I recently came across a few statistics that all B2B businesses today should know. According to a recent survey from Demand Gen Report of B2B Buyers, 65% say the top two criteria they look for when visiting the website of a potential solution provider is easy access to relevant content that speaks directly to their company, and easy access to pricing and competitive information.

In addition, according to the report, some 79% of B2B buyers say content from the winning vendor had a significant impact on their most recent purchase.

So with this important insight into the B2B buyer ask yourself, “Just how good does our current website do on those criteria?”

Odds are good that you may be neglecting a very important part of your business!

After all, having an informative website and delivering relevant content are the keys to bringing in new business.

Of course, relationships still matter for existing customers. But if a business is looking to grow their pipeline of prospects, they better have a website that delivers what the prospective customer is looking for. Today’s B2B buyer has changed over the recent years and this transition has accelerated even more due to Covid. Learn more here.

Over the past several months I have had numerous discussions with business owners and in almost all cases, their website was not set up to build their pipeline of new business prospects. Their sites lacked a unique, differentiating, or compelling story that gave prospects a good reason to do business with them. In some cases, the message was so convoluted it was hard to discern what they were even selling.

If you have a business or consult with one that is trying to build a sales pipeline, pay attention to your website and deliver to your prospects what they want to see from you, not what you think they want to see.