Let Your Website Do the Selling in B2B

As a marketer, I have the opportunity to look at a wide variety of company websites when assessing our inbound leads. I am always surprised by the number of websites I come across that are not user friendly. Within the B2B industry, your website can mean everything to your potential customers. Prospects want information and they want to get it fast without much effort.

The article Give Them the B2B Content They Want tells you how to give your online visitors just that.

According to the article, when buyers are searching for information on your site they ask 3 questions:

  • Am I in the right place?
  • Is there something here for me?
  • Can I get to it easily?

In order to help your viewers answer these three questions with a simple yes, make sure to utilize a few simple suggestions, outlined below.

Thanks in large part to the great websites that exist, a standard for layout has been set. As a web surfer, you are used to this standard and look for items in certain locations. For example, when I go to research a lead’s company, I expect to find a brief overview of what the company is selling on the homepage. I also expect to find an About Us tab either at the top of the page or along the sidebar at the left or right hand side. Surprisingly enough, some sites I have come across make it relatively difficult to even figure out what it is they do. Not only is it important to follow the standard for organization and flow of your website, but it is also important to communicate your message clearly. By having more organizational flow to your website, you also increase SEO.

Another nuisance is not understanding the content of a website. When too much marketing fluff or too many industry words are used, it is hard for others to get the gist of the product or service. Keep the wording short and to the point. Bullet points stand out and help visitors learn more quickly. Also it is helpful to distinguish yourself from your competition. In the B2B industry, buyers will check out multiple options, so make sure to inform your audience why your product is the best.

Following the idea of clarity when promoting your product, the use of visuals also helps describe your company and product. Use key visuals to not only portray your brand, but also to quickly connect words to images. Images and videos are longer lasting memories. They also jump out and attract attention unlike paragraphs.

To wrap it up, let’s list the main points to remember when designing your number one tool to sell your product.

  • Organization is key. Make it easy for visitors to locate the information they want.
  • Clarity gets the point across. Define your product or service in a simple, straightforward way.
  • Use visuals. Attract the eye and provide lasting memories.

About Adam Blitzer
Adam Blitzer is the Vice President of Marketing at Pardot and has been in the interactive marketing world for the better part of a decade.

One Response to Let Your Website Do the Selling in B2B

  1. jefflogden59 says:

    Good point on making things easy to find on websites. A website that is easy to navigate and is filled with great content does a great job of engaging buyers. Your tips are great!

    Congratulations on being named a top B2B marketing blog. That’s quite an honor. I’m pleased to share the news that Fearless Competitor was also named to that great list. It’s nice to meet you.

    Jeff Ogden, the Fearless Competitor
    Find New Customers
    http://www.findnewcustomers.com

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: