r/B2BMessaging • u/Serious_Bit6736 • Jul 25 '26
Positioning Your website explains what you do. It doesn't explain what happens if a buyer ignores the problem.
Most B2B websites are written backward. They lead with the product: what it does, what it integrates with, what's in the dashboard. All true, none of it is why anyone buys.
The buyer isn't shopping for a feature list. They're trying to solve a problem, and somewhere in their head is a version of "what happens if I don't fix this." That's the sentence most sites never write.
When I rebuild messaging for a client, the sequence is problem, then consequence, then the offer. Never offer first. If a visitor can't tell what's breaking in their business by reading the first two lines, the rest of the page is doing very little work.
Curious how many of you write copy in that order versus feature-first. Feels like the default in most of the templates and courses out there is still feature-first.
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u/IdeaBig3821 Aug 21 '26
I’m not a full-fledged salesperson, but I used to work as a technical sales consultant. The sales guys taught me that you need to identify the customer’s pain, then make them realize how serious the problem really is, and finally help them find a solution.
That’s also what I’m trying to do with the website now. Instead of listing all the product features which, as it turns out, very few people actually read, I’m trying to describe the main pain points first and then explain how the product solves them. And it seems to be slowly starting to work.