The Forward Observer

Expert Sales and Marketing Advice to Help You
Generate Better Leads and Close Sales Faster
All Posts

How To Create B2B Website Content That Sells

In the political world, there is an axiom that "money is the mother's milk of politics." For B2B Internet marketing and websites, the axiom is "content is king."


Content is what people - and search engines - are looking for. It's what drives visitors to your site and converts prospects into leads. Without great content, you've got a cannon with no cannonballs.

Here are the nine things to keep in mind for killer B2B website content.

1. Messaging - Answer these four questions regarding what happens when someone first hits your site:

  • Will they know what you do?
  • Will they understand what page they're on and what it's about?
  • Will they know what to do next?
  • Why should they buy from you or subscribe to your newsletter or download your material?

2. Educate and offer value - Sure, your website should have information about your products and services. However, most website visitors are not ready to buy from you. That's why you should offer e-books, white papers, videos and other forms of content. The more you educate, the more you will sell. Avoid "we are the best" chest-thumping and instead take a "this is how we can help you" approach.

3. Quality - Earlier I mentioned that content is king. More specifically, quality content is king. While a lot of content is a good thing, the search engines are getting smarter and buyers are getting savvier. Make sure your content is unique (search engines love and reward this), educational and helpful, fresh and relevant to your buyer.

4. Avoid gobbledygook - These are jargon terms and phrases that have been overused and abused, rendering them meaningless. I apologize for the torture you're about to endure - next-generation, cutting-edge, groundbreaking, best-of-breed, mission-critical, etc.

5. Be clear, not clever - There was a time when catchy and creative headlines worked well at capturing attention, especially when advertising was more powerful. Those days are over. People hate being marketed to and they always have. The difference is that now the website visitor, instead of sitting passively through a TV ad, will leave your site if you don't get to the point and provide the information they seek.

6. Blogging - Think of your blog as an online magazine that provides helpful information about the problems your customers have that your company can solve. Blogging is the most effective online marketing tool - more important than social media or any other part of your website. Blogging creates fresh content and more pages of content, which is great for search engine rankings. It helps establish you as an industry authority and your fresh and frequent blog posts will drive more traffic to your site. Blogging also allows you to communicate with your readers and earn inbound links, which are really important for search rankings.

Need more persuading about the effectiveness of blogs? According to HubSpot, companies that blog have 55 percent more website visitors and get 70 percent more leads than those that don't blog.

7. Make content shareable and social - According to social media marketing expert Jay Baer, "content is fire. Social media is gasoline." Once you have great content, make sure to use social media to get it distributed and shared. On your website, add a sharing widget on every page to enable your visitors to share your content via all the major social networks. And when you publish a blog post, set up your site so that it autopublishes content to your company's social networks like Twitter, LinkedIn and Facebook.

8. Using multiple forms of content - Content is more than just the written word. Content also includes images, infographics, video, audio, online utility tools, games, etc. The more you can turn a text-heavy site into something that appeals to multiple audiences, the more effective your site content will be.

9. Customer confirmation - Your potential buyers want to know that you've made other customers happy. This is where testimonials, customer reviews and case studies can provide some of the most powerful content for moving prospects closer to a sale.

(This article originally appeared in Inside Business - The Hampton Roads Business Journal, on November 10, 2014.)

photo credit: timsamoff via photopin cc

Douglas Burdett
Douglas Burdett
The Principal and Founder of Artillery, Douglas Burdett is a former artillery officer and Madison Avenue ad man. He also hosts The Marketing Book Podcast, where he interviews authors every week about the latest in modern marketing and sales.

Related Posts

How to Find More Qualified Sales Prospects and Stop Chasing Your Tail

Not all sales prospects are created equal, and the better you’re able to quickly spot the differences, your prospecting and sales efforts will become more efficient and pay greater dividends.

Of the 3 Sales Prospecting Attitudes, 2 Guarantee Failure. Which One Do You Have?

The number one reason for failure in sales is the failure to prospect. And the most important ingredient for success is having the right, realistic, practical attitude about prospecting.

Your Customers Are Calling You. Are You Picking Up?

  In today’s world, there are many easy ways to connect with others -- you can text, email, or video chat someone on your phone all with a click of a button. Even with all of these easy ways to communicate, old habits die hard when people want to reach a company. Believe it or not, people still pick up the phone and call companies ... but not all companies have someone there to answer their calls.