B2B Online Communication for Companies: Website Relaunch and SEO

Artificial intelligence is turning search into a conversation: Instead of using keywords, we now ask full questions that are answered contextually by assistants and chatbots – and this is changing how we search for information online.

1. Dialog-Oriented Search and Changing User Behavior

• Natural “W” Questions: Users now ask full-sentence questions (“How…?”, “Why…?”, “What…?”), clearly showing their search intent.
• AI Assistants in Everyday Life: Alexa, Siri, Google Assistant, ChatGPT, Gemini & others deliver direct, actionable answers, often without clicking on a website.

2. What Are the Consequences for Your Website?

• Question-Oriented Content: Texts need to be semantically thoughtful, clearly structured, and aligned with users’ “W” questions.
• Real Value Instead of Marketing Jargon: Comprehensive, easy-to-understand answers increase visibility in voice search, featured snippets, and generative search results.
• Technical Optimization: Use structured data and AI-optimized content to be detected and cited by search bots.

3. What New KPIs Exist for Online Communication in the AI Era?

• Shift in Metrics: Traditional KPIs (CTR, rankings, bounce rate) are losing relevance.
• Visibility Through AI Systems: What matters is whether content is found, processed, and cited by chatbots.

4. What Are the Fundamentals of LLM Optimization?

• Vector first!
• Semantic density and thematic coherence
• FAQs, bullet points for modular answers
• High domain authority through trust (sources and verification)
• Good machine readability for LLMs

Content is no longer ranked in the traditional way, but retrieved, interpreted, and cited.

5. Key Questions for Your B2B Content Strategy

• How often is my content accessed by AI?
• Does it semantically match the search intent?
• Is my brand mentioned and cited by AI?
• Is my content findable in the vector index and preferentially selected?
• Can GPTBot & Co. read and process it?
• Is my brand considered trustworthy by the machine?

Conclusion: Online visibility today means being present in the logic of how AI systems think and deliver information. To be found in the long term, you must understand how AI thinks—and craft your content accordingly.

Google, Facebook, Instagram or LinkedIn Ads: With SEA campaigns, you can reach your industrial target customers precisely, measurably, and cost-effectively—whether you’re launching a new website or aiming to strengthen your online communication long term.

How do I generate B2B leads with SEA?

1. Define Platform & Target Audience

Choose the right channels based on your buyer persona and buying cycle:

• Google Ads for intent-driven search queries (“buy B2B software,” “hire industrial service providers”)
• LinkedIn Ads for precise B2B targeting by industry, company size, or job title
• Facebook & Instagram Ads for awareness campaigns and remarketing your whitepapers or webinars

2. Optimize Ads & Landing Pages

Use long-tail keywords: “SEA for B2B companies,” “generate B2B leads with LinkedIn Ads”

• Use headlines in the form of “W” questions (“How do I increase B2B leads with Google Ads?”) to attract featured snippets and voice search
• Align your landing page with the ad promise—clear offer, single form field, social proof, and direct contact

3. Manage Budget & Bidding Strategy

• Use maximum conversion bidding (CPA targeting) or ROAS goals
• Set daily or monthly budgets to maintain cost control
• Leverage automated bidding strategies (e.g. target CPA) to keep cost-per-lead consistently low

4. Tracking & Analysis

• Install tools such as Google Analytics, Matomo, and possibly CRM integration for complete lead tracking
• Monitor KPIs: click-through rate (CTR), cost-per-click (CPC), cost-per-lead (CPL), and conversion rate
• Continuously optimize ads, visuals, and targeting based on A/B testing

5. Scaling & Automation

• Gradually scale successful campaigns: increase budget, expand targeting (e.g. “lookalike audiences”)
• Automate routine tasks using scripts or AI tools for bidding and ad creation
• Integrate your SEA strategy with content marketing, SEO, and social ads for maximum omnichannel effect

Your Benefits:

• Targeted B2B lead generation: You reach exactly the decision-makers who need your solution.
• Predictable budgets: Every euro can be tied back to CPL and ROI.
• Fast scalability: Test or enter new markets and segments with just a few clicks.

Get started now: Let’s develop your B2B online communication & SEA strategy together and launch measurable, predictable campaigns for sustainable growth!

• Informs credibly and authentically demonstrates your expertise
• Reflects your company’s image consistently in tone and design
• Actively generates new customers through clear offers and compelling calls-to-action
• Clearly stands out from the competition – with unique value and a distinctive appearance
• Is user-friendly: intuitive navigation, clear structure, and meaningful content hierarchy
• Is visually appealing and conveys emotion through coherent imagery and copy
• Is responsive – displays perfectly on smartphone, tablet, and desktop
• Loads quickly (optimized loading times, lazy-loading, caching)
• Offers interaction options: forms, chatbots, newsletter sign-ups
• Allows easy contact (visible phone number, email, contact form)
• Shows references and social proof (testimonials, case studies, certifications)
• Complies with all legal requirements (GDPR, legal notice, cookie consent)
• Is technically well-coded (SEO-friendly structure, accessibility, SEO tags)
• Has SSL encryption and ensures data security
• Uses analytics tools for ongoing performance measurement and optimization
• Provides up-to-date, valuable content and encourages return visits

1. Goal Definition & Concept:
   We clarify your marketing goals, budget, and target audiences. Based on that, we develop a concept for your website relaunch or new development.

2. Information Architecture & Design:
   Good web design is more than just looks: We structure content and integrate storytelling elements that are emotionally engaging, so your visitors enjoy staying and are encouraged to get in touch.

3. Technical Implementation, e.g., with WordPress:
   As the most widely used CMS, WordPress allows you to easily manage content yourself – we code cleanly, SEO-friendly, and accessible.

4. Content Creation & Management:
   Whether it’s SEO-optimized texts, photos, or videos – as a full-service agency, we offer everything from a single source.

5. Go-Live & Performance Monitoring:
   After going live, we use SEO analysis tools. Based on the data, we continuously optimize your website for discoverability by search engines and AI systems.

6. Long-Term Support by awikom:
   Regular updates, fresh content, and technical maintenance keep your website secure and attractive – for both humans and machines.

7. Secure Hosting of Your Website:
   Our server located in Germany offers maximum data security!

Our B2B Expertise
We understand complex technical topics and prepare them in a way that’s optimized for search engines and target audiences. With storytelling, we create connection and trust – turning your online presence into a core element of your marketing strategy, whether local or international.

What story does your brand tell?
Let’s work together to translate your core messages into clear language that excites your audience and builds long-term loyalty.

To drive traffic to your website and generate leads, targeted customer communication is essential. Which online channels are you already using successfully to reach your customers? Through newsletters, Facebook, LinkedIn, Instagram, Google Ads, banners, or emails?

We believe it’s all about finding the right mix. Not every type of content is suitable for every channel—and not every communication method is right for every B2B company. The key is to develop a plan that aligns with your goals and budget, while remaining flexible enough to adapt if certain measures don’t deliver the expected results or new market opportunities arise.