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.
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
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.
t: +44 (0)1243 531123
f: +44 (0)1243 779070
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.