There’s no denying the way we discover and engage with brands is completely transforming. It's nothing new, even in 2020, over two-thirds of Google searches ended without a click. So, six years (and an AI revolution later) it’s something that B2B marketers need to react to, because if prospects aren’t clicking through anymore, where does that leave brand websites?
Here’s why having a great B2B brand website still matters in this AI-driven era of discovery:
Here’s why having a great B2B brand website still matters in this AI-driven era of discovery:
Your brand website will always be your shop window
AI-driven search has fundamentally changed the way we find information, with many of us turning to social channels, AI assistants like ChatGPT or voice search on devices. To keep pace, search engines like Google are using AI models to not only answer queries but add context in a much more conversational way.For years now, we’ve seen featured snippets and knowledge panels serving this information. But AI-powered discovery, results from AI-summaries (and voice assistants) are massively accelerating the amount of information being delivered without having to leave the page. But what happens to the old faithful brand website in this new age? Well, it'll always have a place as your most powerful shop window. Just now there might be fewer people walking down your virtual high street. Social platforms seem to be following this zero-click shift too. LinkedIn rewards posts that keep users engaged on its platform, and Instagram still hasn’t enabled clickable links in its posts. For B2B marketers, this issue is huge. How do you engage people with your brand’s value proposition if they can’t click through? Delivering compelling, value-driven content in short, engaging formats that align with platform algorithms works just fine if you’re marketing a product for B2C audiences, but what about B2B buyers who need more than bite-sized pieces of content?
As we know, B2B prospects need in-depth insights, data and case studies to make informed business decisions. These are all the things a traditional brand website would serve. But if search and social channels are dead set on keeping people on-platform, how do marketers engage with them on a deeper level? The issue of balancing visibility with ensuring access to in-depth, authoritative brand content is a real challenge for B2B marketers.
Zero-click and websites are for different things
AI-discovery might be changing how audiences find brands, but it’s a long way away from ever being an all-encompassing solution to B2B buying journeys.While AI’s great at delivering fast answers and top-level summaries, it’s often lacking in both the nuance and depth required in making complex buying decisions. B2B buyers are far from impulsive, they rely on building customer trust and credibility over a longer term. Of course, AI can introduce a brand to a prospect, but it can’t replace that bond or that process entirely. This is where brand websites remain essential.
AI streamlines discovery, but can you really streamline the depth, transparency and trust of a well-crafted brand website? AI is certainly capable of guiding and directing prospects to more relevant content, but it tends to fall short when it comes to nurturing that interest through to conversion.
B2B brands still need websites, especially when audiences want to conduct deeper research or see demonstrations before completing a purchase. In fact, it’s thought that 70% of B2B buyers won’t make a purchase without thoroughly researching a company’s website first. So, whether you choose to focus on testimonials, case studies or clarity of services provided, in the era of zero-click search, your website is as critical as ever for giving prospects the validation they need to complete the cycle and close the deal.
Websites are still a powerful asset
We said it before, your website is your brand’s shop window. And that's a metaphor we believe in. There’s nowhere else that can capture your values, vision and personality in quite the same way. And when customers want to know more, and they will, (often as they move closer to conversion) they need somewhere to go. Your beautifully crafted B2B brand website.For B2B brands, trust is so important. Decision makers don’t close deals through cursory interactions, they need validation that your company is legitimate, competent and capable of delivering on its promise. And your website is arguably the only place online they can be assured of that. In a time where misinformation is rife, having a digital space that establishes trust, transparency and authority is indispensable.
It's not just about establishing trust either, websites also give brands a space to create an emotional, human connection. Through storytelling and thought leadership content, your website is the place to nurture long-term relationships with customers – something AI stands no chance of replicating, at least not yet anyway.
Chris Banner
Creative Director
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From zero click to hero content
While zero-click search and AI-powered discovery may have changed the way prospects discover and connect with brands. They're still only part of the puzzle. Brands still need a home online to tell their story. If anything, zero-click is highlighting what brand websites are really good at, showcasing authority and expertise in more meaningful ways. In a time where search engine algorithms call the shots, having an owned space for sharing your brand story and vision is going to prove more vital than ever.Want to see how powerful your B2B brand website can be? From a little optimisation to a complete refresh, we can help. Get in touch at hello@uppb2b.co.uk
