I’ve got a new website. But nobody gives a shit.

And that’s probably the reality for most B2B websites.

The people who care are the team who built it, a few existing clients and, if you’re lucky, the odd prospect.

But that doesn’t mean your website isn’t important. In fact, it’s essential. The problem is that for most prospects, it’s a hygiene factor.

Get it wrong and you can wave goodbye to a prospect without ever knowing they were even considering you.

Get it right and, well, maybe you make the consideration list.

That’s the slightly frustrating thing about this kind of marketing. You’re damned if you do and damned if you don’t. Which is probably why it keeps falling down the priority list for most founders. There’s always something that feels more important.

But I think there’s a good analogy here.

Imagine a fashion designer giving you advice on your wardrobe while wearing a bizarre combination of purple, yellow and red. You might still listen to what they have to say, but their credibility has already taken a hit before they’ve even opened their mouth.

Your website is a bit like that.

It might not win you the deal, but it can lose you one.

And you’ll probably never know.

So yes, I’m super proud of the new site. Not because I expect everyone to care about it, but because when the right prospect lands on it, I don’t want the website to give them a reason to walk away.

A big shout out to Dean, Chris and Steve at Simpler Marketing for helping turn the idea into reality. Couldn’t have done it without you guys.

Sometimes that’s the job of B2B marketing.

Not to make everyone care.

Just to make sure the people who might care don’t rule you out.

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