B2B Lead Generation: Why Your Website Matters Most

Promote Your Business Driving Sales By American Express July 29, 2015

If you’re a B2B retailer or wholesaler, you’re probably wondering, “Who, me? Why does my website matter?” You likely have your list of clients who come to you month after month or year after year for the same services or inventory – and that’s just the way you prefer it. But there’s a golden opportunity in your website that you’re missing: an easy way to make new sales.

According to the 2014 State of B2B Procurement study from the Acquity Group, 94% of B2B buyers do some kind of online research before making a purchase. That means they’ve probably already found your website – and if it’s like many B2B websites out there, it’s likely outdated and hard to use.

Admit it: your website design and functionality might date back to when you first started using the Internet. You own the URL, and the sales email inbox works; what more do you need? It turns out there’s a lot more to consider for your website that can help turn new prospects into sales.

Understand your product or service from your buyer’s perspective, and make sure you include content on your website that explains the following:

  • What you’re offering
  • Who you’re offering it to
  • What makes it better than your competition
  • Frequently asked questions from the buyer’s point of view

Remember that not all of your leads are in the same area of the sales funnel. You might have potential clients who are merely doing some competitive research, while others are in more active pursuit and ready to make a deal. Your website needs to cater to both of these groups, and everyone in between.

“Content marketing” may be a phrase you would associate with B2C businesses who cater directly to consumers, but it can work for you too. Let your site tell prospects who you are and what you offer, and make it easy for prospects to come into the lead generation funnel and complete the sale.