People go to websites looking for information.
For some websites, the question a person has might be, “How does this entertain me?”
But for other sites, especially business websites, the question often is, “What can this business do for me?”
As business owners, we have the task of figuring out the best way to answer that question. We have to make it clear to every visitor that we have something that can help them with their life. We have to convince them that we can be valuable for some aspect of their life.
It might be helping them to make a task easier that saves them time. Or it might be something that helps them make money. That’s a good one. People seem very happy to hand over money if you help them to get money.
If someone tells you that if you give them a dollar that they’ll help you earn two it’s a no brainer.
We know that people are coming to websites with questions.
Here are 5 common questions that B2B customers have. By answering these questions on your website you’re going to get more customers and more sales.
1. How can you help me make more money?
Like I said before, if you can help someone make money it’s like an automatic yes.
But it’s not an easy question to answer. With GBW, I try to communicate to potential clients that blogging leads to more traffic, which leads to more sales. It’s not always that easy and it can be different by the business so we have our work cut out for us.
Your business might have an easier time answering this question and that’s good. The goal is to figure out how you can convince your visitors that you can do this and then selling will become much easier.
I read a story about the PGA Tour and how they wanted to get more sponsors. They did a study on advertising and figured out that the amount of exposure a brand would get as a title sponsor was equivalent to $25 million in television advertising.
And it costs a tournament about $5-10 million a year to sponsor a tournament.
Once the Tour figured this out it became much easier to convince brands to sponsor tournaments when they were getting such a good deal. To them it felt like they were making $15-20 million.
2. Who are you and why should I trust you?
This is the most obvious question yet so many businesses don’t answer it. This should be the first thing you do on your site. You have to tell your visitors who you are and what you can provide.
With GBW I try to say that we’re Ghost Blog Writers and we provide blog posts for businesses. Or that we’re a blogging services company; we write blog posts to help you get more traffic.
We try to earn trust by being honest in the content on the site. We showcase case studies and we also try to show our expertise with the blog posts we write about industry topics.
You can also earn trust by showing photos of the people behind the business. You could also show your address to give people the feeling that you’re actually a real company.
3. How does your service or product work?
This is an interesting one and it’s the reason you have probably read about how companies make products or have even watched videos discussing how things work.
As humans, we’re always curious about the process. We want to know where our food comes from or how a service is done. We don’t necessarily need to know all the details, but it’s nice to know a little bit of what’s going on.
Explain how your service works or how you create the product you’re selling. A little explanation can go a long way to convincing prospects to become customers.
4. Has your service worked for others like me?
This is where a portfolio or case studies page can come in handle. We do what we can with our case studies page, but due to the nature of our business we have to get even more creative. When customers ask this question I tell them to check out the GBW Blog.
We try to write the same quality of posts on our own blog that we write for clients. Since we can’t always share the work we do for clients we have to somehow prove that we’re a worthwhile service.
5. What’s the next step?
People always seem to want to know what’s next. They get their answer to one of the questions above or to a different question and they’re wondering what’s next.
It’s like having a conversation in person. You successfully satisfy someone’s question and they’ll say, “Okay. That makes sense. What’s the next step?”
Lead your customer through the sales process. Give them something to do on every page and even within each page. Lead them along and they’ll be happy to follow because they want to follow.
Selling is all about answering questions. When you’re selling your service to a person in person you’re answering their questions. A website works the same way. Your customers have questions and your site has to answer those question if you expect to win the sale. Answer the 5 questions above and you’ll be well on your way to winning more sales. You’ll probably take it even further by identifying more questions. Get started right now because there are probably customers leaving your site if these questions aren’t being answered.