In the B2B marketing world, the percentage of a company’s target audience that’s ready to buy is only around 3% to 5%.
Is your website content written to convert the ready-to-buy audience and nurture the 95% that aren’t ready yet?
It’s common for a B2B purchase to take multiple touchpoints over an extended period of time.
This largely depends on what stage they are in the buying process.
Sometimes, people just don’t know that they have a problem that needs solving yet. Or they know they have a problem, but they aren’t aware of the solution.
This is where your website structure is key.
To convert more website visitors, you need to structure your website content for the different stages of the buying journey.
Stages of the Buying Journey
Whether you sell to B2B or B2C, your website needs to cater to potential customers a these different stages in the buying process:
- Unaware: Prospects are not conscious of any problem or need. At this stage, your content should aim to highlight common challenges or opportunities they might be overlooking.
- Problem Aware: Prospects recognise they have a problem but aren’t aware of solutions. Providing educational content about the problem’s implications can attract prospects in this stage.
- Solution Aware: Prospects understand that solutions exist but are not familiar with your specific offerings. Here, showcasing various solutions, including your own, helps position your brand as a potential answer to their needs.
- Product Aware: Prospects know about your product but need convincing. A sales page with detailed information, case studies, and testimonials can address their concerns and demonstrate your product’s value.
- Most Aware: Prospects are fully informed about your product and are close to making a decision. At this point, clear calls to action and incentives can encourage them to take the final step.
By creating content on your website to address each of these stages, you can guide potential customers through their buying journey, increasing the likelihood of conversion.
This approach ensures that you’re not only attracting visitors but also nurturing them until they’re ready to make a purchase.
Use Compelling Website Copy
To increase your conversions, the most crucial aspect of your website is the copy you use on each page.
Your words should capture attention, increase desire and encourage a specific action from your target market.
If you get your messaging right, a visitor is more likely to take action on your website rather than clicking back to view a competitor’s site.
To get the most of your website, you’ll also need a custom website design to showcase your copy in a way that positions your business as a trusted authority.
Create FAQs
Ensure you take the time to answer questions that your target market may have about your offers.
This can be handled through a Frequently Asked Questions (FAQ) section on your sales page, as well as a dedicated FAQ page on your site.
When you answer questions upfront, you overcome the objections that could prevent a customer from taking action, booking in a call, or making a purchase.
Showcase Testimonials & Case Studies
Remember to collect feedback and testimonials as part of your service.
They should be displayed prominently throughout your website as social proof is a powerful persuasive tool (even for B2B markets).
Reviews, testimonials and case studies have a vital role in the sales process.
A good review or case study shows a potential customer that a real person has had a positive experience doing business with your company.
Show Trust Factors
Finally, consider the trust factors you’re displaying.
- Can a visitor see that you’re a real company?
- Can they find your company’s contact information easily?
- Does it look like your business is active through regularly sharing blog and social media content?
- Are you displaying awards and certifications?
- How does your website display trust compared to your competitors?
The easier you make it for a potential customer to trust your business through your website, the higher the chances you have of converting a visitor into a customer and growing your revenue.
