Rules for BtoB corporate website content
- Advanced -

Hello. I'm Haga from the BtoB team in the Marketing & Sales department.

Content is an important element of a BtoB corporate website. Its quality has a big impact on the results of the website. In the previous basics article , we introduced the "5 basic contents" that are essential for a BtoB company's corporate website.

<Five basic contents>
・Company information ・Product and service information ・Notice information ・Recruitment information ・Inquiry form

In most cases, these basic contents are already prepared, but simply having the content is not enough. In order to further increase the appeal to users, the elements of "basic content + α" are important.

So this time, I would like to explain the "+ α" part as an advanced version.

How can you effectively convey the appeal of your company to users? We would like to introduce some effective content that applies the three elements of "company," "products/services," and "people" along with some reference examples.

1. Content that visualizes the characteristics and strengths of a company

First, let's think about content that visualizes your company's features and strengths.
Due to the nature of B2B companies being aimed at corporations, their names are often not well known to the general public, and most users do not understand "what these companies do." Even if the company name is known, it is often the case that people are not fully aware of "what features they have" or "what they are good at."

Basic company information alone is not enough to promote your features and strengths. You need to "visualize" your company so that users who visit your website can fully understand it.

For example, if your business operations or business processes are complicated and unfamiliar to many people, it would be a good idea to have a page that summarizes them in an easy-to-understand way. It is also effective to use infographics or other methods to visually appeal to the points you want to highlight using numbers and catchy slogans.

Content that condenses the appeal of the company into one page

Microwave Chemical Co., Ltd. "Learn in 3 minutes! About Microwave Chemical Co., Ltd."
http://mwcc.jp/company/three_minute.html

The catchy title "Understand in 3 minutes" grabs your attention and appeals to the reader's ease of reading. Everything that will deepen your understanding of the company's overall picture, from the company's philosophy to an explanation of its business operations, examples of its technology applications, and the results that can be obtained, is condensed into one page.

Content that shows features and strengths through numbers

Riso Kagaku Corporation "Riso Kagaku explained by numbers"
https://www.riso.co.jp/learn/data/

The website uses numbers to explain various elements, such as the company's features and strengths, in a Q&A format. The use of photos and infographics makes the content intuitive and easy to understand.

Content that honestly communicates the reasons for choosing us

Towa Foods Co., Ltd. "Why choose Towa Foods?"
http://towa-foods.co.jp/reason/index.html

It lists the reasons why your company's products are chosen. It introduces your commitment to quality and service, and visualizes your features and strengths. The design is clean and easy to understand, and the layout makes effective use of photographs for an easy read.

2. Content that enhances the value of your products and services

The second is content that increases the value of your company's products and services.
For B2B companies, product and service introductions are the core of the website. If you have a large variety of products and services, you need to categorize and organize them appropriately so that users can find the information they are looking for.

However, what users want to know is not just basic product information, but also what features and benefits it offers and how they can use it.

For example, by introducing solution proposals for problems users have and case studies of companies implementing the solution, users can concretely consider implementing the solution. Another effective method is to compile the attention to detail, know-how, and useful information about products and services as content. Sharing technology and knowledge not only within the company, but also compiling and publishing it as content will lead to trust from users.

All of these will increase the value of your products and services and encourage users to purchase them.

Content that utilizes the "real voices" of customers

ChatWork Inc. "Introduction Case Study"
https://go.chatwork.com/ja/case/?click=header-navi

Case studies are made into content in the form of interviews. You can find case studies from other companies by "purpose," "effect," "industry," and "scale." As they are told in the actual voices of the people in charge, the structure makes it easy for the reader to imagine what it will be like after implementation.

Content that "systematically showcases" research and technological capabilities

Ushio Inc. "Research and Technology Information"
https://www.ushio.co.jp/jp/technology/

We have systematically compiled research and technical information related to our company into content, which highlights our high level of research and technology from multiple angles, including our organization, facilities, implementation examples, project introductions, and news information.

3. Content that showcases the appeal of the company through the employees

The last type of content is one that promotes the appeal of the company through the portrayal of its employees.
A corporate website is complete with content that conveys company information, products, and services. However, it is the presence of each and every employee who works at the company that makes users feel like "I want to ask this company (or person) for work" or "I want to work at this company (with this person)" and take action.

We convey on the web the "human charm" that a salesperson feels when meeting a customer or a job seeker when meeting an employee face-to-face.

In recent years, more and more companies are putting effort into recruiting content in order to secure good human resources. Through interviews with actual employees, job seekers can imagine what it would be like to work at that company. This makes them feel like, "I want to work with these people."

Another option is to run a blog as a communication tool between customers and employees. From serious technical (work) related articles to employee introductions, you can convey the appeal of your company (and the employees who work there) from various perspectives.

Content that allows you to visualize the future in which you will work

Sanei Hytechs Co., Ltd. "New Graduate Recruitment Site"
https://recruit.sanei-hy.co.jp/newgraduates/

By using many photos of employees, it is a recruitment site where you can see the faces of the employees. The introduction of the education system and work is explained in an easy-to-understand manner using photos and flow charts of training scenes and working situations. We have prepared content that allows you to imagine your future self working there.

Content that gives a glimpse into the daily work of employees

Sansan Inc. Official Blog "33 (mimi)"
https://jp.corp-sansan.com/blog/

An official blog where employees take turns writing articles. You can get a glimpse into the daily life of the company through introductions to technology, company systems, and employees. In addition to articles that are useful for work, there are also interviews that convey the real voices of employees, giving you an idea of "what kind of people are at the company and what they are thinking."

Following on from the basics in the previous article, in the advanced section we introduced effective content on three elements: "company," "products/services," and "people."

Basics: 5 things you should definitely check out
Advanced: Content that more strongly appeals to the three elements (company/products/services/people)

First, check whether the "basic content" of a BtoB company's corporate website is lacking, and then think about "applied content." By strengthening the parts that are not being fully communicated at present and the parts that you want to communicate more, I think you will get closer to creating a more successful corporate website.