B2B sites generally target strangers. We also need to consider returning customers, and be clearer, faster and more respecting of their time.
Most websites still write as if every visitor is new. But especially in B2B, that’s not the case for many (or even most) visitors. Buyers come back between projects. Customers return for answers. So we have to appeal to both sets.
That can be done, but I suspect most sites haven’t really considered it fully. If our site is aimed almost exclusively at those who are new to us, what could we do to redress the balance?
Visitors who already know us don’t want a brand pitch. They need to be told what’s new. So is it possible to combine the two? I believe so. There’s no reason why the main message on the website can’t be something newsworthy and explain our brand. Look at how some big consumer sites do that, like this and this and this. Sure, they don’t have to tell many visitors what they do, but they do get a ‘feel’ of the business over, while still leading on their latest news.
So maybe we should begin with less 101 and sweeping promises. A simple page that answers “What did I miss since last time?” can also say “…and this is what we do”.
The same mindset applies to navigation. Create obvious paths for existing customers to product notes and support. Make these paths visible on other pages that regulars actually visit. Don’t trap returning visitors into a new-business funnel.
Also consider if calls-to-action take familiarity into account. A first-time visitor might want a demo, but a returning customer might want training. If we can offer the next useful step in the right place, it signals that we recognise who we’re speaking to.
Perhaps if we sound helpful enough (because we get to the point) it could become a reason to come back, even when there’s nothing to buy.