“Your website is really bad,” commented a key board member in a client’s recent board. Words that would make any revenue leader’s heart stop. 

Your website is at the founding of the buyer personalization experience. It’s typically the first point of contact and meaningfully influences your potential customers’ purchasing decisions. 

It is beyond aesthetics; your site needs to effectively engage and resonate with each of your target buyers individually.

77% of B2B buyers expect personalization similar to on B2C sites according to Salesforce. 

So ask yourself: “Do my buyers see themselves on my website?”

If not, get to work on these adjustments.

Create Personalization Categories

Provide content personalized to buyers goals, roles, and market segments with just one click. 

  • Key Goals: Highlight how your product or service helps drive revenue, reduce costs, build efficiencies, or create a better team, employee, or buyer experience.
  • Key Roles: Tailor your messaging to resonate with end users, business decision makers, technical buyers, financial buyers, and even the C-Suite.
  • Key Segments: Showcase the value you provide to specific verticals, such as SaaS, manufacturing, life sciences, retail, or specific segments in government, higher education, or K12 markets.

Multi-column layouts can make it easy to create pages for different personalization categories:

Tell Stories About Value

It’s crucial to understand the buyer “why” when they are coming to your website. Consider:

  • Envisioning Solutions: Help your visitors see how your product or service can solve their problems or bridge gaps in their current capabilities.
  • Offering Social Proof: Provide real stories and testimonials from your satisfied customers. Potential buyers want to see evidence of success from their peers.
  • Use Case Landing Pages: Link your email, social, or digital outreach to landing pages that focus on specific use cases, allowing visitors to consume relevant content easily.

Help Them Take Action

Your website should not only inform but also prompt visitors to take action. Consider incorporating self-solutioning content that indicates buyer intent:

  • Checklists: Offer self-solutioning checklists based on your best customer’s practices, so your buyers understand which aspects of your offering are relevant to their needs. 
  • Benchmark or Diagnostic Data: Create opportunities for diagnostic assessments. Buyers willing to share data for diagnostics are also proactively seeking solutions.
  • Trials: Make it easy for potential buyers to sign up for trials of your product or service. Set clear expectations on moving from a trial into a business relationship.

By helping potential buyers see themselves on your website, you’re more likely to convert them into satisfied customers and, ultimately, boost revenue. Remember, your website is often your first chance to make a lasting impression, so make it count!