The web is usually the first place we turn when we want to know something, solve a problem, connect with people, and educate ourselves about almost anything.
B2B buyers are doing exactly the same thing during the day.
As per their personal lives, they go online to start searching for information that helps them understand and start taking action to resolve business issues. In fact, over 78% of new business projects start with a search online.
Yet – as our research indicates – 80% of Australian ICT websites are failing to provide these prospective buyers with the information and the tools they seek. Instead of helping people identify the source of their problem, educate them on a solution, or indeed challenge their current way of thinking – these website designs still simply promote their company and the products or services on offer. Very few buyers are ready to listen at this stage.
As a result, so many companies are wasting money attracting visitors in the first place, and then leaving deals on the table as they leave people cold. It’s all too easy to click to the next site that might help a little better.
To create a website that sells how buyers buy, remember to:
- Put your customer first
B2B buyers want to be informed and feel that you understand their issue. This establishes more credibility than talking about your company, products and services will ever do. There is a time for that – it’s not always.
- Cater for people at each stage of the buyer’s journey
Provide information of value for all buyers from those who have just started to investigate their issue or opportunity, to those who know what they want and are ready to buy.
- Clearly define your buyer personas
Business buying is often a group activity. A one-size-fits-all approach doesn’t work. Take the time to define your buyer personas and provide content that caters for different industries, job functions or business problems.
- Provide opportunity to engage
Attracting the right visitors to your site is a great start. Now provide the opportunity for visitors to engage with the content – by commenting or sharing articles, or downloading different types of content including ebooks, research and presentations.
- Challenge and educate
The earlier you engage a prospect in their buyer’s journey the greater the likelihood of sales success. So don’t be afraid to provide some “pre-funnel” content that helps prospects even identify the issue/opportunity in the first place. The earlier you engage the better.
- Be generous and offer something for nothing
In addition to standard types of content, consider developing useful templates for buyers to use, or creating interactive tools such as ROI Calculators or Self-Assessment tools.
- Stay current with developments in Search Engine Optimisation
The most likely and cost effective way a prospect is going to find your company website is via organic search. So make sure you stay up to date with everything that makes search work according to Google. For example, today your site must be responsive for mobile devices and written for humans to consume, not bots. Keyword stuffing is out. Great informative content is in.