When marketing a product for B2B your website is talking to numerous people within a business. There are the people who will be using the product daily, and then there are the decision-makers; those who make the final call to build your product into their company. They need to see more than that your product will just ‘do the job’.
Designing a website with decision-makers in mind is critical. Your product is awesome – and that’s a good start – but how do you persuade key members of a business that you’re the right fit for them?
When dealing with decision-makers it’s important to remember that they’re making a huge choice for their team. They’re dealing with budgets, data security and long-term commitments. They have a lot going on and they need to feel super confident in the product they’re investing in. So, what’s the best way to design an experience that gives them that confidence?
Trust Signals
Decision-makers want to go deeper than seeing your product look good on the surface. They’re cautious and need layers of trust signals to subliminally support their thought that the product is a good fit for them.
Social proof is a great way of doing this; including testimonials from high-profile clients, customer reviews and social media links showing engagement, all build an authentic view of your brand and give all important credibility to your claims.
So where’s the best place to put these trust signals? Well, everywhere. Your homepage is vital. Having customer logos high on the homepage is a quick, easy way to validate your calibre in the industry. As decision-makers dive deeper into your site, place positive testimonials on pages such as the product information pages.
Transparency is key for trust which is why having authentic reviews, links to review sites and social media is a fantastic way to be open and honest with your potential new customers.
Expertise and authority
Everyone wants the best for their business so here’s the time to show people who visit your website why you knock your competitors out of the park. There could be 100s of other products that do a very similar job to yours but what sets you apart from the competition? Showing your expertise and authority in your industry is key, and here are some great ways to do it:
- Case studies: Show off successful projects your clients have had using your product. Show how you solved their problems and why your product was a big reason it was a success.
- Certifications and awards: Displaying industry-recognised awards shows that other people consider you the best, not just you!
- Team profiles: As humans we love to see the faces behind brands, we buy into people and lend towards personalised business interactions. Showing off your team with photos and bios builds trust by humanising your business and showing who decision-makers are putting their money behind.
Look at our guide to implementing E-E-A-T on your website to get the ball rolling.
Make it easy
Decision-makers don’t have all the time in the world to be searching through your website to find the information they need. Make it easy for them to get what they’re looking for.
Giving them key benefits upfront will set them on the right path to diving deeper and getting to grips with your product, quickly. Don’t let them dig around to find out how your product can solve their problems, give them hard-hitting statements upfront and centre.
Organising your info with a clear hierarchy is also a must when it comes to getting the right information in front of your users at the right time. When designing a page and its content, consider why users are there and what information they expect to find. Don’t give them tons to sift through, give them super clear headings and make the copy easy to digest and get to the point.
Have key call-to-action buttons that are easy to find. Think “schedule a demo” or “start your free trial”. Having clear next steps will make it more likely that your users will take action.
Designing for B2B is about making decision-makers feel informed, secure and confident in their decision. You need to prioritise trust, authority and ease to start building a long-term relationship. Remember, great UX is all about helping decision-makers feel like they’re making the best choice and making it easy for them to sign up once they have chosen you.
Start crafting a better experience today
Creating a seamless and enjoyable buying experience is crucial for any business aiming to thrive in today’s competitive market.
If you want to learn more about how we can help you get more impact from your marketing today, we’d love to hear from you.
