B2B companies serve a huge range of industries, but the one thing they all have in common is a need to reach their intended users and demonstrate to those users that their business is the best option to meet their customer’s needs. Informational webpages are one way to bring in new users and keep them coming back for more.

What is an Information Webpage?

Generally speaking, an informational page is a webpage that provides users with in-depth information on a certain topic. They are different from product pages, whose primary functions are to get a customer to convert (make a purchase or submit a form, etc.), or from category pages, which are designed to push users deeper into the site towards product pages.

While informational pages can and should direct users to other parts of your site, their primary purpose isn’t to push conversions, but rather to inform users (shocker!) and guide them towards making a decision.

Why Do I Need Informational Content on my B2B Website?

The benefits of writing informational marketing content are many and varied, but two major benefits are:

1. Casting a Wide Net to Reach New Users

One of the biggest benefits of informational content is that it captures users who are in a higher level of the sales funnel, generally the awareness or interest phases. (See the Sales Funnel Diagram below).  Customers at this level have a long way to go before they are actually ready to make a purchase or submit a form. They may not even know what type of product or service they need – just that they have a problem that needs solving.

Information pages specifically target users at this general level of inquiry and give them the tools to decide how best to solve their problem. If your informational content can help users make these decisions, they are more likely to trust your expertise and come back to your business when they are ready to make a purchase or inquiry.

Basically, information pages are casting a wide net and by doing so, can bring in more traffic to your site and more return users who may eventually convert to customers.

2. Building Trust and Establishing Credibility

What better way to build trust with your customers than to have pages of content dedicated to showing off your knowledge and expertise in your field? If you can answer questions and help guide users like we discussed previously, then those people are more likely to trust your business and keep your company top of mind when it’s time to take action.

This credibility with users carries over to their Google search engine results. Because of Google’s personalization feature, their algorithm is more likely to show users search engine results of websites they have previously visited. So, if you can catch users when they are just starting to look for a product or service, they’re much more likely to keep returning to your website. 

Need Ideas for Informational Content on Your B2B Website?

We have a team of digital marketers and copywriters that work almost exclusively with industrial websites.  They can work with you as part of an SEO program to establish a content marketing strategy tailored specifically for your industrial business and designed to help your b2b website rank better in searches and increase your leads.