What B2B Buyers Look for Before Getting in Touch

Today, most B2B buyers are already informed before they speak to a sales rep. In fact, research shows that 92% of B2B decision-makers search online first. That means your potential customer is forming opinions about your company before you even know they exist.

The question is: what are they seeing?

The Self-Directed Buying Journey

The B2B buying process has shifted. Buyers now take themselves through the first stages of the journey:

• They search online for solutions
• They check out websites, reviews, and competitor comparisons
• They look up company LinkedIn pages and employee profiles
• They browse blog content, FAQs, and case studies

By the time they contact you, they’ve already narrowed down their list.

If your digital presence is outdated or inconsistent, you may not even make the shortlist.

Key Moments That Influence Trust

Buyers are not just looking for a supplier. They want a company they can trust. Here are the moments that shape that perception:

Your website
This is often the first stop. It should clearly explain what you offer, who you help, and how to get in touch. Make sure the site loads quickly, works on mobile, and doesn’t feel out of date.

Search results
People Google your company name. If the top links show inactive pages or poor reviews, that hurts your credibility. Aim to own your first-page search results with up-to-date content, active profiles, and relevant listings.

LinkedIn presence
Buyers will look at your company page, your leadership team, and your sales reps. Incomplete or inactive profiles raise red flags. A clear, consistent message across your team builds confidence.

Customer reviews and testimonials
Even in B2B, people look for social proof. They want to see how others rate your service. Encourage happy clients to leave reviews on Google or industry-specific platforms.

Content and thought leadership
Blog posts, white papers, and case studies show you understand your industry. This kind of content helps buyers feel informed and supported. It also improves your visibility in search.

What Buyers Want to Know

When researching suppliers, most buyers are trying to answer a few core questions:

• Can this company solve my problem?
• Do they understand my industry?
• Are they easy to work with?
• Can I trust them with my business?

Your digital presence should address these questions. This includes clear service descriptions, named contact points, proof of results, and up-to-date team profiles.

How to Improve Your Digital Storefront

Start with a simple audit. Google your own company. What comes up? Ask yourself:

• Is our website current and helpful?
• Do our LinkedIn profiles reflect our roles and expertise?
• Are we publishing content that shows we know our field?
• Can prospects find reviews or client feedback?

Small improvements can have a big impact:

• Update your homepage and About page with clear, concise language
• Add fresh content that answers real buyer questions
• Share recent wins or client successes on LinkedIn
• Ask a client to write a short testimonial

The Buying Process Starts Before You Speak

Your website and online presence are not just supporting your sales process. They are part of it. In many cases, they are the first and most important step.

You don’t get a second chance to make a first impression.

Make sure that when someone Googles your company, what they find reflects your real strengths and not a version of your business from five years ago.