How to Improve the Conversion Optimization of your B2B Website

I’ve been more mindful lately about how I browse B2B websites.

As it turns out:

❌ I barely spend any time on a home page.

❌ I rarely read a page top to bottom.

❌ I never read any of their blogs.

❌ I only watch max 20-30 seconds of their video.

❌ I couldn’t care less about their curated testimonials.

I tend to immediately go to their solutions page, then their About, then their contact page (where are they located), then pricing, I take note of their ‘social proof’, then click on their socials.

All this is done rather quickly. I was not even aware that I was browsing in this order. It’s automatic.

Why am I doing this?

I’m looking for trust signals.

I may have a dozen vendor sites that I need to browse, and I need to create a short list.

I’m looking for any reason to say ‘no’. It could be poor design, lack of pricing page, generic / vague messaging, stock images, non-existent socials…

If a site passes my initial first round, I return with a different mindset.

This is where I spend a lot more time diving deeper and actually reading things like product pages, case studies, pricing pages, etc.

If they pass that round, the next thing I do is look for 3rd party review sites, including Glassdoor. What are people saying about them, especially employees?

What I tend to find, is that only a few companies ever tick all the boxes. I then book a call with a few, ask more questions, see a demo, etc.

I’m not sure if others browse this way, but I assume I’m not alone.

Something to think about when designing your own site. You want as many green flags as possible.

Remember, people don’t browse B2B websites for fun.