B2B Marketing Agency for Technology Companies

How to Prevent Consumers from Wasting Time on your B2B Website

Consumers will find a way into your B2B site one way or another. That traffic isn’t qualified and will bloat your analytics and burn valuable sales resources. So, is this a lost cause? Absolutely not. Try these 5 tips.

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by Eric Sharp

You can’t close your website doors.

Consumers (aka the people who don’t buy from you) will find a way into your website if you’re a strictly a Business-to-Business company.

These people will also spend time clicking around. And maybe — depending on the quality and clarity of your website’s messaging — even inquire (gasp!) about your product/service.

Ugh. What waste.

How to Prevent Consumers from Wasting Time on your B2B Website

If you’ve seen the animated musical Sing (thanks to my kids I’ve watched it 163 times), these people would be like Buster Moon when he chose a 5-star restaurant for lunch with his buddy Eddie.

He showed up on a rusty old bicycle, never ordered food (even brought a sandwich), and ultimately wasted the resources of the waiter and everyone else at that fine establishment.

Now, unlike Buster Moon’s situation, you can’t use security to escort/toss these people out of your website — but you can do something.

If impossible to filter out ALL consumer traffic, why even care?

If it’s impractical to prevent all consumers from spending time on your B2B website — why care? I hear you. And I concede that you’ll never have 100% lockdown on who exactly visits and pokes around.

The goal here is to limit this audience as best you can.

Before I share 5 ways of limiting this audience, let’s talk briefly about why precisely this (consumer traffic & website usage) is a problem.

The damage consumer traffic/website usage has on your digital marketing efforts

If you have yet to nod and say “Yep, these people only waste our sales and marketing resources,” these points should start your head bobbing.

  • It inflates and skews your website traffic reports
  • You ride the high (cool, new lead!) and low (ugh, these guys aren’t qualified) when someone fills out a Lead Gen form
  • It creates contacts in your CRM that need pruning/deleted
  • If using Marketing Automation, unnecessary events and emails get generated
  • Your Sales team wastes time/energy responding to inquiries
  • Your Sales team becomes disgruntled they’re not responding to qualified leads

As “Sweet Brown” famously put in her viral video:

Ain’t nobody got time for that!

Below are 5 tips to help prevent (not completely alleviate, but prevent) consumers from wasting time on your B2B website.

1. Scrutinize “Add to Cart” functionality (and focus on a more B2B-specific Call-to-Action)

No problem, let me just whip out my credit card here

Businesses that sell to other businesses typically have a sophisticated product or service (see B2B vs. B2C differences). A B2B’s digital marketing mindset is less (BUY NOW) and more (LEARN MORE) because of the longer sales process and the number of decision makers involved.

“Add to Cart”, “Buy Now”, and “Checkout” functionality resonates more with B2C buying behavior than B2B buying behavior. When a product can be purchased for $10,000, $20,000, or $47,900 with a click of a button, it may create unnecessary friction or confusion for a B2B buyer.

You may want to replace your “Add to Cart” functionality with more B2B-ish calls-to-action that lend themselves to lead generation:

  • Request a Quote
  • Request Demo
  • Talk to an Expert
  • Get Product Information

2. Ensure your SEO, specifically your Meta Data, communicates details of your B2B product/service

If you want an SEO-friendly website (and you do), you’ll naturally open yourself up to getting unwanted organic traffic. Even with a smart SEO optimization plan (see our step-by-step approach to SEO services) it’ll happen, unfortunately.

Can you do anything here to reduce the amount of unqualified traffic here from consumers? Absolutely.

Try to prevent these people from clicking your website in the SERP (Search Engine Results Page) by crafting specific and clear Meta Data.

Specific verbiage in SERP will deflect consumers from clicking

Take our client Cactus Technologies for example. They manufacture and sell industrial grade storage products. For this example, I’ll focus on their compact flash cards. Their customers are not photographers seeking a single reliable compact flash card for their upcoming Alaskan expedition. Cactus seeks OEMs looking to buy hundreds (sometimes thousands) of parts every year — you’d never find their products on a Best Buy endcap.

The vital challenge for Cactus and their industrial grade flash storage products is there are consumer grade options available at all major retailers. There’s A LOT of search engine volume around these consumer-friendly products. Therefore, the challenge was only generate traffic for industrial grade.

How?

They used specific verbiage (e.g., product features, specs) in their Meta Title & Meta Description to alarm consumer Googlers of their industrial/rugged grade offering (and thus hopefully deflect them from clicking their link and visiting their website).

MORE ABOUT SEO

3. Nail your Value Proposition on homepage

“This company definitely can’t help me.”

Now, THIS is the reaction we want consumers to have when seeing your B2B homepage for the very first time. It’s a powerful response to evoke because it’s a sign you’ve nailed your value proposition — the most essential element on your homepage.

Part of a well-crafted value prop will define WHO (exactly) you’re selling to.

Once a consumer realizes you only sell to other businesses, they should bounce off your homepage shortly after. Some people misunderstand the Bounce Rate metric — it’s not always bad. In this case, it prevents unqualified traffic from furthering engaging the site. That is undoubtedly a good thing.

How to get your Value Prop into your Website (with examples)

4. Reveal some Product/Service Pricing

Showing pricing on your website is a tricky recommendation because the ideology of the tactic makes some B2B companies squirm.

  • “What if our competition sees our pricing?”
  • “What if we lose the opportunity for high margin?”
  • “What if we scare off a prospect?”

All good questions to debate the politics and potential sales ramifications of within your organization. The is not a one-size-fits-all tactic, but it will no doubt educate consumers on your B2B-specific product/service.

B2B Pricing Guideline Example

Our client MCT offers a Camera Guideline and reveals some basic pricing to help weed out consumer inquiries on their high-end slow motion video cameras

If you feel this tactic will prevent consumers from engaging your website, there are multiple ways to execute showing pricing. Here are a few:

  • Pricing Guidelines
  • Minimal Level of Engagement (“Our products start at $20,000.")
  • Case Studies (work in pricing in parallel with results)

5. Have a clearly articulated point of view in your thought leadership (and sprinkle it everywhere!)

Flare

Your B2B-focused content should pop flares for consumer audiences.

Words. They are powerful. (In case you didn’t know.)

For example, this blog.

With a title like How to Prevent Consumers from Wasting Time on your B2B Website — do you think ProtoFuse is targeting B2C companies? Do you think I wrote this with the intent of helping a business with a consumer audience?

Of course not.

We want our blogs to be popping flares and setting off alarms everywhere on our site for consumers to indicate that we focus specifically on servicing B2B clients (more specifically, B2B Tech companies).

B2B companies that generate carefully planned thought leadership via blogs, articles, white papers, and webinars know they’ll send consumers packing faster than if they didn’t.

You can control some of this. Don’t give up!

Win the war, not the battles.

Yes, you’ll still get spam. Yes, you’ll continue to receive consumers inquiring about your products or services (some people just don’t read). Yes, your traffic reports will not be completely squeaky clean.

The Buster Moons will continue to visit your fancy restaurant and waste resources.

However, don’t give up. Remember this is about prevention, not complete alleviation.

We help mid-sized B2B Technology companies generate qualified leads and improve sales efficiency.

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