Picture this: a B2B prospects browses your website. Like most prospects she’s at the beginning stage of the buying cycle.  She’s alert and engaged and looking for something specific.

What she decides to do after this first visit will largely depend on how quickly your website helped her find what they needed.  She’ll either give her colleagues a glowing review, follow up with you herself, or leave your website in complete frustration.

That first impression is lasting. It can either make or break a sale. Your website needs to make the right impression and shut down any objection prospects may have.

Here’s how:

1.       Treat every user like a first time visitor The largest pool of buyers is in the early stages and according to CEB, 57% of the buyer’s journey is complete before a prospect reaches out to a vendor. So if a prospect has already shortlisted your solutions by the time she lands on your site, her online experience can either support her decision or change her mind.

Earn every prospect’s trust with your website’s usability :

  • Make your website navigation logical and easy to follow. Users picked your site from dozens of other choices. Why make them work to find what they need?
  • State your USP clearly on your homepage.
  • Don’t leave prospects hanging at the bottom of a page. Add relevant hyperlinks throughout the text to take them the next logical page(s).
  • Break up your content with lists, subheads, bullets and other visual sign posts.
  • Offer enough navigation choices to direct them go without overwhelming them into clicking away.
  • Avoid teaser headlines and cryptic messaging. Give them an overview of what’s on the page, they’ll click away.

2.       Ditch the corporate-speak for human

Some B2B marketers feel that only a serious, staunch tone is a match for selling their high-priced, complex solutions.  They fear using a conversational tone will feel too colloquial, or that they’re talking down to the prospect.

CIOs, Sales Directors and CMOs are people too, so why treat them any differently?

Prospects don’t want to be pounded with a brand’s message, nor confused with a stuffy mission statement.  And they don’t want to have to read the same sentence three times before they get it.

It might feel right to use buzzwords and industry jargon where needed, but “dogpiling” these won’t keep the reader engaged, or help you build a rapport. To keep visitors from scratching their heads as they read your content, speak to them as if they were standing in front of you. And leave the rigid, formal style to academics.

3.       Make your website lead-friendly

If you know your target audience and you’ve drawn up your buyer personas, keep them coming back to your website with sticky content strategies:

  • Integrate core lead-generating elements into your website copy.
  • With so many marketing content options today, only 44% of B2B marketers have a documented content strategy. Mix up your content to connect with different influencers and match each stage of the buying cycle.
  • Boost your online content and collateral with search engine optimization to answer users’ search queries.
  • Review your SEO strategy every 3 to 6 months to ensure your content is still relevant and answers your prospects’ needs.

With an intuitive user experience and clear and targeted messages you’ll significantly decrease objections – and help move prospects closer to saying Yes.