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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I consider it my job to help my clients understand their audience. I like to challenge them with thought provokers that I hope will forever change the way they communicate — or even think about communicating — with their audience.

Here’s the question I ask and the one I hope you’ll start asking yourself or your corporate writers:

“Is this what you want to say or is this what your audience wants to hear?”

Remember, it’s not their job to hear you, it’s your job to reach and connect with them.

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We went to my husband’s family reunion over the weekend and had a wonderful time. We spent nearly every waking minute laughing, joking and telling stories.

I love my husband’s family and look forward to our annual get-together.

But as wonderful as they are, my husband’s family is famous for miscommunication.

Much of the past weekend was spent sorting out a long-standing feud between an uncle and his former son-in-law and grandchildren.

The details are boring and irrelevant here, but I did observe some fundamental communication mistakes I see people make in both life and business.

• Communication happened via surrogates. The two people that should have been talking didn’t talk. Then or now. Solution? Always engage in direct and honest communication.
• Some of the parties involved didn’t pay attention to their audience. One person made an offhand remark that offended several others. Solution? Choose your words carefully and demonstrate a respectful attitude.
• There was more talking than listening. Interrupting, interjecting and formulating your next thought while someone else is talking are all no-nos. Solution? Remember that effective communication is always a two-way street.

And although the two central parties did not reconcile their differences in the least, there was definitely some bridge building that went on between the former in-law and the rest of us – thanks to a willingness to be open to hearing the other side and to let love and forgiveness reign.

Perhaps that is the greatest communication lesson of all.

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Here’s another installment in my continuing my series on the 7 Habits of Highly Effective Communicators.

HABIT 5: SEEK FIRST TO UNDERSTAND, THEN TO BE UNDERSTOOD
This habit is a biggie for those of us communicating to the masses — to the ofttimes nameless and faceless people we call our audience. It’s especially easy for us to do what Covey says most people do and that’s “listen with the intent to reply, not to understand.” But even though we usually cannot physically hear our audience, effective communicators must find ways to truly understand the meaning of what their audience would say if they could say it.

How to incorporate it:
First, make a conscious effort to set aside preconceived notions. Whether you’re speaking in front of a group, making a pitch to a new client or writing copy for your web site, do not assume you know everything your audience is thinking, feeling or doing. Of course you’ll want to anticipate the types of things they’d want to know, but don’t be so arrogant as to say things like “I know you’re thinking that …” You don’t know. Not for sure, anyway. So don’t say it.

Second, find a way to tap into your audience’s dialogue. Are they blogging, tweeting or putting up videos on YouTube? Can you read the emails they send customer service or listen in on phone calls with the sales team? What about reading comment cards, studying surveys and observing focus groups? Any means by which you can simply observe your audience will help you understand them.

Lastly, remember that this habit is about listening. (Really listening, not fake listening until you can say what you want to say.) Look at things from the audience’s vantage point and step back and wait. Digest the information you’re given. Don’t make judgments, ask questions, give advice or interpret the other person’s motives. Just take what you learn at face value before opening up the dialogue.

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