B2B Websites that Convert | A Conversation with Sam Dunning of Breaking B2B

The Marketing Mix: Thought-starters for B2B Business Leaders

If you’re running a B2B tech company, you want your website to generate leads, and convert interest. Yet so many websites are built for vanity, not revenue. And that’s Sam Dunning’s goal with Breaking B2B - to change the way that tech companies and SaaS providers think about their web design.

The website should be the hub to which you drive all of your marketing programs. And yet many of them are designed around good looks and fun messaging – rather than on educating prospects, and capturing their interest. So we discuss some common pitfalls of sites that fail to connect, and Sam shared three approaches he uses to craft clear headlines and positioning statements.

We also covered the importance of having more than just pricing on your pricing pages; and how to construct a low-friction “book a demo” process. Plus Sam talked a little about his personal branding strategy which borrows from popular social media trends.

Key Takeaways:

1. Design for the Audience: A website should focus on the pain points of the target audience. Not the preferences of internal stakeholders

2. Clarity Over Complexity: Use straightforward headlines that avoid cliches and jargon; and clearly state the value proposition and benefits.

3. Transparency Builds Trust: Open pricing and accessible demos streamline the sales process, and reduce time wasted on unqualified prospects

4. Expand your Pricing Page: Incorporate social proof, such as client testimonials, case studies, and FAQs, to address common objections

5. Engaging Demos: Wngaging product demos, either through videos or interactive tools, allows visitors to understand the product's value quickly and effectively.

Resources:

Connect with Sam on LinkedIn

Listen to – or watch - his Breaking B2B Podcast

For more on Sam’s tips to build a killer B2B tech website, check out Episode #390 “Craft a SaaS Website That Converts Like Crazy”

And for my England-based listeners, here’s Sam’s SEO-based spoof of “It’s Coming Home”