Tangled Web of B-to-B Marketing
This kind of unfocused website writing is often an extension of a general lack of market focus within the company. If you try to serve everyone, your lack of specialization will make attracting and converting customers extremely difficult—people want to trust that your solution is the right fit for their specific challenges, not "just anyone."
For example, if you are a custom software company, and your website promises that your company can help with "any custom software," you are not allowing the prospects to envision your solution. Instead, make sure your website offers different landing pages for different verticals. You can show manufacturing inventory solutions or custom dashboard features—anything you can do to help the client visualize multiple applications of what you sell, in a way that suits their specific needs.
4. No Testimonials or Case Studies
Too many companies' websites make promises without any evidence to back them up. If you're selling a complex, high-value business solution, you need to show detailed case studies or client "success stories" to prove that your solution can deliver what you promise.
Get permission from previous clients to include real testimonial quotes—with full names and job titles, if possible—to share the positive results they achieved. The more "real" and specific, the better. (Of course, you don't want to compromise any sensitive details or violate confidentiality agreements, but try to get permission from some previous buyers to share their success stories.)
Testimonials and case studies are a simple but highly effective way to build credibility and get prospects interested to hear more from you.
Your website needs to build credibility and open up the possibility of developing a larger conversation with prospects in a way that will lead to sales. The best way to do this is by educating prospects, informing them about your solution and showing trustworthy examples of what you can deliver—backed up by proof (case studies and testimonials) to demonstrate that it works. Don't make the mistake of chasing after short—term sales with shortsighted aggressive sales copy, and don't be afraid to "give away too much" by sharing some of the ingredients of your solution's "secret sauce."
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.