It can be insanely difficult to communicate complex advantages and values in the B2B market. However, a well-built website can help with positioning in B2B, by signaling important values and information about your company.
A recent study done on the topic of signaling found that the quality of B2B websites matter a lot. The specific value and competency signals transmitted can lead to tangible advantages.
What is Signaling?
„Signaling theory describes how an inequity of information between parties is filled by the sending of signals to convey missing information.” For those who are not academic scholars: signaling is communication done outside of real life examples, demonstrations and experiences.
In B2B communication, our website is our first – and usually, the last – chance of making an impression. Decision makers will promptly leave if they do not find what they were looking for. This is where signaling comes into play.
Our website acts as a vanguard in the process of convincing potential clients, so we have to make it impactful. We have to identify our core and differentiating values, and translate them to Service Quality Indicators (SQI). There are ten: Reliability, Service Competence, Responsiveness, Credibility, Ability to Understand Needs, Accessibility, Courtesy, Communication Capability, Security, and Tangibility.
What to Signal?
We cannot signal every SQI on one site, without any Experiential Marketing tools. Thus, we have to chose those that are most important to us, and focus on them. We can do this, by looking inside and finding our strongest points.
Then, we have to look at the market’s needs. Study your competition, see who are the Thought Leaders in the industry, and who are the ones growing quickly. Because your core values might be great at maintaining relationships, but maybe, your potential clients are searching for something different.
Lastly, combine your strengths with client’s needs and display them on your website. But do not think some catchphrases and uninspiring quotes will be enough. Your website’s design, user experience should all be in line with your SQIs. You want to focus on Responsiveness and Communication Capability? Provide multiple forms of contact, and reply on them in a timely manner. Competence and Credibility is more your thing? Then have a very professional looking, streamlined website, only focusing on the most important things.
Finally, as a closing thought: do not be afraid to change things. The B2B market is constantly evolving, and companies have to embrace that. Positioning in B2B needs to stay relevant. Employing outside help in a form a Public Relations agency, like PRP always helps. Needs and expectations are always transforming, follow them!