Log In
Consider the many roles your sales team play. They are the face of the company and tell its story, are a central point of contact, provide detailed information on your product and crucially how it solves your prospects’ challenge or goals.
Now consider what roles your website plays in your customer buying journey. Do they sound pretty similar? If B2B marketers can learn to view their website as their most hardworking salesperson, ensuring it has everything it needs to do its job, and taking a personalized approach to its content, they will be able to dramatically improve their conversion rates and the results of their marketing campaigns.
Personalization is key
An important job of sales is to learn as much as they can about the prospect, who they are, where they’ve been and what they need. With this information, the sales team can create an offer that is relevant, compelling and speaks to those needs. Personalization and relevance are key here. Even in B2B, we sell to people, not businesses. If your sales team delivered the exact same pitch and offer to every prospect, chances are they wouldn’t do very well. They need to prove they understand the customer and their needs before any real selling starts.
Again, consider your website as an extension of your sales team. If you can create an online experience for your prospects that demonstrates you know who they are, what they need and how your product or service can solve their need, with real social proof, you will be able to convert more website visitors faster.
Did you know?
Salesforce Research report, The State of the Connected Customer, revealed that 72% of B2B customers expect a deep understanding of their needs, reflected through personalized experiences.
Democratize the journey
Make sure the content on your website is compelling and relevant to your visitors. Your website must also be an easy access point for essential information about your company and the products or services you provide.
In a recent episode of the B2B Conversion Podcast, Webeo CEO, Kirsty Dawe, sat down with conversion copywriting expert, Eden Bidani. Eden explained that your website copy and content should ‘answer the questions your visitor is having in their head.’ This should happen as they reach each point of the website. Much like a conversation or meeting with your sales team, your website should help prospects find answers to their questions quickly and easily. Doing so doesn’t need to be complicated…
Provide a clear route
This may sound simple but many B2B websites fail this test. For most B2B marketers, their website plays a crucial role in their customer buying journey, just like their sales team. The last thing you want is for prospects with high intent to get lost down rabbit holes searching for the information they need, or not be able to find your most valuable conversion pages. This will negatively impact your conversion and prospects won’t be able to move to the next stage in the buying journey.
Make it as easy as possible for your prospect to take your desired next action. Do you want them to book a demo? Create clear signposting and avoid sending your prospects to different destination URLs based on the CTA they click on. Keep the route clear and as straight as possible to ensure prospects don’t get lost between pages.
Make your website work harder
Your B2B website is one of your most important marketing tools. It helps you meet your prospects’ needs and guide them through the buying journey. However, prospects can easily feel lost or disconnected. Take inspiration from your sales team. Create personalized web experiences tailored to who your prospects are and what they need.
As B2B buyers increasingly expect to be heard and understood, a generic website will not cut it. Salesforce’s State of the Connected Customer report found that 65% of business buyers are likely to switch brands if a company doesn’t make an effort to personalize communications to their business.
Webeo is an expert in conversion-rate optimization and website personalization. We help some of the biggest B2B brands create better experiences for their customers. Our solutions improve marketing results and make budgets go further. Using demographic and behavioral targeting, B2B marketers can deliver personalized website experiences based on who visitors are and what they need.
Arrange a free demo with our team today to see how Webeo can help you level up your website and conversion rates in 2025.
Blog
