Take a look at this B2B web site. Awful, isn’t it?
It’s a typical homegrown web site done by an in-house team of inexperienced digital marketers who probably had the best of intentions and a next-to-nothing budget.
Unfortunately, there’s no SEO strategy, the design is flat, and the content is not only lacking, it’s wholly and completely internally focused with “we” this and “we” that at every turn.
The truth is, this web site would be a lot more interesting – and a lot more effective – even without a lot of money if it had been approached more as a consumer site, than a B2B site.
Studies show that B2B web sites lag light years behind B2C sites and that visitors to poorly executed B2B web sites have less trust of those companies and their offerings.
So here’s the secret truth for B2Bs …
Businesses are made up of people who are consumers … so treat them like consumers. And, just like B2C web sites, create a web site that’s less about you and more about your customer.
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