Earning trust is hard.

Earning trust with a stranger when they first land on your website is even harder.

With all the marketing best practices out there, you’d think creating B2B marketing and messaging that quickly builds trust with the right prospects would be a bit easier.

And yet, the marketing for a lot of B2B companies seems to be designed to do the opposite. Instead of delivering a clear and compelling message and experience that immediately earns people’s attention and trust, they make a bad first impression that drives potential customers away.

So why the disconnect?

Part of the challenge is that effective marketing isn’t the result of any one isolated attribute.

As a practical example, let’s focus on one part of your marketing: your website.

A website is actually a unified system of three core ingredients…

• Design (how it looks, how it’s structured)
• Messaging (the value props, offers, CTAs, etc.)
• Technical (page speed, SEO, security, etc.)

In order to quickly earn trust and move buyers to take the next step, your site doesn’t just need to look great. It needs to have a targeted message as well as provide a seamless user experience.

The problem is that B2B websites tend to have hard to spot design, messaging, and technical gaps that can severely limit their contribution to sales and revenue.

In order to spot these gaps, you first need to see things from a completely different perspective. You need to be able to pull back, look at your website from your ideal prospects’ point-of-view, and do your best to experience it the way they would.

The better you’re able to see things from your ICP’s POV, the easier it will be to create your website in a way that quickly earns trust and moves buyers to take the next step.

And you can then take that same focus on your ideal prospects’ perspectives, and apply it to the rest of your marketing. To your social media posts, your email campaigns, your thought leadership content.

When all of your marketing and messaging is aligned around your ideal prospects, you’re able to earn trust with the right people at the right time. And that trust is the foundation that leads to the initial sale as well as a long-term, mutually valuable customer relationship.

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Want to stand out as the obvious choice?

Let’s explore ways to fine-tune your company’s messaging and uncover the gaps that may be stopping you from attracting more of your ideal prospects.