Why Your Website’s Messaging Matters More Than Your Product Demo
Using product demonstrations, jargon, and technicalities for marketing your product could only muddy the waters. What a client really needs to get engaged and interact with your website is clear, concise, and succinct B2B messaging. It is essential to put the customer at the center of your messaging and then define the content strategy. For many B2B companies, especially in technical sectors like fintech, the issue is not the product itself. It is that the website does not clearly explain the problem being solved, who it is for and why the buyer should care.
Why product demos alone are not enough
A product demo is most effective when the prospect already has context. By the time they reach that stage, they should understand the problem you solve, the outcome you support and how your solution could fit their needs.
If that groundwork has not been done, the sales conversation has to start from scratch. Your website should prepare the prospect before the demo. It should frame the problem, explain the value and make it clear why the next step is worth taking.
How to create strong B2B website messaging?
Strong website messaging is not about sounding impressive. It is about making your value easy to understand. A visitor should be able to land on your homepage and quickly understand:
- Who you help
- What problem you solve
- What makes your solution different
- Why they should trust you
- What they should do next
What are the best practices for B2B website messaging?
The focus of your messaging must be lifted from a glossy façade to addressing the needs of your prospective clients. This can be achieved by:
- Bite-sized information on your unique selling proposition on the homepage. Without navigating through multiple sections of your website, answer the question ‘Does my website communicate the need-state of the buyer and our solution?’
- Not putting all your eggs in one basket. Offer a range of content for your prospect to skim through. Sure, whitepapers are necessary; however, with a minimal attention economy, an infographic sells better than a multi-page PDF.
- Earning trust. Buyers tend to have scepticism or a preconceived notion. Present your content with expert opinions, data, research, and graphics to establish your credibility. This increases the scope of winning credibility and informing your audience.
- Proof. A well-structured client testimonial, case study or awards won could lay out work history and instil confidence among clients and provide clarity to their expectations.
Alongside these practices, the website’s content must be well-rounded to support clients in their varying journey paths / level of interaction with the company’s website.
How to draft website content in various messaging formats?
Clients exploring websites or surfing through multiple sites to form an opinion on the best solution provider, prefer snappy, quick to read and easy to digest insights. Infographics like bar charts, column graphs, or interactive timelines could leave an indelible impact.
After moving the client down the funnel, they often seek deep-dive content formats like case studies and whitepapers that portray real results with numbers.
Messaging that doesn’t just focus on traction
Essentially, a product’s spec sheets could help finalise the agreement with the prospective client at the final stages of the customer journey. However, to guide your audience to choosing you in the first place, it is crucial to use the optimal B2B content strategy. To crown it all, an effective CTA or Call to Action helps seal the deal.
Need help turning complex B2B technology into clear website messaging? Our team helps fintech and specialist technology companies build messaging, content and websites that speak directly to their buyers. Reach out to our experts today.
