Start from the Customer’s POV
Before you can sell anything to your customers, you need to understand what they want and need. Focus on the customer’s journey, the current problems they have, and how your product solves those issues. Start by looking at your website analytics and customer journey map to see what kind of questions your customers are asking and where they’re getting stuck. You can also speak to your existing customers to find out why they bought from you and what else they’re struggling with. Digging into this data will help you identify the main pain points your customers are facing so that you can address them on your website.
Be clear about what you’re selling
Your homepage is the most important page on your entire website, so you need it to be clear about what you’re selling. If people aren’t sure what your product or service does, then they’ll click away and go to a competitor’s website. Start by looking at the current design of your homepage. Is it easy to understand what you’re selling, or does it feel cluttered? If it’s the latter, then it’s time to make some changes. Create a visual hierarchy by making your most important selling points stand out. If you offer several products or services, then you can include them on the homepage too, but make sure they’re clear and concise.
Explain the value of your product over time
Once you’ve made your homepage clearer, you can start to explain the value of your product. To do this, you’ll need to outline the benefits of your product over time. For example, let’s say your business sells data analytics software. You might have a bullet point that says “Organizations can save 20% on their data analytics budget.” Data analytics software is expensive, so it’s important to show people how the product can save them money. This will help transition potential customers from being curious about your product to making the decision to buy from you.
Use visuals to explain the benefits of your product
Once you’ve outlined the benefits of your product, you can use visuals to help your customers understand why they need your product. This can be done through product images, infographics, and videos. Once again, start by looking at your current website. Are your product images helpful, or do they need to be updated? Are there any visuals on your website that can be replaced with something more helpful?
Visuals can be a great way to break down complex topics so that customers can easily understand the benefits of your product. You can also use visuals like infographics or charts to show how your product works. For example, if your business is selling data analytics software, you might have an infographic that outlines how the software works or a chart that shows how much money customers can save.
Use testimonials and case studies
Once you’ve outlined the benefits of your product and shown customers how it works, you can use testimonials and case studies to build trust and confidence in your product. Case studies are an excellent way to demonstrate how your product has worked for other customers in similar situations. You can include these on your homepage, in product pages, and on your case studies page. Be sure to include the pain points that the customers were facing, the solution they implemented, and the results they got.
Use video to show, not just tell
We’ve already outlined the benefits of each type of visual content, but one format rises above the rest: video. If you’re selling a complex product or service, video is an excellent way to break down complex ideas and show your customers how it works. To create a video for your website, you can either create an animation or interview one of your company’s experts. If you choose to interview an employee, be sure to ask them questions that will help your customers understand the value of your product.
Don’t make your website feel like an ad
One of the biggest mistakes B2B websites make is making their homepage feel like an ad. You’ll need to walk a fine line between making your website feel like an ad and making it feel trustworthy and helpful. You’ll also need to be careful not to break any laws or put your company at risk, so be sure to check what you can and cannot say. Many B2B websites break the rules of trust by making promises they can’t deliver on, making false claims, or not being transparent about who they are.
Summing up
If you want to increase the number of customers purchasing from your website, you need to sell transformation. This isn’t the same as selling a product, it’s about changing the way people think about your business and the solutions you offer. You’ll need to start from the customer’s point of view and outline the pain points they’re experiencing, the value of your product over time, and how it works. You can also build trust and confidence by using visuals like video, infographics, and case studies. Don’t make your website feel like an ad, but don’t be afraid to be transparent about the benefits of your product either.
