How to Turn your B2B Website into your Most Effective Sales Tool!

Turning your B2B website into your most effective sales tool is important to maximizing your company’s revenue. Your website is an asset that gives you complete control over your sales messaging and is open 24/7/365. But to get the most bang for your website buck, you have to create the right content and integrate it into your sales and marketing efforts. If your website is a resource for prospects, it will create trust between your company and future customers. Therefore, making your website content part of your sales efforts will result in higher close ratios and more revenue. Keep reading to learn about the right content needed and how to use that content to help close sales.

Estimated reading time: 6 minutes

Real World Experience

Create Content for Every Phase of the Customer Journey

Turning your B2B website into your most effective sales tool requires content aimed at every step of the customer journey. 

Phase #1—Education and Consideration

For folks just starting to shop for products you sell, you must provide content that helps people understand your products and services. Most importantly, they must understand how your products and services solve their problems. Do this with videos, blog posts, and a solid FAQ page. This gets you onto the list of companies being considered.

Phase #2—Comparison and Narrowing Prospect List

For visitors comparing your company to your competitors, you need to offer content that lists the features, advantages, and benefits (FAB) of your products and services. Fill your products and services pages with this content. By effectively communicating your FAB, you will likely stay on the list of considered companies.

Phase #3—Decision and Purchase

When your prospects have decided to buy from you, your website should offer several ways to initiate a sale, including custom forms and contact buttons for phone, text, and email. And when your customer reaches out, you have a well-trained staff who can quickly and easily close the sale. 

Use That Content in Your Sales Communications

When your content focuses on all phases of the customer journey, you can turn your website into an effective sales tool. All you need to do is incorporate that content into your sales conversations. When a prospect asks you a question about your product or service, you can give them the quick answer they want at that moment. Then, follow up with an email or text, providing the link to your website’s blog or video for a more in-depth answer.

An Example

Let’s say you own a mortgage company, and a prospect is interested in a home equity line of credit. Here is how a conversation between your salesperson and a prospect could go:

The more often you push your customers and prospects to your website for information and answers, the more opportunities you have to establish your company’s expertise and authority. Prospects will see value and acknowledge your expertise if your content is helpful and covers topics in detail. Expertise and authority are building blocks of trust. Only when someone trusts you will they buy your product or service.

Experience, Expertise, Authority, and Trust (EEAT) are important in your relationship with your prospects and Google. It’s so important to Google that EEAT is widely considered a Google organic ranking factor. To learn more about EEAT, read my blog post, “If You’re Hungry for Higher Google Rankings, It’s Time to EEAT!”

Conclusion to Turn Your B2B Website into an Effective Sales Tool

Turning your B2B website into an effective sales tool starts with creating the right content on your website. Once the content is in place, your sales team needs to use it and drive customers and prospects back to your website. Driving customers and prospects to your website needs to be part of your sales process. It needs to be part of a recognized discipline of sales activity. Once on your website, they consume all your content. They can watch your video demonstrations, get more information about your products, services, and warranties, and learn more about your company’s experience, expertise, and authority. That builds trust, and trust builds sales. 

SK Website Works is a website company that focuses on user experience. We build new websites and provide SEO services to keep websites running clean and search engines happy. Plus, we create content that establishes our client’s expertise and authority. That builds trust between your company and your prospects. And customers only buy from brands they trust. Call us to discuss what SK Website Works can do for you. 

Thanks for your time, but now we’ve gotta run. We have websites to build and audit, blogs to write, eCommerce to manage, and photos to edit. Until next time, take care.