Many of our clients have been in business for years, but they could still improve their content and use it to strengthen their positioning within the market. One of the easiest ways to do this is to build credibility with your clients and your audience. The more credibility you have, the more likely you are to be perceived as a leader in your industry. A website lacking a strong message does the exact opposite of this and can reduce your credibility with users. Users are more critical of a B2B website than a B2C website. In fact, B2B businesses have a 61.04% bounce rate vs. the 54.24% bounce rate for B2C businesses. Non-relevant content and a bad website design are of no help either. B2B websites have a higher standard to meet when it comes to user expectations.

There are 4 types of content assets that you can include on your website. Each is more or less important to users when establishing credibility.

  • Research reports and white papers
  • About us/-Team Bios
  • Client lists/Testimonials
  • Case study examples

1. Research Reports and White Papers

Research reports and white papers include data that support your product or service. The research is usually conducted by an independent party. Conducting a research report helps your potential clients determine whether you can help them solve the specific challenges they are facing. You can conduct research and surveys like customer satisfaction studies, concept testing, and price testing. Make your product testing process transparent to the public. Conducting research on focus groups about the usability of your product and services can give you strong data and insights that you can use to support your product and services. Each of these will give you relevant and useful data that you can use in reports and white papers.

Sharing research reports and white papers with your audience will make your audience perceive your business as a responsible and trustworthy one, and can help you build credibility. According to research, 31% of respondents consult white papers while researching B2B products.

2. About Us Page

An About Us page, which includes the bios of key team members and showcases your organization’s collective experience. Also, it presents the expertise that you bring to the table. Sharing information about your team communicates a collaborative office culture and helps potential clients relate to your organization, experience, and values.

User expectation is another reason to have a clear and detailed About Us page on your website. According to 2 studies conducted over an interval of 5 years, “the user’s subjective satisfaction with About Us sections decreased from 5.2 to 4.6 (on a 1-7 scale)”. Users expect to find at least some information about the owner, key people, company history, and the solutions offered by the company on the About Us page. A lack of basic information reflects unprofessionalism. However, you can easily build credibility around your company by featuring the people behind it.

3. Client Testimonials

Sharing client testimonials is a key tactic to showcase your successes on your website. Sharing real-life examples of work you have done in specific industries addresses the types of challenges your company is equipped to overcome. It also presents the benefits potential clients can expect.

46% of B2B buyers prefer to ask their colleagues and peers for advice when looking for products. Similarly, 88% of consumers read online customer reviews when evaluating a business’s value. To ensure the best value for their money, a skeptic customer will put more trust in the reviews of fellow buyers as opposed to claims made by the company itself.

4. Case Study Research

Case study examples are a great way to present work you have done while guiding prospective clients through your process. Taking a step-by-step approach helps clients understand how you tackle projects from concept to completion, as well as the many details considered along the way.

According to research, 47% of buyers cite case study examples as an important resource for research, followed by webinars at 39%. 41% of respondents stated that they read 3 to 5 pieces of content before interacting with the company or a sales representative.

You can outdo your competition by providing your prospects with-examples of case study, webinars, and other content that will help them conduct their research for B2B products more efficiently, and build credibility around your product or service.


These content assets, along with articles, videos, infographics, and social media, will improve your website’s visibility and increase its credibility. Prospects will be more likely to buy from you if you provide authenticity and peace of mind that comes with trustworthiness.

Is your website effective at establishing credibility? Check your content to see if it includes the above 4 elements in a way that adds value for readers. Our team here at Pace Creative is happy to help you edit or develop content to build credibility on the channels you use to target your B2B audiences. We would be happy to help improve your conversion rate as well! 😊 Looking for a new type of content to get your audience’s attention? Try virtual reality!

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