If growing your B2B ecommerce business via finding new customers is critical to your ongoing success, you would benefit from creating a series of public-facing pages that cause new customers to reach out to you instead of your trying to find them.
As a B2B company, the idea of creating public-facing pages might be a bit foreign for you—it’s not unusual that a B2B organization hasn’t done this before. To make it simple, here are four things that you should consider putting on the public-facing pages of your site to effectively drive new customers to find you. (Want to know more about why you might want to add public-facing pages to your website? Check out Reaching New Customers With B2B Ecommerce.)
- The description of your ideal client. If you could hand pick the perfect client for your company and your products/services, what would that company look like? Describe what your product does and who it best serves—then put this information on your public-facing web pages. Why? The best way to find your perfect client-base is to “advertise” for them by making sure that the search engine crawlers know who you want to do business with. Doing so will help the crawlers know who to send to your site.
- The niches or industries you serve. The rule above applies for niches or the specific industries that fits best with your product. Get specific about which niches or industries you want to work with—and then say so. Prefer to work with small businesses located in a tri-state area? List it here. Prefer to work with multi-national enterprise manufacturers of electronics parts? Spell it out. The more specific you are, the better the possibility that your ideal customer will find you via search engine indexing.
- Details about doing business with you. Potential customers are going to want to know what it’s like to do business with you. Should a new client expect to sign a license agreement to resell your product? What are the basic details of your dealer or partner program? Are only certified dealers allowed to purchase product from you? You don’t have to give away any trade secrets yet, but it’s good to give potential B2B customers enough information to decide whether they want to pursue doing business with you.
- Your contact information. Make sure that any companies that are interested in doing business with you know how to contact you to take the next step!
By creating public-facing pages with important business-specific information on them, you provide the search engine crawlers with the opportunity to get to know more about you. Public pages can be indexed which, over time, will help you increase the likelihood that potential customers will find you as they search for companies and products like yours.
To learn more about how to make your B2B ecommerce initiative a success, download the white paper, B2B Ecommerce Success – Seven Questions to Consider When Beginning an Ecommerce Initiative.