For B2B organizations, generating traffic to your website is one of the most important initiatives in any marketing organization. The other is ensuring the traffic you are able to generate is qualified and will convert once they arrive. Without a clear and compelling value proposition, you may be missing the opportunity to convert people that are looking for your product or service.
What is a Conversion?
A conversion is getting someone to respond to your call-to-action. It means that someone wanted more information and was willing to give you their email address and possibly their phone number. Not all conversions are equal – it depends on where a customer is in the buying journey.
If a prospect is responding to a top-of-funnel offer, then the conversion is “soft” and implies interest. At this point, the prospect may or may not even realize that they have a problem that needs solving.
If a prospect is responding to a middle or bottom-of the funnel offer then the conversion implies the intent to buy. It usually means that the prospect has recognized that they have a problem and is looking for someone to help them solve it.
What is a Value Proposition?
A value proposition is a statement that explains clearly articulates why someone would want to buy from your company instead of a competitor. This statement convinces a potential customer that your product or service will add more value or better solve a problem than other similar offerings.
Good value propositions have the following characteristics:
- Conveys a clear, easily understood message
- Speaks to the unique value your offering
- Addresses a specific audience segment
- Makes a clear promise of the benefits being delivered
B2B value propositions speaks to one (or more) of the following challenges:
- Saves Money
- Generates Revenue
- Offers a Competitive Advantage
- Provides Security
- Reduces Time-to-Market
- Reduces Risk
- Retains Customers
- Ensures Compliance
- Increases Agility
- Enables New Capabilities
- Increases Productivity
Of course, the wording will be different on your website; it will be more conversational and customer-friendly but at the core, if your value proposition does not address these business challenges, then chances are it will not resonate with your audience.
Your home page or campaign landing page has just seconds to make a first impression which is why your value proposition should be the first thing they see. From there, the copy, images, and your CTA button should focus on and support your unique value proposition.
The more specific you are in your value proposition, the more qualified conversions you will see from your website.