An effective B2B website has two key jobs. It must…

1) Immediately start earning people’s trust the moment they land on your site

2) Build on that connection by clearly demonstrating why your company is the best fit for their unique needs

When a prospect visits your website, you only have a few short seconds to start earning their trust. How do you do that?

By telling the right story.

No, not just the story about how your company is a leader in your field, or about your commitment to customer service, or about the founder’s original vision.

That comes later.

You need to start with the part of the story that’s all about your ideal customer.

The story about…

• Their quest
• Their beliefs
• Their challenges

The right story places your ideal prospect at its center. THEY are the hero of this story. THEY are the narrative’s focal point. It’s THEIR journey that you’re describing throughout your website.

Your company’s story comes in once you’ve clearly demonstrated that you understand your ideal prospects better than anyone else. Once they feel that in their bones, THEN they’ll be more likely to see you as the guide that can help them complete their quest.

(Read Donald Miller’s Building a StoryBrand for more about positioning your company as The Guide, not The Hero.)

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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.