2. 7 Steps To A Better B2B Website
1. Define A Customer-Focused Strategy
2. Prioritize Your Website Objectives
3. Target Customer Needs & Pains
4. Develop More Valuable Content
5. Organize Your Content By Needs & Pains
6. Build Best Practice Page Layouts
7. Simplify Your Design & Development Priorities
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4. “But Our Website Has Always Been
About Us, Our Solutions, Our News”
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5. Customers Want Content That
Helps Them Solve Their Problems…
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6. 1. To Design A Better B2B Website
Define A Customer-Focused Strategy
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What business are you
really in?
What are your objectives
Who is your target and what
are their needs and pains?
What do they want to know at
each stage of their decision
process?
What subject matter expertise
should you be promoting to
attract, acquire, nurture and
qualify more prospects?
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7. 2. Prioritize Your Website Objectives
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How many…
Qualifying
Sales
Readiness
Meet qualified lead criteria
Signal readiness to buy
MQL
Nurturing
Prospects
Are increasing their engagement
ACTIVE
PROSPECTS
Acquiring
Prospects
Identify themselves &
give permission for contact
PROSPECTS
Attracting
Find you & your expertiseVISITORS
&
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8. 3. Target Customer Needs & Pains
Brainstorm customer questions starting with
• How to …
• How do I …
• Do I need more/less …
• Should we …
• Comparing …
• Choosing a …
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9. Identify What Customers Want To Know At
Each Decision-Stage
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If your
customer
is asking:
What’s my
problem
How do I fix
my problem
Are you
right for me
They
want:
Education
& Thought
Leadership
Solutions
& Product
Suitability
Decision
Support &
Credentials
What to
offer:
• Trends, benchmarks
& statistics
• What’s new
& why it matters
• Best-in-class
examples
• Problem guides
• Opportunity guides
• Needs assessments
• 101 Education
• Solution guides
• Solution comparisons
• Pitfall analysis
• Readiness & suitability
assessments
• Strategy & planning
templates
• How to find & select the
right vendor
• How to build the budget
• Pricing
• Trial/demonstrations
• Access to subject
matter experts
• Implementation plans
& requirements
• Delivery examples
• Vendor comparisons
• Data sheets
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10. 4. Develop More Valuable Content
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• A blog focused on
customer needs &
pains
• Credentials that
help customers
understand
solution & product
suitability
• Resources
targeting what
customers want to
know at each
decision-stage
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12. Branding/Home
Secondary
Navigation
Primary Navigation
Main Message:
(Objective #1)
Engagement Content
(Objective #2)
Search
Above The Fold Above The Fold Above The Fold Above The Fold Above The Fold Above The Fold
Gigantic Footer:
SEO copy, Credentials, bottom nav, legal, contact us privacy
Optional:
Secondary
Message
(Objective #3)
6. Design Best Practice Page Layouts
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• Content prioritized
by objectives
• Follow eye-path best
practice
• Stay above the fold
because 70% or
more of your visitors
will not get below it
• Include Search
Engine Optimization
copy
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13. Additional Wireframes Can Include
• Sub-Pages
– With sidebar
– No sidebar
• Resource Centre Home Page
• Resource Post
• Blog Home Page
• Blog Post
• Landing Page
– Website look-and-feel
– Offer/Conversion focused
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14. 7. Simplify Your Design & Development
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
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15. Next Steps
Get Website Design & Pricing Details
Get free resources at brainrider.info
Visit blog.brainrider.com for B2B marketing ideas
Follow us at twitter.com/brainrider
Visit us on linkedin.com/company/brainrider
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Let Us Review Your Existing Website
Contact Us For A Free Consultation
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