How B2B software buyers actually use your site
They rarely arrive cold. Somebody at a conference mentioned you, or a colleague forwarded a name, and now they’re on your homepage doing diligence with a specific question: does this company do the thing I need, for a company like mine, and are they still around.
So the visit is about routing and validation. Which product is mine. What does it actually do, in words I’d use. Who else in my role uses it. And a quieter check: is there a news page with something on it from this quarter, or a podcast that stopped two years ago.
The same diligence is starting to run through AI tools, where someone asks which vendors handle a problem and gets a summary built from whatever the tools could read. A site whose product pages say plainly what each product does, and whose library is organized rather than a single endless feed, is the one that gets described accurately.
Three things a B2B software site has to do
Route by role from the first screen. If you sell to two or three different kinds of customer, the homepage’s job is to send each one to their side of the site immediately. One site, not several; separate sites split your search authority and double the upkeep.
Say what the product does, on its own page. One page per product, written in the customer’s words rather than the feature list’s, with a demo or contact path on every one. A page that links to the writing about that product does double duty.
Keep the library alive without a developer. News, podcasts and insights in one place, filtered by type and by audience, each item at a stable address, in an editor your own team can use. Migrated from your old site without losing the URLs you’ve earned.
