Experience: Show you’ve solved real problems

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For B2B audiences, real-world experience matters more than ever. Buyers want proof that your company understands the challenges they face and has successfully solved similar problems.

Examples include:

  • Case studies highlighting client successes and detailing measurable results through long-term partnerships
  • Thought leadership from those with hands-on industry experience
  • Product insights backed by deployment or operational knowledge

Content that demonstrates genuine experience builds credibility and resonates with decision-makers, and AI engines reward first-hand insight with better visibility in generative search.

Expertise: Deep knowledge wins

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Expertise is critical for B2B buyers navigating complex solutions. Credentials alone aren’t enough; detailed, actionable content proves that your team truly understands the domain.

High-performing B2B websites can showcase expertise by:

  • Publishing whitepapers, research reports and technical guides
  • Providing expert and tailored step-by-step processes or interactive tools to show real outcomes
  • Highlighting staff or consultant bios that emphasise practical and industry-recognised expertise

This depth of knowledge positions your brand as a trusted advisor, not just a vendor, in the eyes of prospective customers.

Authority: Earn recognition in your industry

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Authoritativeness signals that your brand is respected within its sector. In B2B, recognition can come from:

  • Partnerships with recognised industry leaders or certifications
  • Mentions in trade publications, analyst reports, or professional associations
  • Positive reviews and video testimonials from credible clients

AI-driven search increasingly prioritises authoritative sources for summarisation and recommendations, making your reputation a key ranking factor

Trust: Build confidence in every interaction

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B2B transactions are high-stakes. Trustworthiness is essential for nurturing leads and closing deals.

Key indicators for B2B trust include:

  • Transparent contact and support channels
  • Compliance certifications, security measures, and professional accreditations
  • Consistent branding with a website that delivers a great user experience signals professionalism

A trustworthy website not only ranks better but also reduces friction in the buyer journey, increasing marketing-qualified leads.

Generative AI and modern B2B search

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Search is evolving rapidly. Generative AI engines like ChatGPT are reshaping how decision-makers discover, evaluate, and interact with content.

For B2B websites, this means:

  1. Experience-driven content: Real client stories, lessons learned, and operational insights perform better in AI overviews.
  2. Structured content for AI readability: Headings, bullet points, schema markup and clear meta information make it easier for AI to parse and cite your expertise, boosting your SEO performance.
  3. Citations and verifiable references: Reinforce trustworthiness and authoritativeness.
  4. Conversational clarity: Write in a way that’s precise, factual, and actionable, supporting both human readers and AI-driven discovery.

High-performing B2B websites now need to write for humans and AI simultaneously, ensuring content is credible, relevant, and discoverable.

The bottom line for B2B marketers

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E-E-A-T is a strategic framework for digital credibility and success. 

To thrive in 2025 and beyond:

  • Demonstrate experience through real-world case studies and practitioner insights
  • Showcase expertise with in-depth, actionable content
  • Build authority via partnerships, media mentions and industry recognition
  • Establish trustworthiness through transparency, security and professional UX

Combine this with a platform optimised and structured for AI-driven search, and your B2B website will do more than just attract visitors.