How many buyers really use the website?

This was a question asked in a recent conversation with a consulting services client. It was asked in response to a critique of the website. My analysis showed how difficult it was for a buyer to understand digital business transformation services from the firm’s website.

It’s perhaps not an unreasonable question. Especially when considering buyers of enterprise transformation consulting services. But I was surprised that an executive at a firm offering digital transformation services would ask this question. And not just because they should know the key metrics associated with their website usage.

I was surprised because my point of view on this is simple: Consulting firms offering digital transformation services must, clearly and succinctly, communicate via their website why a buyer should consider their services. If they can’t do this on their own digital properties, how well can they really help a client transform to become a digital business?

36% of digital transformation buyers use a company's website in the discover phase of the buyer journey

Your Website Is Your Shop Window

If I’m a buyer of digital services … it’s the first place I’m going for evidence of the calibre of work they deliver.

What’s surprising to me is that, even after 20-plus years of companies designing websites, it’s still easy for B2B leaders to believe they don’t need to invest in their own digital web presence! After all, “How many buyers really use the website?”

Still not convinced? Forrester data tracking B2B buyers over a number of years shows an increasing trend of buyers looking to source more information online before they move a company into consideration. For example, 36% of digital transformation services buyers use websites during the discovery stage of the buying cycle.

My advice to any company offering “digital” services to clients is simple (and I’m sure many of us have our Mums to thank for this): Put your own house in order before you tell others how to put their house in order.