B2B Website Planning Roadmap BrainRider Best Practices

B2B Website Planning Roadmap A Best Practice Guide 1

2 B2B Website Planning1. Focus On Your Customer, Not Your Company2. Establish Your Strategy3. Prioritize Your Website Objectives4. Develop Customer-Focused Content5. Build Best Practice Wireframes6. Communicate Your Design Priorities

3Your website is not about you!

4“But Our Website Has Always BeenAbout Us, Our Solutions, Our News” Example #1 Example #2

5 Today’s Customers Want Access To Relevant & Valuable InformationFact: “How To” is the most common search phrase in all categories including B2B

61. Focus On Your Customer Connect With Your Customers By Making Your Website Findable, Relevant & Valuable

72. Establish Your Strategy  What Business Are You In?  What Are Your Objectives  Who Is Your Target?  What Are Their Needs and Pains?  What Do They Want To Know?  What Subject Matter Expertise Should You Be Promoting To Achieve Your Objectives?

83. Prioritize Your Website Objectives Priority Objective 1. Lead Generation 2. Brand Awareness 3. Share Product Information & Credentials 4. Contact Us Listing 5. Customer Education NA Ecommerce NA Access Customer Support/Login

94. Develop Customer Focused Content • Include: – Resource center – Blog – Any other relevant content • And make it: – Findable – Relevant – Valuable

10 5. Use Best Practice Wireframes Wireframes are the logical structure of your web pages prioritized against your objectives Secondary • Place your content Branding/Home Navigation based on your Primary Navigation Search prioritized objectives Main Message: • Follow eye-path (Objective #1) best practice Optional: • Stay above the fold Secondary because 70% or Engagement Content Message more of your (Objective #2) (Objective #3) visitors will not getAbove The Fold Above The Fold Above The Fold Above The Fold Above The Fold Above The Fold below it • Include Search Engine Optimization Gigantic Footer: contentSEO copy, Credentials, bottom nav, legal, contact us privacy

11 Additional Wireframes Can Include• Sub-Pages – With sidebar – No sidebar• Resource Centre Home Page• Resource Centre Sub Page• Blog Home Page• Blog Sub Page• Landing Page – Website look-and-feel – Offer/Conversion focused

12 6. Communicate Your Design Priorities• Keep it professional but do not over invest in design or technology – it does not pay off!• Consider implementing a content management system• 4 quick graphic design tips – Decide if you are updating your current design or creating a new look – Define your brand guidelines (logo, colors, type) – Articulate your design style (ie, Modern, Simple, Fun, Corporate) – Share examples of what you like and don’t like http://www.brainrider.com/ http://fishrecruit.com http://www.sklarwilton.com/ http://resources.pbecomm.com/

13 Next Steps BrainRider offers Best Practice Info, Workshops and SolutionsFor information email info@brainrider.comGet free resources at brainrider.infoFor tips read our blog.brainrider.comFollow us at twitter.com/brainriderVisit us on linkedin.com/company/brainrider

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B2B Website Planning Roadmap BrainRider Best Practices

by BrainRider Knowledge Marketing Group on Aug 10, 2011

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B2B Website Planning Roadmap BrainRider Best Practices — Presentation Transcript