Why B2B businesses can’t afford to neglect their websites: Unlock your revenue through proven web development expertise

According to recent findings from SiteCore, over 76% of marketeers cite budget constraints as the biggest barrier to advancing their website’s capabilities. Even more concerning, one in three (31%) are investing less than 5% of their annual marketing budget into web experience, with only 16% of marketing executives believing their websites effectively support their primary revenue-driving objectives.

These statistics reveal a troubling gap between potential and practice, particularly when it comes to B2B businesses.

Here, we explore:

• Why a robust website and seamless web experience should be at the core of every B2B marketing strategy.

• How failing to invest in this key area can lead to missed revenue opportunities.

• How businesses can start making the most of their digital presence.

Your digital front door

When potential clients are browsing for information, comparing solutions, or seeking customer support, your website is often their first interaction with your brand. And in the commercial marketplace, where purchasing decisions are often high-stakes, long-term, and involve multiple stakeholders, a well-optimised website can make the difference between gaining a lead and losing one to a competitor.

So why do so many B2B businesses continue to underinvest in their web presence? If statistics are anything to go by it’s all down to budget. But can B2B companies really afford to cut corners when it comes to their website?

The impact of budget constraints

The data speaks for itself: 76%* of marketers cite budget constraints as a significant barrier to improving website capabilities, and many are allocating less than 5%* of their marketing budget to this area. The under-investment by companies in their websites suggests that they’re being viewed as secondary to sales functions and/or other marketing efforts, such as paid advertising or social media campaigns.

But the reality is that even the best marketing efforts will struggle to drive meaningful results if they’re sending leads to a poorly search engine optimised (SEO) website. Think of it this way: your website is often the destination point for many of your marketing campaigns. Whether you’re running Google Ads, launching email campaigns, or building your presence on LinkedIn, all of those touchpoints are likely driving traffic back to your site. If that site isn’t optimised to provide a strong user experience or generate leads, then the investment you’re making in those channels is much less effective than it could be. That’s putting it politely.

Just 0.05 seconds to make a great first impression

The good news is that the reverse is also true. A well-designed, optimised website has the power to significantly boost your revenue. Research by Behaviour & Information Technology shows that customers form an impression of a website within the first 0.05 seconds, meaning that poor design or slow load times can instantly turn potential leads away. A clean, modern, and user-friendly website, on the other hand, can build trust and credibility, encouraging visitors to take the next step in their buying journey.

Beyond aesthetics, there are practical reasons why an optimised website can directly support your revenue-driving objectives:

• Conversion Optimisation: Every click on your site should have a purpose. By using data-driven design and CRO (conversion rate optimisation) techniques, businesses can ensure that visitors are funneled toward key actions, whether that’s signing up for a newsletter, downloading a whitepaper, or booking a demo.

• Lead Nurturing: In the B2B space, long sales cycles are the norm. Your website plays a critical role in nurturing leads throughout their journey. With clear messaging, intuitive navigation, and valuable content (such as case studies, blogs, and webinars), you can guide prospects from the research phase to decision-making. With targeted and optimised content you can also improve the quality of your leads and deflect enquiries that may not be the right fit.

• SEO and Organic Traffic: A strong web experience also supports search engine optimisation (SEO). Well-structured websites with fast load times and relevant content rank higher on search engines, meaning more visibility and organic traffic without the need for paid ads. And given the high cost of paid traffic, increasing your organic reach is a valuable long-term strategy for sustainable growth.

Why B2B websites are often overlooked

Why is it that only 16%* of marketing executives feel their websites support revenue-driving objectives? One reason is that B2B websites tend to be treated as afterthoughts in a world where other marketing tactics - especially those perceived as more immediate or measurable - take priority. We often hear feedback such as “our business comes from referrals not the website” which misses the point because how would this change for these businesses if websites were invested in and optimised?

Unlike ad campaigns that end when the budget runs out, your website is an asset that can continue delivering value 24/7. It’s a marketing asset that, if built correctly on the right platform, can scale alongside your business, provide ongoing lead generation, and support every stage of the buyer’s journey.

Common website mistakes in the B2B space

There are several common mistakes that B2B companies fall into when it comes to their website:

• Overcomplicating the User Experience: Simplicity is key. If visitors can’t quickly find what they’re looking for, they’ll leave. A clear navigation structure, intuitive design, and simple calls-to-action (CTAs) are essential. Don’t over-complicate your message. Even the most technical of websites can be made accessible and engaging, with structured, well-planned content. Here’s an example of our latest site for Aquaspersions.

• Ignoring Mobile Responsiveness: While B2B buyers may do their research on desktop, they’re increasingly accessing content on mobile devices. Ensuring that your website is fully optimised for mobile is crucial to capturing these prospects.

• Neglecting Analytics: Unlike ecommerce businesses, many B2B companies launch their websites and assume the job is done. However, it’s important to regularly analyse website performance and make adjustments based on user behaviour, such as improving conversion funnels, adding fresh content, and updating CTAs.

• Unclear Messages: Many businesses fail to adequately describe what it is they actually do, what product or service they provide and how they can overcome the challenges that potential customers face. Avoid buzzwords, technical jargon and fluffy content.

How to maximise your website’s potential

To move beyond these mistakes and start realising the full potential of your website, B2B companies should focus on a few key areas:

• Invest in User Experience (UX) and Design: Investing in modern web design and user experience is essential for keeping visitors engaged. This includes ensuring that your website is fast-loading, visually appealing, and easy to navigate.

• Content is King: Intent is crucial to building trust and credibility. Regularly update your site with high-quality content, such as blogs, whitepapers, and case studies that address the specific pain points of your target audience.

• Lead Generation Tools: Incorporate tools like chatbots, pop-ups, and email subscription forms to capture leads while visitors are on your site. Don’t let potential customers leave without offering them a reason to stay in touch. Don’t forget to connect your website to your CRM to gain maximum benefits.

• Optimise for SEO: A strong SEO strategy will help your website rank higher in search engine results, driving organic traffic and increasing your visibility. Make sure your website is optimised with relevant keywords, meta descriptions, ALT tags and headers.

In conclusion: don’t let your website hold you back

While budget constraints may be a reality for many companies, the importance of a strong web experience cannot be overstated. Your website has the potential to be your most powerful marketing tool, providing a platform for lead generation, customer engagement, revenue growth - and, of course, reinforcing all the key elements of your brand’s reputation.

It’s time to stop viewing your website as just a checkbox on your to-do list and start seeing it for what it truly is: a key driver of success in the B2B space.

Applied Digital Marketing has been building high performing, revenue driving websites since 1999. If you’d like to discuss how we can support you with your website give us a call or contact us here.

*Source: SITECORE covering the United States, Canada, the United Kingdom, and Australia.

** Source: Behaviour & Information Technology / Gitte Lindgaard