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?
“We Believe This…”
“…which Is Why We Must Do This…”
“…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?
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
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
Connects You With
Access (MVP, VIP)
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
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
Number of new solutions/products/services offered
Number of projects
Points of presence, offices
Workforces growth etc
Certificate of quality or es: ISOXXXX
High standard/quality level certificates
2. Knowledge, Competency Proofs
3. Industries Proofs
Mentions, Awards, endorsements, from an institutional entity or public figure
Proofs of involvement in government, regional or city projects
4. Customer Satisfaction Proofs
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
Talents scouting proofs
A positive company culture proofs
Employees success stories
New member onboarding/welcoming
Employees of the months
Employees and ex-employees reviews about salary, workspaces
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