Imagine a busy market full of people looking for things to buy. They walk by your shop, but your window display is boring and you're not talking to anyone. In today's world, your website is like that shop window. Potential customers are just a click away, but can you grab their attention and turn their interest into sales?
The traditional B2B landscape, dominated by face-to-face interactions and physical brochures, has undergone a seismic shift. The buying journey has migrated online, and companies that fail to adapt risk being left behind.
The data speaks volumes. Over 70% of B2B buyers dedicate a significant portion of their research time to online platforms. Social media might seem like the answer, but it has limitations.
Mahesa Khrisna, PGN's Executive Marketing Manager, explains "Social media posts can't adequately convey the depth and detail of our offerings, and maintaining consistent reach can be challenging."
Additionally, social media's format makes it difficult to present comprehensive product information upfront, crucial for B2B buyers.
McKinsey's research highlights another trend: omnichannel marketing. Today's customers, who juggle an average of ten or more channels, expect seamless buying experiences. A fragmented journey across different platforms increases the risk of losing a potential customer.
Your website, therefore, is the epicenter of your digital presence. It's the welcoming handshake, the trusted advisor, and the gateway to building long-term partnerships. But a static online brochure isn't enough.
To thrive, your B2Bwebsite needs to be a conversion machine, adept at nurturing leads and transforming them into loyal customers.
New research from Forrester shows that the most important thing in deciding whether companies will do business with you is simply, "do they trust you?"
B2B buyers have a tough job. They have to make big financial decisions for their company and their team. Unlike regular shoppers, they have to balance their own worries with what's best for their company. Making the wrong choice could have serious consequences.
Trust is like a safety net. B2B buyers aren't scared, but they're careful and want to be sure they're making the right choice. Trust helps them feel better about choosing a company to work with. It's really important for companies to understand what makes B2B buyers trust them. Why? Because when there's trust, B2B buyers are much more likely to recommend a company to others or pay extra to work with them.
To make trust easier to understand, Forrester came up with seven things that help build trust.
They are accountability, consistency, competence, dependability, empathy, integrity, and transparency.
The top three out of these seven are competence, consistency, and dependability.
So, the big question is: how can we make people trust us online, and can our website help with that?
We've established that trust is the golden rule in B2B relationships, and your website is a prime tool for forging that trust. But a website overflowing with information won't cut it. You need a user-friendly experience that builds trust through clarity and intuition. Here's how to combine data analysis with user-centric design for a B2B website that converts.
1. Analyze User Behavior: Use website analytics to understand how visitors navigate your site. See which pages cause them to drop off and where they get confused. This data helps you streamline your website structure and prioritize clear information architecture.
2. Focus on Clarity: Don't bombard visitors with jargon or overly complex language. Use concise, easy-to-understand terms throughout your website. Bullet points, clear headings, and white space all contribute to a user-friendly experience.
3. Intuitive Navigation: Make it easy for visitors to find what they're looking for. A well-organized menu with clear labels is crucial. Consider including a search bar for those who know exactly what they need.
1. Showcase Expertise: According to Forrester, competence is a major trust factor. Leverage data to see which content resonates most with your audience. Feature case studies, white papers, and blog posts that demonstrate your expertise and address your buyers' pain points.
2. Transparency is Key: Don't be afraid to be upfront about your offerings. Clearly explain your products or services through informative content, pricing structures, and details about any limitations.
3. Measure Trust Signals: Look beyond basic traffic metrics. Track user engagement on content related to expertise and helpful resources. Monitor downloads of white papers or guides to understand how effectively you're establishing trust and thought leadership.
While a well-designed website is crucial, it's just the first step in the modern customer experience.
McKinsey's omnichannel report highlights that today's customers interact across multiple channels (often ten or more), expecting a seamless journey.
Disjointed interactions across these touchpoints can lead to lost sales opportunities.
When potential buyers show interest and register, the sales team takes center stage. Their response to this initial engagement is critical. As Mahesa Khrinsa from PGN noted, "A website revamp is just one piece of the puzzle." Recognizing this, PGN prioritized equipping their sales team with the skills and knowledge to thrive in the digital landscape.
This involved a comprehensive training program specifically designed for their B2B sales force. Importantly, it wasn't a one-time effort. PGN developed a detailed Standard Operating Procedure (SOP) for online meetings, clearly outlining roles and responsibilities for all participants.
Coming soon: our free guide, "B2B Digital Success: A Practical Guidebook," packed with actionable tips and strategies.
Contact us to discuss more at hello@natuno.design or schedule a call with our team at calendly.com/callnatuno. We'd love to chat!
