1. B2B Website Planning Roadmap
A Better Practice Guide
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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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3. Your website is not about you!
3
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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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11. 5. Organize Your Content By
Needs & Pains

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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http://resources.pbecomm.com/
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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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