How to layout your B2B website for the C-Level

Just because it’s important to you, doesn’t mean it’s important to them.

Your goal is to get more leads, so focus on what the prospect needs.

That means, what THEY need, not what you think they need but are too dumb to know or what you want them to know.

Education comes later.

Give them what THEY need and want to know.

Don’t forget, you’re not trying to sell your solution with your website. Your prospects can’t buy through your website. You’re trying to “sell” the next engagement – the coveted demo call with your sales rep.

The prospect to opportunity website engagement life cycle:

  1. C-Level is engaged through demand-gen and lead-gen efforts.
  2. C-Level lands on site.
  3. Engages with C-Level triggers on LP.
    • If LP is not the homepage, C-Level will complete CTA on LP, if not, they will go directly to the home page.
    • LP triggers are similar to either homepage or interior page depending on entry intent.
    • Awareness = homepage / Feature driven = interior page
  4. Engages with C-Level triggers on homepage.
  5. Clicks on pricing if this option is available.
  6. Clicks on interior “feature” page that addresses an immediate concern.
  7. They pass the site off to a team leader.
  8. Team leader goes directly to the shared URL.
  9. Team leader goes to homepage.
  10. Team leader goes to each interior page that address all their concerns.
    • Features, Integrations, Tool Views and Docs
  11. Team leader green lights the tool.
  12. Sales rep is engaged.
  13. Opportunity is created and the sales life-cycle begins.

How to structure navigation

There’s a lot you can put in the nav, but there’s very little your prospect actually needs at first glance.

The goal of navigation is to help users find what they want/need. The key word there is HELP.

Throwing everything top-level isn’t helpful.

Frankly, almost nobody cares about your events, team bios, or press releases. They’re not nearly as important as your features, price, or integrations.

Add hierarchy to your nav.

Break your links into two or three tiers.

Only place what is essential to your prospect and their search for solving their problem top level.

If they want to know more, they’ll dig. If they don’t, then they won’t.

Suppress the urge to make everything important.

C-Levels and Team Leads initially care about very few things.

  • Do you have/ can you do X?
  • Is it in budget?
  • Do you integrate with X?

If you don’t do what they need, are out of budget, or don’t integrate with another tool, then that’s it.

Do you have the features they need to solve their problem?

Do you integrate with their tech stack?

Are you within budget?

Don’t waste their time with the stuff that doesn’t matter.

Often, everything else can be siblinged under a “Resources” menu label.


How to structure your home page

“Am I in the right place or am I wasting my time?”

The quicker your prospect can decipher if they’re in the right place the quicker they can dive in – or flip that – the less likely they are too bounce.

Make the first thing the prospect sees is a clarifying message that they’re in the right place.

Then stack that with the overarching value they’re looking to get – address the job they’re trying to get done and how you make them more awesome.

No one is looking for a feature or solution in isolation.

They want the feature or solution so they can do X better.

You need to include both as a nice 1+2 combo.

Validation and a reason to dig deeper

Here’s where your C-Level and Team Lead personas split in their user behavior.

Once both personas know they’re in the right place, they immediately need to be hooked by another trigger.

C-Levels need validation. Team leads need information.

Showcase your client roster, recognition and award badges, review and ratings to progress your C-Levels to their next interaction event.

Team leads will either click in the navigation or give a quick scroll hoping to see a brief overview – whichever will get them to what they need to know is fine by them.


How to structure feature pages

C-Levels need highlights that can be caught during quick scrolls.

Without digging in can they find the thing that makes them go…

“Ah, yup, that’s what we were talking about during the growth meeting”

For team leads, let them go as deep as they need without forcing them.

Always make it easier to find out more for their preliminary evaluation without having to initiate the sales process – ie. request demo, contact sales ( faq stack, chatbox, community forum )


You’re viewing part 5

See part 4

How a C-Level will interact with your website

The typical C-Level prospect will engage with the site, initially, at a very high level.

See part 1

What you need to know before you can target the C-Level persona

When targeting the C-Level, you actually need to target two groups of people.