Make Your B2B Website Stand Out with a Compelling Message

Here’s a safe exercise you can try at home: pretend you’re a B2B prospect looking for a company who can help you solve a business problem. Choose any B2B vertical / industry, a professional service or a product and then do an online search. Once you’re on the search engine results page, click through to those listings that look like company Websites (stay away from article spam and the like).

If possible, visit seven to ten sites. Quickly scan the home page of each one to see if you can figure out what the company offers. Don’t take notes — just run through each one.

Now, which company stood out in terms of content? Do you remember any of the company names? No? Congratulations, you just encountered what your prospects go through when they’re searching for providers / solutions.

The Problem? Poor Messaging

Poor messaging happens when companies use the same staged, corporate-y images purchased from stock photography sites and content written in jargon-y unreadable gobbledygook. After viewing a few sites, everything starts to look and sound the same.

The result is that prospects come to your Website . . . and click right back out.

How do you prevent this problem? Create fresh, original content that explains what your company does and why your company is different — in plain English.

Marketers usually refer to this process as “developing your message” or “determining your position.” It’s the first step you need to take when redesigning your Website. To develop your message, consider the following strategies:

1. Conduct competitive research
Most small and mid-sized business owners often know exactly who their competitors are and what they offer. Get this information out of people’s heads and onto paper (or an Excel spreadsheet or white board) by holding a strategy meeting with all parties. Also include any “scuttlebutt” you’ve picked up in your travels and from reading the news media.

Analyze your competitors’ Websites to see how they position themselves. What words and images do they use? How are their offerings similar or different from what you offer / provide?

My client, Greenway Golf, for example, differentiates itself from other golf course maintenance companies by stating that they help golf course owners and managers significantly lower costs while vastly improving playing surfaces.

2. Analyze your strengths
Look at how you’ve solved your customers’ challenges in the last few years: what value did you bring to the table? What was your expertise and how were you able to use it to solve the problem?

Ask your customers why they hired you and why they continue to do business with you. (Conversely, go over recent deals that fell through and ask why you didn’t get the deal — this knowledge will help you craft messages that resonate with future prospects).

Ask sales people for feedback they get from customers — this is all valuable information that you can use in your content and to help better define your position.

Also look at the awards you’ve won, industry certifications, and any data you have that shows how your customers are better off since implementing your solution. Veterans Development Corporation, for example, has earned a highly coveted 94% DECAM rating from the State of Massachusetts (a rating providing by the state based on past performance), a fact they point out on their Website in various places.

3. Tell some stories
Do you have great success stories — stories that really show your expertise, strengths and can-do attitude? Showcase them on your Website! While formatted PDF case studies that people can download are always wonderful, you can include vignettes and what I call “mini case-studies” within the content on your site.

These stories don’t have to be text-based or follow the traditional “problem, solution, result” format. I like how Macro-Air Technologies, for example, uses a video to show how their HVLS Six-Blade Fans beat out their competition. I also like how Greenway links to industry articles about their clients via their blog posts.

The goal of implementing these simple strategies is to create fresh, original content that reflects your company’s values and expertise . . . and that gets potential customers to call or email you.

I know lots of other strategies exist for developing great messaging — feel free to list yours below.