TIPSHEET Optimise Your Website Content for B2B Buyers
OPTIMISE YOUR WEBSITE CONTENT FOR B2B BUYERS With content marketing still high on its pedestal as a key tactic for driving sales, it s crucial that, as a B2B vendor, your website content successfully guides the buyer through their decision making process. The reality is your sales team won t even speak to the average buyer until they are already 70-90% through their buyer journey, means that your content must do your job for you. Well, 70-90% to be precise. The following tips have been designed to provide insight into how you can effectively optimise your website content for successful sales conversion.
DON T LOSE A POTENTIAL BUYER ON THE FIRST PAGE Once a potential customer visits your website, you only have 3-7 seconds (roughly 90 words) of their attention to convince them that your solution meets their needs, otherwise you eliminate yourself from further consideration. It s important, therefore, to ensure that the short-form messages on both your homepage and product pages are worthy of convincing buyers to invest more time researching your solution. It s also important to remember that the biggest reason a buyer will leave a vendors website is due to a lack of message, i.e. they can t tell what the company actually does. CREATE CONTENT AROUND YOUR CUSTOMERS NEEDS In theory, you can only develop content that addresses a potential customer s needs, if you know exactly what those needs are. With this in mind, consider generating insight from your existing customer. Look to understand their key business goals and priorities, what triggered them to do something about the problem, some of the major challenges they had to overcome, how and why they made their purchase decision, and what tangible and intangible benefits and ROI they saw. This insight will help you generate content that solves a problem for your audience, as well as content that shows how your products and solutions solve these problems. LAYER YOUR CONTENT Once a buyer is convinced that your solution is worth further consideration, they will require robust marketing materials that help them understand the breadth and depth of your product or service, as well as your capabilities as a company. It s important to acknowledge that different buyers will be at different stages of their journey, so consider layering your content so that they can drill down on each criterion as and when necessary.
AVOID OVERWHELMING THE BUYER WITH INFORMATION On your product page, consider opening with a brief value proposition, followed by a list of criteria that your solution addresses. From here, link each criterion to its own dedicated page that can explain in greater detail how you product or service not only meets there criteria, but also why your approach is the best in the market. Remember, it s important to always try and back up each claim using industry research, product metrics and customer proof points, for instance benefits and ROI. You should also provide an in-depth explanation with technical details, of how your offering meets the buyers criterion. information preferences by providing content in different formats and lengths. PROVIDE DETAILED, BUT RELEVANT, CASE STUDIES Case studies play an important role in convincing potential customers of your credibility and capabilities as a company, and the best case studies are those that go beyond stating the benefits, and provide details that will give a buyer a sense of whether the solution is applicable to their business, using the resources available to them. Detailed and effective case studies can be developed using the insight generated from your customers. HIDE THE IN-DEPTH TECHNICAL DETAILS BEHIND REGISTRATION WALLS You should always provide further in-depth explanations of your products or services with technical details, indicating exactly how your offering meets the buyers criterion. This is a great time to place your content behind a registration wall, in order to generate quality leads. It s also important to remember that throughout their buyer journey, different buyers will have different content preferences and time constraints, therefore accommodate
t: +44 (0)1243 531123 f: +44 (0)1243 779070 e: info@napierb2b.com w: www.napierb2b.com Donnington Park Birdham Road Chichester West Sussex PO20 7DU United Kingdom Launched in 1984, Napier was one of the first agencies in Europe to specialise in the electronics market, subsequently expanding to help clients in a range of B2B technology sectors. Initially a PR agency, Napier responded to the clients need to manage information across every element of the marketing mix by bringing together a team of multi-talented and multi-lingual engineers, linguists and technical journalists as well as PR and marketing professionals.