Your website would be a lot better – as in bring you more new business – if it talked less about you. In fact, pretty much everything you put out into the universe (from a business perspective) would be more effective if you dialled back the “me”.

Most B2B businesses I see could be attracting so many more ideal clients if they just talked less about themselves. Nobody cares. I’m sorry, they just don’t.

What they do want to know is how will you help them solve their problem – and that starts with showing them that you understand the problem in the first place.

When someone has identified that they have a problem, the first thing they do is go out and try to find out who can help them solve that problem. This is their research phase. In this phase, they’re looking for providers who clearly understand what that problem is and who can show they have solved it for others like them.

This is early stage. They may not know how much value all of your many credentials, experience, etc., etc. provides. You can explain that later, but first you need to let them know you understand where they are coming from – and what life could be like once they solve that problem.

There is research that shows that B2B buyers are 70% of the way through their buying process before they contact a vendor. That comes from a study by 6sense. That same study found that buyers make the initial contact 83% of the time (after they’ve narrowed things down to a small number of potential vendors).

When you add to that 62% of B2B buyers start their research with a web search (Half Past Nine) it’s starts to become pretty clear that your website needs to be focusing on the client’s problem right up front to even make it into the consideration set.

So, how do you know exactly what you need to be saying to engage your potential buyers and get your name on their shortlist? My recommendation is to talk to them. Pick up the phone and call them. Ask them why they chose you. What the problem was that they were trying to solve. And listen to language they use to describe it.

Use that to inform your core messaging and get it above the fold on your website.

Now, calling customers takes some effort. To make the most of these interviews, focus your outreach on your ideal customers. The ones you want more of. Typically your most profitable clients that are the best to work with. If they refer you business, even better.

Here are some resources to help you.

This article explains how to map your customer journey so you can use it to figure out what questions you need to answer
Read this to understand the broader strategic process to build this out

All of this is about starting with strategy to build a plan that attracts and converts more of your ideal clients by focusing more on them and less on you.

If you’d like learn how I’ve used this approach to help businesses like yours achieve predictable growth (and how this can work for you) book a free strategy session and let’s talk.