If you’re a B2B company and you’re not leveraging your website to keep your sales teams’ calendar jam packed, you’re missing out on a huge revenue opportunity.

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To put things simply, your website is your only sales person that works 24/7

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As a Webflow development agency that specializes in performance web design for B2B companies, our job is to create websites and landing pages that turn your website traffic into ready to buy demos.

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So how are B2B companies using Webflow to drive demos?

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Here are founder things that you can implement today to get more out of your website.

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First up: B2B Messaging

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One of the biggest levers you can pull on your site is your messaging framework. The vast majority of sites that we audit struggle with this! 

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They focus on product features and differentiators and platform walkthroughs. But this is a huge mistake!

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Instead, follow this messaging framework:

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End results, then benefits, then features.

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By focusing on the end result, your audience will understand the impact that your product will have on their business. 

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Then sharing the benefits, this is where you can start explaining the problem that you are solving.

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Finally with features, you can share how you’re solving the problem.

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For example, let’s make a hypothetical AI driven CRM messaging framework:

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The wrong way: “Ai driven CRM to revive lost opportunities”

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The right way:

End result: Add an extra 20% to your revenue

Benefit: Stop letting deals slip through the cracks and increase closing rates

Feature: AI driven CRM to instantly revive opportunities for past prospects

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See the difference?

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By leading with the end result, your audience will have a crystal clear understanding of what your product will do for them.

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Next, let’s look at social proof.

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Sure you can tell your audience how great your product is, but what are other people saying? And what impact have you had on your customers' businesses? 

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This is social proof!

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The goal of your social proof sections are to verify that your product actually works. This is the best way to increase audience confidence.

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In fact, when we look at heatmaps, social proof sections are consistently some of the most viewed and clicked on sections.

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There are a few forms of social proof that your site needs.

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Logo farm: static or marquee section with customer logos

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Video testimonials: short videos from your clients telling people how great your product is

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Written testimonials: client thoughts and reviews. Include brand logos here too!

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PR / Press: logos from places or publications your product has been featured in

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Case studies: deep dive walkthroughs of exactly what your product did for a client

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Speaking of case studies, creating these pages to act like landing pages with calls to action is a great way for your sales team to use them with prospective clients.

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The next big way that B2B companies are using Webflow is to create a design sync between marketing and product.

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Thanks to Webflow’s custom design capabilities, it’s easy to match your marketing site to your product UI/UX to create brand continuity.

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With other platforms, you can be stuck to templates or reliant on custom coding to get a match. This creates a few problems.

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When you’re stuck to a template, you can’t perfectly match your marketing site to your product which creates a branding mismatch.

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If you’re stuck to hard coding, that means updates can be costly, time consuming, and even takes time away from your product team. 

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With Webflow’s no-code builder, it’s easy for marketing teams to keep the website up to date and in sync with current marketing efforts.

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Plus, thanks to Webflow’s CMS and component capabilities, building new landing pages can be easily done by the marketing team in record time!

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This is especially important if you’re running any kind of ads to your site. 

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If you aren’t leveraging marketing specific landing pages for your ad, you’re probably leaving booked demos on the table!

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Not sure what landing pages to use? Here are a few landing page types to try!

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Industry specific pages: showing how your product helps a specific business type is a great way to engage those audiences and give even more clear insights into the end results.

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Case study pages: you learned about this earlier, but this is a great way to focus on the end result messaging framework and show the exact impact that your product had for a customer.

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Specific solution page: drilling down into the specific problems your product solves is a great way to present solutions for problem aware shoppers.

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PRO TIP: Utilize Humblytics for deeper analytics and more importantly, A/B testing! 

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Remember, your website is a living, breathing tool that should be used. 

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The B2B businesses that are scaling fast and have packed calendars with sales qualified leads are doing all of this.

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Their messaging is dialed, they have a lot of social proof in a variety of formats, and they are consistently updating their website and growing it to match new product features and marketing efforts.

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If you’re struggling to book demos, give this a try!