For
BtoB
sites, the home page is the first page that prospective customers access when they are interested in your product or service. Potential customers who have come into contact with you through search engines, web advertising, the media, SNS, events such as exhibitions and seminars, and other places outside the site become interested and visit the top page.
Whether you can properly provide the necessary information on the home page to potential customers visiting your site will affect the overall performance of your site.
This time, we will introduce the key points for creating the top page of a BtoB site.
Role of the top page
For BtoB sites, designing from the customer’s perspective is important. The key is to create a detailed site design that guides customers with CTA in mind, with the aim of improving CV through inquiries and downloading materials.
The home page is the first page that potential customers see when they come to your site after learning about your product or service outside of your site. The home page must clearly communicate the following two points to potential customers visiting your site.
① Design the shortest route for potential customers to convert easily
Providing easy-to-understand directions to potential customers who come to make inquiries or download materials will improve your CV.
According to the “User Behavior Survey on B2B Service Sites and EC” conducted by WACUL, it was revealed that the majority of users who converted a CV go directly to the top page to request information or to the inquiry form.
The results of this survey show that it is extremely important to present the shortest route to CV to prospective customers who visit the home page.
On B2B sites, 58% of all CVs go directly from the home page to the form (WACUL survey) | MarkeTRUNK
② Appropriately provide and guide prospective customers with the information they seek
The homepage, the first page a potential customer visits, acts as a hub for other pages. It is necessary to understand what information is posted on which page, to create interest, and to make the page move.
When posting content from other pages on the top page, it is not necessary to post all the content, but by introducing the main points, you can show what kind of information is being posted. The top page is not a page to be read carefully, but rather a page to quickly read and understand where the information you want to know is located.
The following page content is recommended for BtoB sites: We will also introduce the points to consider when creating each page.
- Features
- function
- Fee
- Introduction example
- event
- column
- Download materials/Inquiries
Learning from SaaS companies, tips for creating feature pages for BtoB sites | MarkeTRUNK
Learning from SaaS companies, points for creating feature pages for BtoB sites | MarkeTRUNK
Learning from SaaS companies, points for creating pricing pages for BtoB sites | MarkeTRUNK
Learning from SaaS companies, BtoB Points for creating example pages for sites [Part 1] |
Learning from MarkeTRUNK SaaS companies, points for creating example pages for BtoB sites [Part 2] |
Learning from MarkeTRUNK SaaS companies, points for creating event pages for BtoB sites | MarkeTRUNK Learning from SaaS companies, points for creating event pages
for BtoB sites Column page creation points | MarkeTRUNK
Learn from SaaS companies, CTA setting points for BtoB sites | MarkeTRUNK
What is the optimal EFO for BtoB sites? | MarketTRUNK
Content to be posted on the top page
We will post the main points of each page on the top page and guide potential customers to each page from the top page. When reflecting the points of each page on the top page, it is a good idea to post them in the following order.
① First view ② Features ③ Functions ④ Introduction examples ⑤ Events ⑥ Column
①First view
On the first view of the top page, we configure a catchphrase, main visual, and CTA (download materials/contact us) so that prospective customers can instantly understand that the page is relevant to their needs.
A catchphrase tends to focus on the features and strengths of the product or service that the company wants to highlight, but it also emphasizes the benefits and changes that can be realized for the customer. Also, so that potential customers understand that you can solve their problems, understand the problem before creating a catchphrase.
In order to make it clear what the main visual is, we will post the UI of the product/service or an illustration that matches the image of the persona. We will set up CTAs that will have a positive impact on sales activities after CV, such as downloading materials and making inquiries.
②Features
We will summarize the benefits and strengths of your product or service into three or four categories. We will specifically describe the benefits that can be obtained by introducing the product or service.
③Function
The features section lists major features that complement First View’s catchphrase and features. Pick up three to six at most and put them together. The top page touches on the main functions and directs you to the function page for a list of functions and detailed functions.
④Introduction example
In the introduction case study section, we will pick up comments from several companies that have actually introduced our products and services. By introducing the voices of companies that have adopted it, we can give a sense of trust in First View’s catchphrase and features.
In addition, if you list the number of companies that have introduced the service, the number of users, the logo of the company that has introduced the service, and the types of businesses in which the service has been implemented, along with case studies, you can further build trust.
⑤Event
We will post the latest event information. For events that have already ended, it is better to direct people to the lecture notes, or not to post them if there are no plans to hold the event.
⑥Column
The latest columns will also be posted. Similar to seminars, if you don’t have any plans to update your column, it’s a good idea to either not post it or to set up a banner that transitions to the column.
Content to be posted on BtoB site
Potential customers come to your site looking for solutions to various problems. They may already be familiar with the product or service and understand that the issue can be solved by introducing it, or they may be vaguely gathering information without clearly recognizing the issue.
For BtoB sites, it is important to comprehensively prepare content that corresponds to each stage of the prospective customer consideration process. If you have enough information that prospective customers want to know, you will have a better impression of your company and your subsequent sales activities will go smoothly.
In addition to the above, the following are other types of content that potential customers are looking for:
①Cost simulation
Simulation allows you to compare the current situation to see how effective it would be if it were actually introduced. The cloud HR and labor software SmartHR has a “Cost Reduction Simulator” installed on its website, which allows you to calculate how much cost reduction can be achieved by implementing it.
cost reduction simulator
②Support
This content allows you to learn about the support system up to installation, troubles after installation, and support for changing personnel. You can check the support system under “Support Services” on the Team Spirit website.
Team Spirit | Work style reform platform
③Awards/Achievements
In addition to introduction examples, the number of companies that have introduced our products, and company logos that have introduced our products, awards and track records are also effective in building trust in products and services. The groupware desknet’s NEO website lists awards and achievements as shown below.
About desknet’s NEO | Groupware desknet’s NEO
④Flow from inquiry to implementation
By showing how the process will proceed from inquiry to implementation, you can create a sense of security for prospective customers who are about to make inquiries. Expense Settlement System The Rakuraku Settlement website introduces the process in five steps from inquiry to start of operation.
Expense settlement system/Improve the efficiency of settlement operations such as expenses, transportation expenses, business trip expenses, etc. | “Rakuraku Seisan”
⑥Frequently asked questions
Frequently asked questions content is also an effective way to create a sense of security for potential customers who are about to contact you. The economic information platform SPEEDA posts frequently asked questions such as Q&A on prices, support system, etc.
Posting frequently asked questions during business negotiations here will help make your sales activities more efficient.
Economic information platform SPEEDA
summary
The top page clearly communicates the following two points to potential customers who visit the site: 1) Design a route with the shortest route for potential customers to convert easily; 2) Properly provide and guide potential customers with the information they seek. The main points of each page are posted on the page, and potential customers are guided from the top page to the lower pages.
For BtoB sites, it is important to comprehensively prepare content according to each stage of the prospective customer consideration process.