A B2B business website should be an engaging experience for visitors that ultimately boosts conversions and drives sales. However, many B2B websites miss the mark. There can be a number of reasons for this, let’s show you what your website could potentially be missing out on, and how you can make these changes.
A Poor Website Experience
The overall experience can make or break a sale, but many B2B companies don’t necessarily understand that. User experience is even more essential to the buyer’s journey, which will demand a combination of a great layout, content, colors, and seamless branding. A B2B website design agency can always provide insight to help you with this, but when you put yourself in the customer’s shoes and think about how that experience can ultimately translate into sales, you will see how much of a difference it will make.
Not Letting Your Audience “Peer Behind the Curtain”
When you are addressing what makes your business different from the others within your industry or on the internet, the key differentiator is nothing to do with the services you offer, it’s the people you present. When you have an amazing product and you think this is the key to establishing yourself amongst your competitors, the real reason your customers continue to do business with you is because of those people they engage with. A real team page can give you fantastic insight into what makes your business tick, but ultimately, how it can be a far more human business. Explainer videos are a very good example, but you have to spend a lot of time on your team page. Giving your customers an insight into the people who are making your business operate will allow them to peer behind the curtain and see the wheels in motion. This feeds into that all-important notion of transparency, which is not just essential to great customer service, but can be critical to how your business is run.
Not Having An Engaging Call To Action
A CTA is often considered an afterthought. You will see a “Contact Us” box, but that may lead to a very underwhelming form, so what should you do instead? Call to actions don’t just comprise the message at the bottom encouraging someone to contact you, but you need to create that need to contact. This could be a product demo or a video that highlights what your business does and why it does it. The sales process is not just about marketing copy anymore, it’s about ensuring that you are showcasing your product in the right light. Call to actions should be engaging, rather than just a little message praying that someone will actually engage with you.
Not Having Case Studies
B2B buyers need proof that what you are providing delivers tangible results. If a potential client needs a new product, they will look to recommendations from their peers. Case studies are an amazing way to provide that real proof that you are delivering results. We have to make sure we are more credible because this will, ultimately, get better leads. It also taps into the fact that customers need stories. When you make your brand more relatable and human by providing stories as to how you’ve helped people, you can tip the balance. Just remember to refer to your case study from the perspective of your customers.
Not Talking About Your Customers
Many businesses have the “we” complex: we do this, we do that, etc. When you talk about how great you are, you are potentially turning people away before they’ve had an opportunity to understand what your business can do. Customers want to see that you understand their challenges. The more you focus on your customers, the better the results.
Not Providing Growth-Oriented Content
Content comes in different shapes and sizes. With many B2B video content types there are different types of copy, from infographics to blogs and white papers, etc. When you provide growth-oriented content, you should be looking to immediately solve a problem that your customer has. You want your content to be the final stage of a customer’s journey. When they click on your product pages and ask themselves why they are trying to solve their problem, you should be positioning yourself as the ultimate solution. Content should follow some key fundamentals, but as a guideline, you should always look to the EEAT (experience, expertise, authoritativeness, and trustworthiness) rule, as stipulated by Google. If your content can cover all of these bases you will not put a foot wrong.
