Buyers don’t visit your website to become a lead.

Buyers visit your website to solve their problems.

So stop thinking of your website as a lead generation machine.

I know, I know.
Marketers have sold you on the concept that your website should be a lead generation machine.

When I was an agency owner, I pitched our web design services with that mind set.
And to be fair, it was once true that the primary purpose of a website is to turn visitors into leads.

But that is no longer completely true.

Especially if your product or service is a considered purchase, has a long lead time or will result in a long term contract.

No B2B buyer is going to push that
👉 Buy now button
👉 Schedule a consultation
👉 Talk with sales
𝐔𝐧𝐭𝐢𝐥 𝐭𝐡𝐞𝐲 𝐡𝐚𝐯𝐞 𝐝𝐨𝐧𝐞 𝐭𝐡𝐞𝐢𝐫 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡.

And today, B2B buyers research you and your company online before they decide if they want to add you to their short list.

And what are they looking for?

They are looking to understand if you
✅ Understand their problems
✅ Have the experience and expertise to solve their problems
✅ Are easy to work with

Your website is an educational tool that helps your buyers answer their questions.

And only AFTER they are satisfied that you have answered their questions online will they
👉 Pick up the phone and call your sales team
👉 Email your sales team
👉 Start a chat
👉 Fill in your lead generation form

The buyer's journey isn't simple or linear.
Your website doesn’t auto-magically turn visitors into leads for your sales team.
𝐁𝟐𝐁 𝐛𝐮𝐲𝐞𝐫𝐬 𝐚𝐫𝐞 𝐦𝐨𝐫𝐞 𝐬𝐨𝐩𝐡𝐢𝐬𝐭𝐢𝐜𝐚𝐭𝐞𝐝 𝐭𝐡𝐚𝐧 𝐭𝐡𝐚𝐭.

Today's buyers want to do their due diligence online before they call your sales team.

So stop thinking of it as a lead generation machine.

Instead give your B2B buyers what they want: educational content that helps solve problems.