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Characteristics of an effective B2B website
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Characteristics of an effective B2B website

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  • 1. Characteristics of an effective B2B Website! Best Practice!
  • 2. 3 things an effective B2B website accomplishes:! A"ract  traffic   Engage  traffic   Convert  traffic  into  leads  
  • 3. Lets first review the B2B business decision cycle:! Visitors get to your website because they believe you have information relevant to what they’re looking for. Here are the common challenges a typical B2B prospect faces…! I have a problem! I need to better understand my problem! I need to figure out how to fix my problem! I need to decide who’s best to help me fix my problem!
  • 4. What content are they really looking for?! Credentials and decision support content! (e.g. case studies, pricing)! Educational content! (e.g. how-to guides, best practices)! Solutions and product suitability content! (e.g. solution comparisons, pitfall analyses, readiness assessments)! I have a problem! I need to better understand my problem! I need to figure out how to fix my problem! I need to decide who’s best to help me fix my problem!
  • 5. Attract traffic to your B2B website by:! •  Providing relevant content across all decision stages! •  Using SEO keyword-rich and customer-centric language throughout your website, including the navigation! ! •  Regularly publishing relevant content to your website and promoting it through various media, including social!
  • 6. Engage that traffic through your B2B website by:! •  Providing visitors with pathways to navigate your content! •  Avoiding dead-ends on your pages! •  Cross-linking to other relevant pages on your website! •  Incorporating prominent calls to actions to various content, lead generation and sales readiness offers!
  • 7. Convert that traffic into leads! •  Incorporate tiered opt-in mechanism! •  Gate high-value content, such as webinars or whitepapers, behind forms! •  Provide a mix of lead generation and sales readiness calls to action!
  • 8. For more B2B Marketing resources…! •  Sign up to our webinar to learn more about B2B website using the popular CMS WordPress! •  Check out relevant B2B website resources! •  Subscribe to our blog! •  Follow us on social media:! Twitter Facebook Google+ LinkedIn

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