance of having a website that is optimised for converting visitors into leads and customers. B2B websites should have well-designed landing pages that showcase key services, solutions, and value proposition effectively, and feature clear call-to-actions that encourage visitors to take the next step in the buyer’s journey.

7. Letting technical issues linger: 

B2B companies often ignore technical issues, particularly with outdated or poorly chosen content management systems (CMS). This leads to slow load times, compatibility issues, and security threats, hurting user experience and deterring potential customers. It can also affect businesses internally, a CMS that doesn’t gel with your other business apps can disrupt workflows and cause inefficiencies.

8. Not enough visual content:

Resource limitations can sometimes mean visual content gets overlooked. But, incorporating visual content such as engaging videos, diagrams, infographics, and charts into your B2B website can help increase visitor engagement and can convert dense content into compelling material. This not only makes content more digestible but makes it more sharable on socials, and also conveys your expertise.

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9. Overlooking search engine optimisation:

B2B companies tend to be more likely to shy away from spending money on SEO, perhaps because of a lack of understanding or misconceptions about its potential impact. But whatever the reasons, B2B customers are increasingly searching for suppliers online, so it's important for businesses to invest some time and money into a search engine optimised (SEO) website.

10. Lack of social proof:

Trust signals such as case studies, reviews, industry recognition, and clear contact information go a long way in breaking down scepticism and encouraging potential customers to take action. Many B2B websites inadvertently miss out on showcasing trust signals, often due to a lack of awareness, or even downplaying their significance.

In conclusion, B2B companies need to prioritise their websites and avoid these common mistakes if they want to succeed in the digital age. By focusing on their customers, designing a user-friendly website, optimising for mobile devices, providing high-quality content, and tracking performance, B2B companies can build a website that drives results and supports their business goals.

This article was updated on , filed under website content, website design, lead generation.

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