Relationships have always been at the heart of doing business in manufacturing. But today’s B2B buyers don’t operate the way they used to. According to Gartner’s Research and Advisory Experts, 75% of B2B buyers prefer a rep-free sales experience. Additionally, 87% of buyers want to make their own way through much (if not all) of their purchase consideration process before they ever commit to speaking with someone.
Modern buyers want self-service info before speaking to sales.
If your website isn’t built to support that shift, you’re losing opportunities before the conversation even starts.
The B2B Buyer’s Journey Has Changed
Handshakes and phone calls are no longer the first steps in making a deal. Today’s manufacturing decision-makers research vendors, compare capabilities, and read content long before they send an email or pick up the phone.
Consider these statistics:
- 57% of the B2B buying process is completed before a prospect ever talks to sales.
- Only 29% of buyers want to talk to a salesperson to learn more about a product; the rest prefer to only use online resources.
- Companies with strong digital experiences generate 2.5X more revenue growth than those with weak online presence.
What The Shift Means for Manufacturers
It means your website isn’t just a digital brochure—it’s your #1 salesperson. Today’s buyers expect to find all the details they need—product specs, case studies, pricing insights, and proof of expertise—before they ever reach out. If your website doesn’t provide clear, immediate answers to their most pressing problems and questions, they will move on to a competitor who does.
What Your Website Must Do to Capture B2B Buyers
- Position the Buyer As Your Focus: Your customer is on a mission to solve a problem, and your website should speak directly to their pain points and how your solutions help them overcome obstacles. They should immediately understand what you do, who you serve, and why you’re the best choice. Avoid industry jargon and overly technical content—keep your messaging clear and compelling.
- Provide a Clear Plan Forward: Buyers need to understand their next steps quickly. Use clear, step-by-step messaging that lays out how they can work with you. Incorporate a simple, effective call-to-action (CTA) like “Get a Quote,” “Download Specs,” or “Schedule a Consultation.”
- Offer Self-Service Tools: Buyers expect to download spec sheets, watch product demos, and use cost calculators before contacting you. Adding interactive elements improves engagement and keeps buyers on your site longer.
- Build Trust with Authoritative Content: Nearly all B2B buyers consider content essential when evaluating a business. (Demand Gen Report) Blog posts, case studies, and downloadable guides should reinforce why your company is the trusted expert they need.
- Remove Barriers to Contact: Make it easy for buyers to reach out when they’re ready—include forms, live chat, and direct scheduling options. Reduce friction by eliminating unnecessary fields or steps that slow down inquiries.
Here’s The Bottom Line
Your buyers are researching you long before they reach out and make contact with you. If your website isn’t built as a self-serve sales experience, you’re losing money to competitors who have adapted to the current buyer’s needs.
Visit (website URL) for a FREE guide: 5 Website Essentials To Attract, Engage & Convert More BNB Leads that will include:
- Must-Have Website Elements
- Content That Builds Credibility
- User Experience Best Practices
- Lead Capture Essentials
- SEO & Visibility Factors
The right website isn’t a line item expense in your budget—it’s a necessary investment to gain a competitive advantage. Want to make your website your #1 salesperson? Contact us today to start the process of redesigning your website.