How to make your product stand out when prospects compare you with your competitors


During the buyer’s journey, many of your potential B2B sales leads are spending time on multiple websites, comparing and contrasting the benefits, prices and capabilities of whatever product they’re looking to purchase. Particularly if your product requires a significant investment, the potential buyers are going to be looking to gain as much knowledge as possible prior to making a purchase. So what can you do to set your business apart from the competition?

Here are a couple of suggestions:

1. Include hard-hitting facts, information and stories about your products

In a study from BrightLocal, it was found that 84% of consumers trust online reviews as much as a personal recommendation. Website visitors are trusting of what they read about a product, so it’s up to you to include good reviews and information that demonstrate why your product is better than the rest.

Case studies and white papers are a great way to compile your best stories about your work in easy-to-read, informative ways. If your product or service has been particularly impactful to a user, ask them for permission to talk about how your product helped them. This gives you credibility, and case studies are easy to send out to potential buyers during the lead nurturing phase too.

2. Create relevant and easy to understand explanations of your products

Even if your product or service is something that requires an intricate explanation, you want to make sure that anyone looking at your website can get a basic understanding of what it is you do. Offering a base-level understanding will increase the likelihood that a visitor will stay on your website longer, click through to more pages and potentially pass your website on to other key decision makers at their organization.

3. Make sure visitors can easily contact you for further information

In a study done by KoMarketing, it was found that 51% of people think that the most important missing element on websites is “thorough contact information.” Even after including a lot of relevant product information and examples of your product in action, chances are, a potential buyer will want to have a person-to-person discussion, whether it’s to get a quote on the product or simply find out more details about how your product will work for their organization. Make sure that your website has a dedicated contact page with a form for buyers to complete, as well as links to any relevant social channels you might have that will offer customer service communication.

These three components will all be beneficial to making your website as user-friendly and informational to your potential B2B leads as possible. Learn more about Optimizing your website for business visitors, and how using VisitorTrack lets you learn more about your anonymous website visitors.

Comparing and Contrasting: The Comparison Phase of the Buyer’s Journey

by | Dec 12, 2016 | Blog