Is your website answering the wrong questions?

Most B2B websites are doing it wrong. 

They make it all about them, not their customer

And answer the wrong questions which automatically 

- Dilutes Your Message

- Wastes Precious Attention

- Sounds Generic

- Pushes Buyers Away

- Signals how Out of Touch you are with your customers

Here are 6 Phantom Questions your customers never ask but your website wrongly assumes they do, and how to fix it.

1. "What's the full history of your company since 1982?"

• Your Customers care about your track record not your life story. 

• They’re looking for relevant, recent experience, not a timeline of ownership changes and founder trivia

2. Can I read your 500- word mission and vision statements?

Your Buyers want to know what you do and why you’re better. Not how you “strive for excellence through synergistic sustainable partnerships.”

3. Who are all your senior executives and what’s their full bio?

Unless your leadership is directly involved in projects or brings rare expertise, detailed bios belong on LinkedIn—not the homepage

4. "What Awards have you won that I've never heard of?"

Awards are fine, but they need to be paired with why they matter to the client—like improved safety, sustainability, or speed.

5. "Can I read about every service - even the ones I'll never use?"

Overloading the site with every minor service dilutes your core message. Customers want to know what applies to them—not everything you’ve ever done

6. Can I download your 80 page corporate brochure?

Long PDFs are rarely read. Customers want quick answers, clear visuals, and fast ways to get in touch—not to dig through a digital pamphlet.

Focus on What They Care About

Buyers come to your site with specific questions in mind 

And if they don’t find clear, confident answers within seconds, they’ll bounce and go to your competitor  (you know the one with an inferior product but knows how to communicate better)

The more directly you answer their questions, the faster you build trust and quicken your sales cycle. 

So make sure you’re answering these 5  questions 

1. Can you solve the specific problem I have? Can you handle a project like mine?

• Buyers are visiting your site with a challenge in mind. They want to know—quickly—whether your services or products match their exact needs.

• Be clear with your service/product descriptions and problem-solution messaging.

2. What makes you better or different than your competitors?

• If you don’t want to compete on price you need to focus on what makes you stand out.

• Your Buyers are looking for your unique selling points

• Use clear, customer-relevant differentiators (e.g door step delivery, local agent knowledge and compliance, custom solutions)

3. Do you have experience in my industry or region?

• B2B buyers are risk-averse. Use Social proof (not just logos, case studies, testimonials) to give them the confidence that you’re credible and capable.

• Add client examples, industries served, and measurable outcomes

4. Can I trust you to deliver X [on time and on budget]?

• Reliability is everything when it comes to getting your B2B  buyer to trust you. Remember you’re trying to get them to choose you over other similar competitors. Your site should reduce doubt and build confidence.

• Highlight project timelines, guarantees, safety standards, or certifications—with real-world proof.

5. What products or services do you offer?

• Customers want clear, detailed information on your offerings—whether it's machinery, materials, tools, or construction services.

• Don't make them have to search your website for the answer.

• Keep it simple and limit the amount of choice.

• If possible help them qualify themselves ie: For your Product Managers,

6. How does the buying process work?

• Your Buyers need to understand how to move forward—whether that’s requesting a quote, booking a consultation, or downloading specs.

• A frictionless contact process is essential—they want to know how fast and easily they can start a conversation

• Make the buying journey visible and simple, with a direct calls to action.

Once you made sure you've answered their main questions your buyers will now have logical questions that will need to be addressed.

Such as “How soon can I get this?” “How much does it cost?” “Will someone help me if things go wrong?”

You can use your FAQ to answer these types of questions.

When you don't answer the right questions your customers will quickly lose trust in your services.

Go through your website and make the necessary changes.

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Human-Designed Strategic Communication isn’t a "nice-to-have". They’re essential tools for modern B2B communication — just like SEO, clear CTAs, or spellcheck.

​If you want to get your B2B audience to notice and remember you,.

You have to hack their brain.​

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