We’ve all been there before.

You got sucked in by an ad somewhere and you clicked a link. You’re surfing around the landing page, reading through the features and benefits of the product. You even see the price tag and decide that you’re okay spending that money. You put the item in your shopping cart, but then you navigate away from the page. You ultimately decide against clicking the Buy Now button. Your prospects are probably doing the same thing to you right now.

Why do we do this?

B2B website conversions cost a lot1. The product costs too much. Sure, this might be true, especially about B2B products, but that’s probably not the major sticking point with you. After all, if you went through all the trouble of reading the entire landing page, you probably ended up nodding your head as you read through the features and benefits of the product. You already thought your business could use it. You might’ve even started to compose an email to the sales contact, or clicked the “Chat with us now” button. But ultimately you decided against the purchase.

2. It’s from a company that you’ve never heard of. At some point every company is one that no one’s heard of, right? Even yours. The fear stopping you here is that you don’t trust the company yet. There’s no track record of sales and support with other customers, so you don’t want to be the first one.

3. The main idea of the product is pretty “out there”. Forget about the fact that you think the product could actually help your company. You’re worried about looking stupid to your boss and your colleagues. You don’t want to be seen as the one with all the crazy ideas. The key here is to present the benefits of the product to your boss. Show him or her how it will solve your problems. Don’t focus on the “craziness”.

How to overcome all these objections

In order to make sure that your prospects actually purchase your products, you’re going to have to help them get over all these objections. Or, as Jay Baer puts it, you’ve got to go after the “Ninja Customers”. Especially if you want to increase your B2B website conversions. If you’ve been checking your site stats, you may see that they’re not the only one. So, how do you do it? Be trustworthy, be transparent, and be credible.

Seems simple enough, but how do you do that on a website? Even now people sometimes still are scared to make large purchases online (and B2B purchases are often the largest there are.)

Be Trustworthy

Everything on your site must show that you can be trusted. Use real contact information and location information. Show your photograph (or some of your actual employees). Don’t use stock photos for this. Display seals for the various security software you use for your shopping cart, or trustworthy organizations like the Better Business Bureau. Have clear and reassuring calls to action on each page.

Be Transparent

Start with having great content on your website. From the home page to the FAQ, and especially the landing pages. Get rid of the spelling mistakes and translation errors. Have some non-salesy content on your business blog, written by actual employees. Get the CEO to write something every now and again. How about your Customer Service Manager?

Be Credible

Use a domain name that makes sense. It doesn’t have to always be just your product or company name, but it should be relevant to you–bufferapp.com and getdropbox.com are a couple of examples of companies that do this. Use language appropriate to your audience. If you’re speaking to upper management at companies, talking like a teenager is probably not the best way to go. Neither is using B2C-specific language and ideas if you’re selling to a B2B audience. Say what you mean, and mean what you say. Your FAQ should be clear and actually answer questions prospects might have.

Are you ready to increase your conversions?

Be clear and concise in your website copy. Be trustworthy on your landing pages. Show your company’s value in the products and services pages. Be helpful in your social media channels. Do all that, and you’ll increase your B2B conversions.