Question: What’s one strategy that can specifically help make a B2B company’s website seem more enticing to potential customers?
Simplify Your Offering
"Make your offering as simple as possible. This allows customers to easily know what your company does in two seconds. Human behavior doesn't favor a ton of options, so the least distractions there are on your website, the better it will be for your company to attract new customers."
Relate as Human Beings
"Even if you're in the B2B business, people want to know the personality and values of the people who work at your company, so be human. I think that stories, pictures and videos are a great way to connect on that human level. Let's face it: Business is always about people, so don't try to be a big business that doesn't feel like a real team."
Offer a Non-Intrusive Live Chat or Video Chat Option
"Live chat resources instantly tell a visitor the website is active, and there's an actual person available to speak with immediately. It's a vital way to offer more information to your potential customers about your business and to help convert a wider audience. "
Show What Makes You Different
"You have to be like Inspector Gadget and think about the diverse ways in which your services can create conversions for other businesses. A simple example: A B2B company capitalizes on the fact that their team is from around the world and therefore available in different languages. Their customers can now market global language accessibility just by aligning themselves with the B2B company."
Show Off Your Product
"Think your tool is excellent? Talk is cheap. Everyone has heard the old adage 'show don't tell' since grade school, but for some reason this basic knowledge totally falls away when it comes to B2B websites. Are you best in the industry? Great, show me some benchmarks. Is the product easy to use? Let me use it and see for myself. If your product doesn't sell itself you should build a better one."
Use Olark Properly
"Olark and other tools that allow you to connect with and engage with customers are the key to B2B websites. Businesses tend to have many questions. By providing easy access to information and quick responses to their questions, they are more likely to do business with you."
Offer a Free Trial
"People are weary about buying before they know how a product or service works. For our software products, we always have a free trial so people can try our product, see how it works, and upgrade within the trial period. You can acquire more leads this way and get more people into your funnel than having them make a purchase to get started."
Create Content that Holistically Addresses Visitors' Needs
"Not everyone who visits your website is immediately there to buy. Think more holistically about your web visitors. How can you appeal to their interests and help them solve a problem? Create content that answers these questions and aim to become a trusted thought leader and resource. Not only will you keep them coming back, but if done effectively, you will drive bottom line results."
Include a Call to Action Button on Your Homepage
"It's a no-brainer that these days it's difficult to keep people's attention on the Internet. Having a form, for example, not only makes it easier to seal the deal but might also let your customers know that you are proactive in gaining (and keeping) their business."
Represent Your Company as a Safe Bet
"In most cases the first point of contact to your site is made by someone who is not the business owner and not a risk taker. They will want to believe that visiting your site was the solid choice. Hit them hard with a bold one-liner that sums up your qualifications and the most reputable customers that trust your brand. "
Use a Lead Magnet
"One of the best ways to get someone to offer their contact info is through the use of a lead magnet, such as a white paper, ebook or video course. Lead magnets create an exchange of value between your B2B and the customer. However, the lead magnet should be substantive and stand on its own in terms of value. Spend considerable time and resources building your lead magnet."
Think Strategically About How You Share Pricing Data
"Everyone knows that low prices are advertised up front as selling points, while higher prices are provided upon inquiry. So, businesses tend to associate "Request a Quote" with soaring high prices. Phrasing like "Get quote and see if you qualify for discounts" highlights that costs vary based on business needs and removes the price prejudice."
"I believe in the power of customer testimonials and reference case studies. An image speaks louder than words, and through videos, photos and interactive materials, interested customers can see the actual application and results of your product or service. Additionally, testimonials work because they build trust. Rely on the human nature of imitation. "