HIGH CONVERTING B2B HOMEPAGE BRIEF

Leaving a Good First impression to your prospects is crucial, especially for B2B Websites

This is why we need to be sure to make them land on a good Homepage.


A good B2B Homepage must:

  • Introduce Your Company
  • Talk to the Right Audience
  • Clarify the benefits your product/service provides
  • Establish trust between your customer and your business
  • Direct your customers to their next step

Who You Are?

Vision
“We Believe This…”

Mission
“…which Is Why We Must Do This…”

Values
“…which Is Why We Act This Way.”

Answer the questions:

“Why do you exist?” (Vision)
“What must you do? (Mission)
“How do you behave?” (Values)

Are your Company?

Customer-Centric (ex. Amazon, Zalando, … )
Industry-Centric (ex. most trade associations and lobby groups)
Community-Centric (ex. GitHub, Harley Davidson, movements, political parties, communities, soccer club)
Employee-Centric (ex. Basecamp, Buffer, Goodwill)
Wealth-Centric (ex. Investment Banks, Venture Capital, Private Equity, Bardolla)
Cause-Centric (ex. nonprofits)
Brand Centric(Ferrari, Apple, …)
Lifestyle Centric(Apple, Moda Firms, …)
Price Centric(Alibaba, eBay …)
….

Who You Serve?

Market/Brand Maturity

Is your Target Audience Problem Aware?

Is your Target Audience Solution Aware?

Is your Target Audience Product Aware?

Is your Target Audience Brand Aware?

Is your Target Audience Strongly Engaged with Your Brand?

Target Audience Avatar

Demographic Information
Frustrations
Fears
Wants
Aspirations
Goals and Values
Sources of Information
Things they’re striving for
Who the decision-maker might be (and possibly how to address them)

More Target Audience Discovery Questions

• What authority figures or thought leaders does your market follow?
• Where do they live? Can you deliver your product/service there?
• What books, magazines, blogs, publications, etc. do they read?
• What events do they attend?
• What tools do they use?
• What brand makes those tools?
• What else are they purchasing in your market?
• What stores do they shop in?
• Who’s your competition?

Challenges and Pain Points

Things they’re trying to move away from

List the negative or unpleasant things this customer avatar has that your customer wants to escape from

What challenges and pain points do they regularly experience?

Objections and Roles

What are some possible objections this customer avatar would have to whatever you’re selling?

Customer’s key purchasing drivers

Saves Time
Simplifies
Makes Money
Reduces Risk
Organizes
Connects You With
Others/Ideas
Reduces Effort
Avoids Hassles
Reduces Costs
Increases Quality
Increases Variety
Informs
Reduces Anxiety
Reward/Status
Nostalgia
Design/Aesthetic
Wellness/Therapy
Fun/Entertainment
Increase Attractiveness
Access (MVP, VIP)
Other

Why I Must Trust/Buy from You?

This section containing questions used to find elements, evidence, symbols, and proofs of social commitment and business trustability

1. Business Proofs

Customers you serve
Integration partners
Media mentions
Numbers
KPI
Growth Rate
Awards from a tech company, vendors, partners, tech or business magazines, articles, etc
Badges (Es: Partner Program Levels)
Benchmarks mean performance indicators like income growth

but also:
Number of new solutions/products/services offered
Number of projects
Points of presence, offices
Workforces growth etc
Positive reviews
Competitor/product
Compliance certification
Service comparison
Company ranking
Reputation score
Certificate of quality or es: ISOXXXX
Compliance certifications
High standard/quality level certificates

2. Knowledge, Competency Proofs

Certifications
Case Studies
Research
Publications
Articles
Contents
Guides
Blueprints
How To

3. Industries Proofs

Mentions, Awards, endorsements, from an institutional entity or public figure
Results
Case study
Proofs of involvement in government, regional or city projects
Awards
Badges
Benchmark

4. Customer Satisfaction Proofs

Customer stories
Testimonials
Reviews

5. Employees Proofs

Everything that can demonstrate that you take care of employees success, growth, career, education, life-work balance ecc

Diversity and inclusion proofs
Employees benefits
Company welfare
Talents scouting proofs
A positive company culture proofs
Employees success stories
Employees Upskilling
New member onboarding/welcoming
Employees achievements
Employees of the months

Employees and ex-employees reviews about salary, workspaces
https://www.glassdoor.com/Award/Best-Places-to-Work-LST_KQ0,19.htm

6. Social/Community Value Proof

Everything that can demonstrate your local community value and social commitment
Support provided to local schools, hospital, city activity, donations, events, etc

7. Compliantness Proofs
8. Authoritativeness Proofs
9. Anything Else …


What You Sell/Offer?


What Problem Do You Solve? With What? How?

Why do I have to Buy It?

“What would you say if you were asked to justify the purchase of the product or service you offer to your boss/colleague?”

Ok, I’m interested, How It Works Now?

What are the Next Steps?
Call to Actions

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