Social media. Videos and reels. AI chatbots. With so many digital touchpoints for B2B engagement, it can be easy to forget one of the most important portals of company information: the business website. Having an impressive yet easy-to-navigate website is a vital part of capturing the attention of investors, consumers, and even potential future employees or partners. Arch Collective explains why.

Increase Your Company’s Credibility

Over 20% of small businesses leverage their social media platforms in place of a website. The thinking behind this might be rooted in the success of social media marketing as a whole: SproutSocial recently released these compelling stats:

• There are 3.96 billion social media users globally.

• LinkedIn ad revenue shot past $1 billion in 2021.

• On Twitter, #Digital Marketing is now the most common marketing hashtag.

Surely with figures like these, relying on social media is okay? The answer still is and is always likely to be “No.” Forty-seven percent of purchasers still always use a company website for research, reviews, recommendations, and pricing. That’s because a website is a sign of credibility — a permanent online presence that’s as much an online storefront as it is a bastion of brand imagery and messaging.

Buyers who want your particular offering or something similar will definitely, at some point, view your competitors. No matter how unique your proposition is, you will have competitors, and researching them is a vital part of your brand research. However, your potential customers will have already done that research, and the company with the most professional, credible-looking website is very likely to get the sale.

A tech venture without a website immediately loses credibility within the industry, making it more difficult to engage potential stakeholders. This is particularly true for anyone with a B2B proposition. Would you buy goods for your company from a business without a website? It’s unlikely. Most business decision-makers will presume a company has gone out of business if they can’t find a website, so ensure your online presence is permanent and appealing to win the attention of both buyers and investors.

You can further increase your company’s credibility by ensuring your business website is accessible on all mobile devices. According to Google, 89% of businesses are looking for relevant products and services online, and 47% of those use smartphones and tablets, so ensuring you’re accessible and visually appealing on all devices is vital.

Create a Hub for All Your Touchpoints

If your content marketing strategy is up to scratch, then your website should be the first thing interested parties find when they “Google” you. However, your customers’ journey doesn’t need to end there. Your business website should quickly and easily direct visitors to the content that means the most to them. This might be the social media platforms they engage with the most. It might be a series of product demonstrations on YouTube. It could even be your company blog or other vital resources, such as whitepapers on topics your company has expertise in. Providing other businesses with valuable, shareable content is a prime way to position your team as experts within your field.

Visible icons with recognizable logos are ideal for social media links. Clear menus that avoid clutter help guide visitors elsewhere, and an FAQ section can be rich with useful links and resources. Talk to a marketing expert about the right content to have on your business website.

Boost Your Bottom Line

Of course, the primary reason all tech startups should invest in a business website is that it will help you gain leads and empower you to convert more leads into sales. Well-set-out information about your product, pricing, and even company values provides business website visitors with the key points they need to take back to their decision-makers.

As a growing business, another reason you need a great website is to impress potential future employees. Your team might be static for now, but as you expand and gain further investment, you’ll want the top talent in your field to come to you first when they’re looking to take the next step in their career. A professional website that encompasses what it’s like to be a part of your company can help capture the imagination of the brightest and best before your competitors do.

Final Word

Here at Arch Collective, we know a thing or two about creating a business website with impact. We’ll help you take your company visions and goals, plus your brand presence, and combine them into a website that will draw in all the right kinds of attention. If you want to learn more about how a high-quality business website gets your product out to the right people, book a 15-minute introductory call with our tech-focused marketing team.

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