Whenever we’ve looked at a B2B client’s website, we recognize that they underperform. We’ve implemented successful SEO practices, so now they have a ton of organic traffic, but it seems the traffic that does come in doesn’t know where to go (bad hierarchical set up) or they just don’t convert (a conversion issue). Now, this underperformance isn’t due to their products or services being bad, but it’s about the mistake they make in terms of how they position themselves online.
If your site isn’t bringing in the leads it should, it’s likely due to one or more of these four issues.
Optimizing for Products Instead of Problems
Too many B2B websites focus on what they sell rather than why their audience needs it.
The reality:
B2B buyers don’t start their journey by searching for products. They start by searching for solutions to problems they already know they have.
- They diagnose their own issues and research ways to fix them.
- They look for educational content, not product pitches.
- They search for things like “how to streamline my sales pipeline” before ever typing in “CRM software.”
The fix:
Flip your website strategy. Instead of leading with what you do, lead with how you solve a problem.
- Make your homepage and key landing pages problem-first, solution-second.
- Invest in SEO-driven content marketing that answers common industry questions.
- Offer value up front—guides, templates, case studies—so potential buyers see you as a trusted resource before they even consider a purchase.
Providing value before asking for a sale is key. Teach first, sell second.
Misidentifying Your Competitors
Most B2B businesses assume their biggest competitors are other brands selling similar products. But that’s often not the case.
The reality:
Your biggest search competitors aren’t always companies like yours. More often than not, they are:
- Media sites, including industry blogs and news sites
- Thought leaders, such as LinkedIn influencers and niche consultants
- Comparison sites, including review aggregators and software ranking platforms
Many B2B brands also rely too heavily on brand traffic, meaning searches for their company name. However, non-brand category traffic is where growth happens faster and at a lower cost.
The fix:
Instead of fighting for direct search traffic against well-established brands, become the go-to resource in your niche by creating the best educational and solution-driven content in your industry.
- Focus on non-brand keywords—topics your audience searches before they even know your company exists.
- Build trust by contributing to media sites and getting featured by industry leaders.
- Own your niche with the best industry content, and over time, your brand will gain more category searches as well.
Be the leader in knowledge, not just in products.
Weak Onsite and Offsite Alignment
Your website might say one thing about your business, but if your offsite content tells a different story, you are creating confusion rather than credibility.
The reality:
Many B2B brands have PR, backlinks, and external content that do not match their onsite messaging.
- Their website does not clearly explain what they do, but their blog covers everything from industry trends to company updates.
- They get mentions in media, but those mentions do not reinforce their core expertise.
- Their social media presence does not align with the expertise they claim to have on their website.
The fix:
Your onsite and offsite content need to work together.
- Develop a full-funnel content strategy where each piece of content has a purpose—whether it’s for awareness, trust, or conversion.
- Ensure consistency in how your brand is positioned across all digital channels, including your website, social media, guest posts, and PR efforts.
- Make it clear what your company does on every platform where your brand is mentioned.
Clarity beats noise. Make sure your entire digital presence aligns.
No Clear Role for Offsite Content
Many B2B companies invest in offsite content—guest posts, PR, social media—but do so without a clear strategy.
The reality:
Offsite content is not just for link building. It serves multiple roles, including:
- Building trust and authority through media placements, guest posts, and LinkedIn thought leadership
- Bringing in new traffic from external sources rather than relying solely on Google rankings
- Supporting SEO and brand recognition in a way that drives inbound leads
Despite this, many businesses either do not invest in offsite content or do so without integrating it into a larger strategy.
The fix:
Offsite content should have a clear role in driving business growth.
- PR and guest posting should direct visitors to high-value content on your site, not just the homepage.
- Social media efforts should reinforce your expertise and credibility, not just function as another sales channel.
- Link building should be strategic, directing to content that actually converts, not random pages.
Offsite content is not an afterthought. It is a key part of building trust, visibility, and authority.
Final Thoughts: Fix These Issues to Outperform the Competition
Addressing these four mistakes will transform your B2B website from a static online brochure into a powerful lead-generation tool.
- Speak to problems, not just products.
- Identify your real competitors, not just similar brands.
- Align your onsite and offsite messaging.
- Use offsite content strategically.
Most B2B businesses miss these fundamentals. The ones that get them right position themselves as leaders in their space.
Where does your website stand?
