Websites · 5 min read
Your B2B buyers have already decided before they call you
B2B buyers now do the majority of their evaluation before contacting any supplier, and they do it on your website, your Google listing and your reviews. If your site does not answer capability, capacity, price range, accreditation and lead time, you are removed from the shortlist without ever knowing you were on it.
By Raja Wahab, Co-founder, Fixby Studios · Updated
The invisible rejection
The frustrating part of B2B is that failure is silent. Nobody emails to say your site did not answer their question. They just open the next tab. Your enquiry count looks flat and you assume demand is soft.
The five things a buyer checks in ninety seconds
- Can you actually do the specific thing they need? Named, not implied.
- Can you do it at their volume, and how fast?
- Roughly what does it cost? A range is enough to stay in the running.
- Are you accredited and insured to the level their procurement requires?
- Has someone like them used you before?
Answer all five above the fold on the relevant page and you convert buyers you never previously heard from.
Why 'call us to discuss' is costing you work
It reads as caution to you and as evasion to a buyer with four tabs open. Publish ranges, publish MOQs, publish lead times. It filters out the wrong enquiries and speeds up the right ones.
Raja Wahab is co-founder of Fixby Studios, a Huddersfield studio building websites, SEO, social media and business software for small, owner-managed businesses across West Yorkshire.
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Fixby Studios builds websites, runs SEO and manages social media for small businesses across Huddersfield and West Yorkshire.