Why B2B websites do not work


Have you ever been in a conversation where despite the language being clear, the subject of the conversation is absolutely muddled?

I have, many times, and it occurs particularly where there is an individual in the conversation who has a barrow to push, and irrespective of anything else said, responds from the barrow.

Now it is happening every day with websites I see.

The site is talking about themselves, their particular barrow, when those looking for something are not interested in their “news” they are looking for stuff that is in their interests.

B2B sites seem to make some pretty consistent mistakes, talking about:

    1. The size and geographic reach of their business
    2. What they have done to shape markets
    3. Their latest “innovation” which more often than not is just a paint job
    4. Their great record of corporate social responsibility
    5. The sustainability steps they have taken.

There are many others, but you get the picture.

By contrast, B2B customers seeking goods and services via the web are looking for:

    1. Information on how the product or service offered will perform
    2. Delivery and after sales service arrangements
    3. Evidence of the expertise claimed
    4. Technical information on the design and performance parameters
    5. An open, simple and transparent communication process pre and post sale

And so on.

The marketing challenge is to see your products and services from the perspective of the customers, and potential customers.

To me it seems blindingly obvious, but clearly, a large percentage of B2B web site managers have no idea, and their marketing needs some intelligent thought.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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