We analysed thousands of B2B websites to see which social media platforms businesses link to from their homepages.
61.9%
of B2B websites 13,511 out of 21,826 successfully crawled websites with more than zero monthly organic clicks.Link to LinkedIn from their homepage
Which Social Platforms Linked
| Social platform | Websites | Percentage |
|---|---|---|
| 13,511 | 61.9% | |
| 10,229 | 46.9% | |
| 7,620 | 34.9% |
Based on 21,826 successfully crawled B2B websites with more than zero monthly organic clicks.
LinkedIn being the most commonly linked platform perhaps isn't surprising for B2B businesses. What is more interesting is the size of the difference.
Number of linked Social Sites
| Social platforms linked | Websites | Percentage |
|---|---|---|
| None | 5,467 | 25.0% |
| One | 5,846 | 26.8% |
| Two | 6,025 | 27.6% |
| All three | 4,488 | 20.6% |
Platforms measured: LinkedIn, Facebook and Instagram.
One in four link to none of them
The table above shows another interesting finding. One in four of the B2B websites we analysed didn't link to LinkedIn, Facebook or Instagram from their homepage.
At the other end of the scale, around one in five linked to all three.
What is particularly interesting is that there isn't one dominant approach. The websites we analysed are fairly evenly spread between linking to none, one, two or all three of the social platforms we measured.
That makes the finding much more defensible: the figures are visibly established by the table, and the copy explains what they mean.
Should your website link to your social media?
Having a LinkedIn, Facebook or Instagram link isn't going to make your website more successful by itself.
The more useful question is whether your social media helps a potential customer learn something useful about your business.
If you're regularly sharing projects, customer stories, company news, useful advice or examples of your work, making that content easy to find from your website can give visitors another reason to get to know and trust your business.
But linking people to a social profile that hasn't been updated for three years probably isn't helping much.
The lesson isn't that every B2B website needs three social media links. It's that every link on your website should give a potential customer another reason to choose you.
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