Establish Credibility: Impressions of a Technology Website, Part 2
In B2B technology marketing, your website needs to convince users that you are experts at what you do. A great way to address this is to showcase your team and their credentials, your organization’s hard-won insights, and the results that others have seen from working with you. These tactics provide a great way to establish credibility and build trust with your buyer in the initial stages of their decision-making process.
Here are some of the top ways to do that.
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1. Create an About Us Page
First, introduce your team and their credentials on your About page.
360 View, a CRM for financial institutions, was founded by people who had spent many years in the banking industry and had experienced the same problems as their prospects, which led them to develop their product. Instead of the headshot grid that is more commonly associated with About Us pages, we designed 360 View’s About Us page to read as a story.
The page starts with a problem statement. Then, the visitor is guided down the page with short quotes that explain what 360 View does to solve that problem, paired with founder headshots and short bios that reinforce why they are qualified to address it. Create an experience that tells the story of your company and why it was formed.
2. Generate Thought Leadership
Next, establish your expertise through thought leadership.
Things like white papers, blog posts, templates, and webinars show your visitor that you have expertise when it comes to their biggest business concerns. These resources give them a reason to come back to your site again and again, opening up dialog between you and them. By highlighting your company’s competencies and best practices, you are able to attract an audience that feels connected to your company, converting prospects and clients into brand advocates.
On IBM’s banking landing page, the hero section leads with the promise, “Only IBM offers both the platform and people you need to do your life’s work.” They invite the visitor to explore their areas of expertise in the banking world. IBM’s first impression not only shows that they are confident in their solutions, but that they understand the big industry problems and are active participants in helping solve them.
3. Show Real Results
Finally, show real results.
Use case studies, testimonials, and featured client stories to showcase the success that prospects can expect from working with you. This can be done though a prominently displayed list of client logos, stats on your product’s success, or measurable ROI that others have had using your product. This is also a time for you to highlight news, accomplishments, awards, or successful initiatives. By featuring real results, you demonstrate to your visitor that your team holds itself accountable for outcomes.
Digital Reasoning, a leader in cognitive computing, directs website visitors straight to their solution’s impact. It’s not about what the product does, it’s about what it can do for their customers. Each slide on their homepage features a headshot of someone they have helped and a headline around the idea of “We Found a Way” and the story of how Digital Reasoning was able to transform their organization.
You can use all of these methods, mix them, or experiment with other ways to showcase your solution. Just remember that the goal here is to convey to your viewer an overview of your expertise and why they should trust your team to solve their problem.
In the next video, we’ll discuss how you can use your website to achieve the third goal of design in B2B technology: proving you can solve their problem.
