Resource #1: Why A B2B Website Fails

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Why A B2B WebsiteFails - 13 ReasonsWith SolutionReport For CMOs & Marketing Executives

OverviewStarting off with a couple of important questions here Can a B2B website fail?What does it mean for a B2B website to fail?Why does it even happen!?Well, to answer all the above questions, we need to understand the role aB2B website plays in the marketing and sales journey.To position your organization well by putting across your message clearly,to be seen as authoritative and credible in your industry, to answerquestions for your audience without a person speaking all the time so thatthere’s NO break in the engagement process with your prospects andclients - That’s how significant your B2B website can be!Can it fail? Yes. Nobody, but yourself can easily set your website to fail.When we say that a B2B website failed, we mean that it failed to serve itspurpose.And, why does it happen? That’s a long story we’ve tried to tell in short inthis report. The Last point is the most important!Also, here a few major parameters to define success for a B2B website Website page loading speedAverage time spent on your website per visitClicks on your CTAsForm submissions by your prospects and clientsAbility to browse between pages to find important informationVideos watch time, and more.Let’s continue to address the most important question and find out why somany B2B websites fail to fulfil their roles properly.

1. Sounds Self-Centered & StupidPeople love knowing what’s on others’ plates, but they feel bad if they areignored. Everybody consciously/subconsciously applies this when theyinteract with your website too.So, just talking about yourself on your website doesn’t mean you are bad,but it makes your website sound stupid and idiotic before the audience.This is the worst reason B2B websites fail to serve their purpose.Maybe some smart people will suggest that companies are gettingbusiness success even though they are talking about themselves on theirwebsites. In that case, please confirm if they are getting business throughtheir websites or other means.2. Unclear & Uninteresting Selling MessageDo you know why the iPhone is the highest selling smartphone ever untiltoday? Even though it is not the best phone even today!Apple sells the notion of “Excellent Smartphone That Respects Privacy”extremely well. An idea is alway expensive than any product.Similarly, the idea that electric cars are carbon free is a lie. But Elon Musk isenjoying the benefits of selling ideas.The reason both companies are doing phenomenally great is - they arevery clear and on point in conveying what they sell.Similarly, a great and successful website needs a crystal clear message sothat people can understand what you are talking about.

3. Wrong Assumptions About The AudienceWhy are 90% of married and committed couples not happy or justcompromising with each other? It is because most of them made a wrongassumption about their partner before making the decision. They cannotresonate when they should due to unmatched frequencies.Something happens when your website’s basic instinct loses to connectwith the right audience. You might go wrong at a lot of points, includingpositioning of forms and call-to-action buttons, the unruly navigation, theinconsiderate visuals and colors throughout, and the overall impression ofthe design, etc.Inaccurate assumption can lead your audience to either of these: They close the tab immediately, and think about something elseThey close it and move over to a competitor’s websiteBoth!4. Experience Not-So-GoodBad UI of websites is just like great food served badly on a stinky andbroken plate. It makes websites hard to navigate and fall off a funnel ifthere is one.For a better understanding, compare the starter page of Google, Yahooand Bing. Which one you would prefer to search for if they are equallycapable of producing the same results. I don’t know why Yahoo is still notgetting this.So, many B2B websites just fail to put any impact on business just becausethey have bad UI.

5. Design Guides The Content. Wrong!B2B websites may fail miserably because of it. This is ridiculously funnythat most companies tweak content according to a fixed design template.Will you alter your MacBook according to the shape and size of a sleeveyou like? If yes, good luck then.This happens when you go with an existing theme or template just to savesome real money.In fact, the design of your B2B website should be according to yourmarketing message and manifesto.Therefore, the solution is going with custom and flexible design that musthave space to move according to content. Your message should notcompromise just so it can fit in with the design that’s available.6. Where Is This, And Where Is That?Do you remember last time a website that gave you a hard time tonavigate? Like finding a refund request link on a website after you’vereceived a broken phone with the money back guarantee. Actually thishappened to me, I found a link somewhere in the middle of a 5 pagedocument!I will never order again from that website.Even in normal circumstances, nobody will show up again if the websitegives a hard time finding something which should be right there. This isanother reason why B2B websites don’t work.

