It’s fun to build a website and think about all of the people that will come to your site to do their research about your product. It certainly happens, but it’s far less often than you might think.
In Kara Smith Brown’s book “The Revenue Engine” she shares this bit of data about B2B buyers:
“Seventy-four percent of B2B buyers have done more than half their research online before they ever talk to a seller.”
That’s a huge number! 3/4 of your customers have already done more than half of their research before they reach out to you, so their decision is often made before you have a chance to say a word. Some of them may have gotten info from your website, but many did it via third-party sources like LinkedIn, ChatGPT or Reddit.
This ties back to the idea of branded searches continuing to rise on Google. Consumers are researching on their own, and then looking you up on Google once they see you as a solid choice.
You need to have a fantastic website and deep knowledge of your industry, for sure, but if you’re not finding ways to be seen across the entire internet you’ll never get the chance to talk to your prospective buyers because they’ll have already gone somewhere else.
