Tangled Web of B-to-B Marketing
The opposite situation is also far too common: Some companies clutter their websites with every imaginable detail about what they do, technical details about their products, elaborate descriptions of the company's mission and values, etc. There's no need to bore prospects with every little detail. If your website has too much clutter and too much text, it will be overwhelming to people and they'll want to look elsewhere.
2. Too "Salesy"
Sometimes it's hard to know where to draw the line between "effective sales tactics" and "overly aggressive sales tactics," but many companies' websites are coming on too strong.
The early days of web marketing were full of lengthy sales pitches exhorting the reader to "BUY NOW!" This might have worked in an earlier era of the Internet when people were less jaded and there were fewer people selling online, but today people are more sophisticated and cautious. If your website reads like an infomercial, and you're expecting people from Fortune 500 companies to read that overblown text and get excited by it, you need to re-evaluate the way you present your company online. Your audience is too smart for overly "salesy" website copy.
If your website is trying too hard to sell, your customers will know, and they will ignore you. The best way to build credibility is to respect your audience's intelligence and recognize that that they are well-informed and aware of their options.
3. Lack of Focus
There's a quote from Bill Cosby that, "the key to failure is trying to please everyone." In the same way, many companies' websites are making it look like they want to serve every person and every business.
For example, your website might say, "Any client that has either a media budget or any type of marketing budget may utilize our services." This is a bit too broad. Most B-to-B companies serve a specific industry or a specific niche of businesses; if your website makes it sound like you can sell to absolutely anyone in the world, in any industry, for any situation, that might (ironically) make lots of people think you are not the right fit for them.
Gregg Schwartz is the Vice President of Sales and Marketing at Strategic Sales & Marketing, an industry-founding lead generation firm based in Connecticut. His company helps technology companies and various startups and small-to-mid-size businesses in the B2B sales category generate sales leads and improve their sales processes.