The problem with online B2B lead generation is that marketers can't look a potential client in the eye during first contact. Internet or offline content marketing depends on building trust through written materials, images or videos.
B2B marketing teams need to have their say in the web design of a company online site. The moment a possible customer clicks on the organization's homepage, the website should demonstrate the same degree of honesty as the rest of an integrated marketing campaign. Here are three tactics for building trust through business web design:
1. High-quality web design
The first way to demonstrate dependability is through quality. A company's web design should be easy to use, uncluttered and responsive. A professional website demonstrates commitment to superior service across all mediums and shows the organization is not a fly-by-night operation.
Inc. suggested a responsive web design free from digital errors is important for gaining the trust of audiences that are asked to submit personal information online. This is especially true for companies that ask for payments over Internet platforms, but could be just a valuable for B2B marketing teams requesting data for audience research.
2. Introduce the people behind the company
One of the leading causes of distrust from online audience members is the absence of visible business contact information. A lack of phone numbers, email addresses or social media profiles may make it seem like a business hides from potential partners and doesn't provide people to back up its product and services.
Clearly displaying multiple channels for communication shows a business wants to hear from audiences. Smart Insights said organizations shouldn't just share contact information, but should also describe who potential consumers will be talking to. An about us or company mission page allows website viewers to get to know the human beings behind an organization.
3. Show commitment to partner success
A business website should not just promote company products and services, but how its offerings can help potential consumers. Web design may function as a B2B lead nurturing tactic when viewers feel the resource settles their particular fears.
Online content marketing can build trust by displaying how the company puts people ahead of profit. Sharing comments from successful clients or a Q and A page that provides solutions for common concerns and pain points allows a business website to serve as an effective tool in personalized inbound marketing.