7. Not Addressing The Audience At Different StagesIn B2B, almost 100% customers follow a long journey before showing anyinterest. There may be a few exceptions that barely can be counted.But, more than 90% of websites fail to target and treat based on the stageof the journey. This ultimately leads to elongating the whole process.Worst case scenario If they do not like the taste of what’s being fed to them throughout thejourney, they’ll drop out easily. So, most of the time, they would not evenget to see the best part that the website can offer, because they left.8. No One Sending Traffic ThereWebsites usually fail because of not having a proper source of incomingtraffic. Most B2B websites don't even have a blog that gets regularupdates.A great website should have a proper integration of all possible trafficsources. Popular sources may be Blog, Social Media, Email Marketing, SEOand sometimes SEM. Guest blogging and collaboration can yield someunexceptional results.You must hit-n-try all possible channels and set them up such that youraudience would want to visit your website as soon as they discover yourmatching interests.

9. Not Enough Resources And Lead MagnetsDo you know a single person who doesn’t love a fresh glass of water intheir hand whenever he/she feels thirsty? This is what resources and leadmagnets can do - serve as a quick thrill to your audience on your website.This opens up a huge gateway based on a natural psychological principle give & take. Most B2B websites do not even consider this, that makesthem fail anytime sooner or later.Based on your B2B buyer journey stages, the actions that you want youraudience to take also change. Accordingly, your content offers must bedifferent for various stages, if you want them to like you.10. Pathetically Unresponsive Website - VeryBasic!More than 50% of people explore websites on their mobile browser, eventhough they will take a closer look at it on the computer later on. But morethan half of the time your website’s first impression starts from the mobilescreen or smaller devices.So, not building a responsive website means it is ready to fail.Fun Tip One of my clients said once that when he sees an unresponsive website,he’s sure that it was built in the stone age! So, it’s suggested to get yourwebsite redesigned every 2.6 years, for several reasons. We have adetailed resource on that, check it out here.

11. Websites Are The Least Important. Seriously?Sometimes a website fails just because of its existence. Ironical, yet true.Is it there just for the sake of having a website? This usually happens whena company has some other different channels of client acquisition. Goodfor them, but they lose opportunities and become a mismatch with theaudience.In such cases, the website gets least attention for making any updates andmaintenance work, and in turn it is made to fail.Someone in the organization or a team outside the organization got totake ownership of this important asset - the website. Otherwise thisunclear situation becomes a hurdle in the process of redesigning,maintaining and running the website ever.12. Dead Tech StackBack in the beginning, simple HTML and CSS was the only one way tobuild websites. Then JavaScript came to give it some life. But aftersometime, when websites became bigger and bigger, CMS came into thepicture.But, today website technology is a whole new crazy big industry. On theother hand, the way websites are accessed has also changed a lot.Keeping both in mind, any B2B website needs a whole chunk of team-likeattention to keep moving.And most B2B websites fail just because either they are running on bad orold technology behind their back. Some stone age website technologycompanies have even stopped paying attention to make improvementsnow, let alone keeping track of the trends in their industry.

13. It Fails To Engage, At The EndAnd finally, a B2B website fails just for a simple reason - It can’t engage itsuser.If you solve this one problem, all above will be solved automatically.That’s why we have developed a special solution to solve this problem tokeep your website moving - Want to learn more? Give us a call!

About Engagement DesignEvery frame, every component, every call-to-action button on your websiteis a doorway to a loyal clientele. Engagement design covers the entirejourney a prospect takes from a web page on your website through all theautomation and goes deeper into your funnels. The goal of engagementdesign is to hook your lead and take charge of every component they viewon your website. Optimize everything to increase engagement, and makesure they convert.Talk to us today to discuss our Engagement DesignSolution, to see how it can transform your website designfor a deeper engagement.

B2B website plays in the marketing and sales journey. . It makes websites hard to navigate and fall off a funnel if there is one. For a better understanding, compare the starter page of Google, Yahoo . This happens when you go with an existing theme or template just to save some real money. In fact, the design of your B2B website should be .

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