Your buyers do not search for your tagline

Nobody has ever typed "empowering connected futures" into a search bar. They type the problem. "Wifi keeps dropping at our second office." "How to close the books faster." "Phone system for 40 people."

Most company websites are written in the company's language: the tagline, the product names, the positioning statement from the last offsite. Buyers search in their own language. The gap between the two is where you disappear.

Buyers decide before they call you

B2B buyers do most of the work alone. In 6sense's 2024 Buyer Experience Report, buyers were nearly 70% of the way through their purchase before they spoke to a seller. They made first contact themselves more than 80% of the time, and 81% already had a preferred vendor by then.

Gartner's research points the same way. Buyers spend only about 17% of their buying time meeting potential suppliers, split across every supplier they are considering. Independent research online takes about 27%.

So the shortlist is mostly built from what buyers find when they look on their own. If your pages do not use their words, you are not on it.

They search for the problem, not the brand

A Google study of tech B2B buyers with Compete found that 78% of search visits to those companies' sites came from searches that did not include a brand name. The study is from 2012, but the pattern behind it has not changed: people who do not know you yet cannot search for your name.

That is also how search engines work. They match pages to the words people use. A page titled with your tagline competes for searches nobody makes. A page titled with the buyer's problem competes for searches that happen every day.

Where to find your buyers' words

• Your deal notes. How buyers described the problem on the first call, before your team taught them your vocabulary.
• Your lost deals. The words people used when they explained why they went elsewhere.
• Search Console. The searches that already bring people to your site, and the ones that show your pages without getting clicks.
• A keyword tool. To check how many people search each phrase, so you pick the ones that matter.

How ORENIUS uses this

Search Read checks how Google reads every page, then matches the words your buyers use in your deals with what people actually search. It rewrites your page titles and descriptions in those words, ready to paste.