Standing out is simpler than you think. Shift from a focus “what we offer” to “what’s in it for your buyers.” And, it starts on your website.

B2B buyers are bombarded with information from all corners of the internet, making it challenging for them to find solutions that truly resonate with their needs. 

Successful marketing teams are adopting a buyer-journey-first approach. In our “Modern Marketer” series, we’re exploring five key practices for prioritizing the buyer experience. 

#2: Personalizing the website experience. 

Your website is the foundation of buyer personalization. It’s often the first impression, and can significantly influence buying decisions. 

From “Us” to “Them”

The majority of websites focus solely on promoting achievements and product features. 

B2B buyers want to know: “What’s in it for me?”

Leverage website personalization to:

  • Boost engagement by tailoring content to specific goals, roles, and industries.
  • Increase conversion rates by guiding visitors through a journey that speaks directly to their needs.


  • One-Click Access: Can your visitors find content relevant to their goals, roles, and industries within a single click? 
  • Personalized Content Journeys: Craft tailored experiences using three key content categories:
    • TOFU: Build awareness and drive traffic with content that simplifies follow-up conversations.
    • MOFU: Support self-solutioning and showcase your unique value proposition.
    • BOFU: Leverage peer social proof and expertise to drive conversions.

Let Buyers See Themselves in Your Website

Create Personalization Categories:

  • Key Goals: Align your messaging with how your product helps achieve desired outcomes (revenue growth, cost reduction, etc.).
  • Key Roles: Tailor content for end-users, decision-makers, technical buyers, and C-suite executives.
  • Key Segments: Showcase your value proposition for specific industries (SaaS, manufacturing, healthcare, etc.).

Tell Stories About Personal Value

Go beyond features and benefits. Understand the “why” behind buyer behavior. Offer:

  • Envisioning Solutions: Help visitors see how your product solves their problems or fills capability gaps.
  • Social Proof: Showcase success stories and testimonials from satisfied customers.
  • Use Case Landing Pages: Connect email campaigns and social media outreach to targeted landing pages with relevant use case content.

Help Buyers Take Action

Your website shouldn’t just inform; it should compel visitors to take the next step. Consider self-solutioning content:

  • Checklists: Offer self-assessment checklists based on best practices to guide buyers towards relevant solutions.
  • Benchmark Data: Provide opportunities for diagnostic assessments to identify buyers actively seeking solutions.
  • Trials: Make it easy for potential buyers to test your product or service. 

By personalizing your website for today’s buyer journey, you can create a more impactful online experience that drives conversions and fosters lasting customer relationships.