4 things your B2B website can teach buyers

Recent stats say 62 percent of buyers already have a final list of vendors before they ever reach out to a sales team. They also tend to have complex, difficult buying processes that can drag on as their buying committees grow.

Those trends are putting educational content into focus for 2025. By connecting with audiences early on, providing information they find valuable, and building their trust, you get a higher chance of showing up at the top of that final vendor list.

Here are four ways your B2B website can help you do that.

1) Teach them how to use your product

B2B products and services often require onboarding for customers to integrate them into their processes. That creates a great opportunity for educational content on your website, especially visuals or interactives that let users immerse themselves in the topic they’re learning about.

For example, a how-to video can outline the steps to troubleshoot, maintain, or repair a product. An interactive 3D model can show your product with labels on all its parts, allowing users to visualize how it works and how it fits into their system. A series of blog posts can explain how to select, install, or store a product for better results.

For more ideas, ask your sales and technical support teams about the types of questions they get most often. Their feedback might inspire you to deliver answers in new ways.

2) Teach them about the industry

Given the complexity of B2B industries and how often things change, users seek out information from sources they can trust. As an expert in your field, you’re well positioned to provide it.

Think about defining common industry terms in an online glossary, answering industry-related questions on a dedicated FAQ page, or discussing the latest trends in a blog post or video.

3) Teach them the impact of your solution

The right web tech can help you show off the strengths of your product by demonstrating a related concept. For example, does your product help customers save money, materials, or emissions? A calculator tool can help them compare data to understand exactly how much they can save by using your product. Does your product have a broader environmental or social impact? An infographic, video, or blog can educate buyers about the stakes before positioning your brand as the solution.

There’s plenty of room to be creative here, but in particular, statistics and data are a great educational tool that can really pop with the help of animations or interactivity.

4) Teach them how to work smarter

Does your audience have to contend with strict regulations, efficiency goals, or tight deadlines? (Considering we’re still talking about B2B, the answer is probably yes.) Your website can teach them how to meet these challenges.

Case studies might be the most straightforward example, showing your process by following a basic story: a customer comes to you with objectives or obligations, you provide a solution, and the result benefits them in some way. The trick is to tell the story in an engaging way that showcases your unique approach to creating solutions.

If your team has lots of industry-related tips and tricks to share, those could also make for a series of helpful blogs, videos, and interactives.