What’s the first thing your prospects ask themselves when they land on your website?

“Does this matter?”

Here are some of the details most people aren’t paying much attention to at that stage…

• How long you’ve been in business
• Your company’s origin story
• The features and benefits of your products/services

Why? Because none of those things matter without personal context. The specific story that prospects are telling themselves when they go looking for a business solution.

That story goes something like this…

• I’m trying to reach a goal (that may or may not be clearly defined)
• There are a lot of challenges and obstacles in the way
• I’m not really sure how to solve those challenges and overcome those obstacles
• I’m not really sure who might be able to help me
• I’m overwhelmed by all my potential options, and I just want to find someone who really understands me, what I’m trying to achieve, and the challenges that are holding me back

Think about your own story when you’re looking for a business solution. How many times have you landed on a B2B website, scanned the home page, and clicked a couple of products/services page links.

After about 30 seconds, you kind of sort of know…

• What they do
• Who they focus on serving
• How they may be different than the dozens of other alternative products or services vying for your attention

But nothing really lands. Nothing makes you stop in your tracks and say “Yes! This is exactly what I need.”

And that’s often the best case scenario. With many B2B company websites, you may struggle to figure out what it is they even do at all.

Either way, there’s one thing you do know for sure: Whoever they are and whatever they do, it’s not all that relevant to you, your goals, and the obstacles that you’re trying to overcome.

So you bounce and move on to something else.

To truly engage your ideal prospects when they first land on your company’s website, it doesn’t just need to look great. It needs to have a targeted message as well as provide a seamless user experience.

And that starts with clearly expressing what you do, who you do it for, and how you do it better than the competition.