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For all your lubricant needs (and other myths)! Why your website is failing.
Have you ever searched for the most experienced, longest serving or innovative business? I bet you haven’t. But I bet you have searched for answers to your problems? Of course!
Now let me guess – your website says at least one or more of these things;
For all your lubricant needs!
We’ve been in business for 50 years!
Our products are innovative!
If yes, how on earth am I supposed to tell the difference between you and your competitor? Does years in the industry really matter? Well, maybe. But when it matters is perhaps more important to consider.
Why does your website matter?
93% of Lubricant Buyers Use Search Engines
Consider this: 93% of lubricant buyers use search engines to research their own problems. If your website doesn’t speak to those problems, how can you expect to attract and engage these potential customers? Buyers are increasingly self-reliant and informed, starting their purchasing journey online by identifying their issues and looking for solutions. They don’t begin with a brand in mind but with a problem that needs solving.
Your Website as a Problem-Solver
If your homepage is cluttered with self-praise and industry jargon, it fails to address the immediate concerns of your visitors. Instead of showcasing how long you’ve been in business or how extensive your product range is, your homepage should focus on the specific challenges your customers face and how you can help solve them. This shift in focus can make a significant difference in how potential customers perceive your brand and whether they choose to engage with you further.
You might find benefit from the video conversation we had with Marcus Sheridan who showcases modern marketing messaging, relevant for B2B sectors.
The Impact of Customer-Centric Content
Websites that prioritize customer education and problem-solving over self-promotion are more likely to capture and hold the attention of visitors. When potential buyers see that you understand their problems and can provide solutions, they are more likely to trust your brand and consider your products. This trust is crucial in converting visitors into leads and, eventually, into customers.
Grab your free resources supporting the case for content today.
The New Buyer Journey
From Problem Identification to Solution Search
In today’s market, buyers start their journey by identifying their problems and seeking solutions online. They are not looking for a specific brand but for information that helps them understand and solve their issues. This is where your website needs to shine as a resource that offers valuable information and insights.
The Role of Clear, Engaging Content
To capture the attention of these informed buyers, your content must be clear, engaging, and easy to understand. Avoid industry-specific jargon and overly technical language that might confuse or alienate visitors. Instead, use straightforward language that anyone can grasp. The goal is to make potential customers feel understood and informed, not overwhelmed.
Showcasing Real-World Success
Real-world examples of how your products have helped other businesses can be incredibly persuasive. Showcasing case studies and testimonials prominently on your homepage builds credibility and provides concrete evidence of your products’ effectiveness. These stories resonate with potential buyers because they see how your products have solved problems similar to their own.
The Importance of Customer-Centric Content
By focusing on customer-centric content, you align your website with the needs and expectations of modern buyers. This approach not only helps attract and engage potential customers but also positions your brand as a trusted advisor and problem solver in the industrial lubricants market. When buyers feel that you understand their challenges and can offer practical solutions, they are more likely to choose your brand over competitors.
Three Takeaway Suggestions
To position your business better in the eyes of the modern buyer and raise the bar in the lubricants industry, here are three actionable steps:
1. Speak to Customer Pain Points
Instead of leading with your accolades, focus on the common challenges your customers face. Create content that addresses these issues directly and offers solutions. Use your homepage to answer questions like:
What problems do your products solve?
How can they improve operational efficiency?
What are the cost benefits?
2. Simplify Your Language
Ditch the jargon and industry-specific language that might confuse or alienate visitors. Use clear, straightforward language that anyone can understand. Remember, the goal is to make your potential customers feel understood and informed, not overwhelmed.
3. Highlight Customer Success Stories
Real-world examples of how your products have helped other businesses can be incredibly persuasive. Showcase case studies and testimonials prominently on your homepage. These stories build credibility and provide concrete evidence of your products’ effectiveness.
Conclusion
By shifting the focus of your homepage from a self-centered narrative to a customer-centric approach, you can better align with the way today’s buyers research and make purchasing decisions. Evaluate your web presence with a critical eye, and ensure that it speaks directly to the needs and concerns of your potential customers. This small but significant change can set your business apart and drive more meaningful engagement in the competitive industrial lubricants market.
Remember, your homepage is not just a digital business card—it’s a powerful tool to connect with your audience. Make it count!
Is your lack of digital integration leaving you behind in the market? Find out more about digital integration for sales and how improving your digital footprint will benefit you in finding more of the best kind of people you want to do business with.
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By investing your time to participate in The buyer Revolution, you not only enhance your own purchasing experience but also contribute to the collective evolution of the lubricant industry.
