health and wellness websites

B2B Health Companies: Are Your Website Mistakes Costing You Leads?( + How to Save Them)

As a B2B health business owner, you already know that you need a solid online presence to make it in business now- 2020 and beyond.

However, some businesses think that the game ends there; it doesn’t. You need to ensure that your website is serving its purpose.

It should make money for you by putting you in front of your target market, strengthening your brand, boosting conversions, and driving sales. 

But this isn’t true for all businesses with a website. For some, the website is sending away buyers and bleeding out money.

If your business has been running for some time and you are not getting leads from your website, then this means  you are not connecting with your customers on a level that motivates them to want to be associated with you.

But there’s a solution. And it starts with knowing where the problem is.

If this sounds like you, here are 5 website mistakes that could be costing you leads and how you can fix them:

1. Your Website Content is Driving Your Readers Crazy and Away

Your website is your main marketing tool. If it stinks, then no one will come near it. You need to take time to ensure that the content on your website is original, custom and informative.

Think about the value you are offering. If your content is plain, lacks usefulness, and doesn’t speak to your audience, then you have lost. Poorly written content spells lack of expertise. And this translates to lack of trust in your product and brand.

How can you fix it?

Put yourself in the shoe of your prospect. Figure out their needs and try to address those needs in the most authentic, honest, and transparent manner. 

Ever heard of the rustle in the bushes? And how it induces the fight or flight mode?

In the world of marketing, anything that is not clear creates doubt, and doubt means danger. This is the thing that’ll make your prospects run away to your competitors. 

Why? Not because your products or services aren’t good enough. But because they were not convinced that they are.

So whether you are writing blog posts, or simply filling in your service and home pages, do it with your client in mind. Focus on the benefits and solutions that your business can offer.

At the end of the day, no one cares about what your product is. They care about what it “does”. That should be your only focus if you want to attract, retain, and sell.

If you decide to blog- which you must btw, ensure that you blog consistently and effectively.

And this is why:

According to Hubspot, B2B companies that blogged 11+ times per month had almost three times more traffic than those blogging 0-1 times per month

Plus, you never have to figure it all out on your own. You can hire a professional health writer to ensure that your website content is always up to date, relevant, optimized for search engines, engaging, and of high quality.

2. Your Visitors are Getting Lost  In The Details

Simplicity is the name of the game.

Keep your website simple, clutter-free, and easy to use. Don’t let your prospects spend hours looking for something.

To do this, label your tabs clearly for easy navigation. Keep your product and contact details within reach; and always try to have the most relevant pieces of information at the center and in bold.

Hint: You can never know what is relevant or important until you truly get to know your customer.

3.  Humanize Your B2B Health Website- Don’t Try Sound Smart

Human beings love connecting with fellow humans, not robots. Well, unless your clients are robots.

People will trust you after liking you. And they will only like you if they can relate to you.

So instead of posting industry jargon everywhere, try to go soft on the ‘About Us’ page. Let your prospects know that you also have blood in your veins.

Don’t just stop at history, awards and accomplishments. These are important to show that you know what you are doing, but it doesn’t activate the soft spot. 

You could also post pictures of your team with a little information that isn’t all about work. Or better still, testimonials with pictures and stories about how your products and services have helped others.

Pro tip: It might seem as if people care about your past accomplishments. But that’s not true. What they really want to know is what you can do for them. And that wouldn’t really matter if they can’t connect with you.

4. You Are Focusing on Your B2B Health Company Instead of Your Target Audience

In the B2B health space, it is very easy to fall into the trap of talking about your product features, news and how awesome you think you are. Nobody really cares about these things.

You should always be about your client and nothing else.

Everything on your website should be trying to address a goal that your target audience wants to meet. A problem they want to solve. The challenges they are facing.

Once they know that you understand their problem, they will trust you to solve it for them.

The results will be ripple. They’ll end up opting in for your content, referring you to others, and most importantly, buying from you.

Look at it this way; when you talk about your company instead of addressing your client needs, you might end up buying from yourself instead of selling. Don’t leave people wondering what’s in it for them.

5. You Are Not telling Stories

 
Yes, health talk can be fun and stimulating. Even in the B2B health niche.  It doesn’t always have to be biology classes, tech, doomsday, and death.

When you tell stories, people get hooked. When they get hooked, they will start seeing you a friend, and end up trusting you. Your brand will benefit from it, and they will keep coming back for more.

Always find a way to tell a story that is keyword focused and very engaging to strengthen your brand and instill a voice in it.

Don’t believe me? 

Storytelling for sales is scientifically proven to always works like magic.

B2B Health Companies: Start Saving Your Leads Now!


Your health business website is the face of your business on all screens and interfaces. It creates an impression on your behalf. It takes your product beyond borders and goes to places you might never go physically.

Make the power of your health business website count by fixing the mistakes above, and it will be your good servant.

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