A complete and cost-effective web design, build and maintenance service designed to meet the specific needs of high-tech companies operating in B2B markets

1. eBook: Websites for B2B Technology Companies
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2. Contents
Overview 03 Standard Features 08 Optional Modules 20
What is ag.smartsite? 04 Simple interface 09 Live visitor identification,
tracking & chat 21
..But I already have a site, Bespoke design 10
why change it now? 05 Secure login module 22
Bespoke design examples... 11
Why ag.smartsite? 06 Event module 23
Search engine friendly platform 12
Why partner with axongarside? 07 Advanced search module 24
Dynamic ‘call to action (C2A)’ tool 13
What to do next? 25
Internal search function 14
Blog & RSS tool 15
Integrated web analytics 16
Video 17
Landing pages 18
Landing page examples 19
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3. overview
If your website is difficult to find, can’t be dynamically
navigated, does not have the features that allow you to
engage with your prospects - you are losing business!
ag.smartsite is the solution.
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4. what is ag.smartsite?
ag.smartsite allows you to take control of your online
content, as well as being a tool to generate and nurture sales
opportunities online.
• An easy to use, web based • Website structure and your website once it is up and
application - that allows you page design - We design page running so we will make sure
to update the content of your layouts and site structures that we monitor its performance
website from anywhere as long engage your visitors and keep on your behalf and regularly
as you have internet access. them on your website longer, contact you with suggested
increase the chances of them improvements.
• Designed for your brand - taking an action and increase
Our in-house web and branding your opportunities to sell. • Training & support - We
team will ensure that we provide full CMS training, an
successfully translate your • Regular performance reviews interactive session in which we
brand to the web. - We want to make sure your show you how to use the system
website works hard and offers and answer any questions you
you maximum ROI. We know may have.
how easy it is to forget about
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5. ...but I already have a site, why change it now?
To attract relevant visitors and convert them to prospects, latest
generation B2B sites need to be an engaging, rich source of
information - not just an online company brochure.
• Does your site... • Yours is a high-tech company • Search engines are changing -
- support the way IT buyers are - Does your site project an up Take a look - Google 55% of business
seeking and sharing to date image or look dated and increasingly ranks blogs and buyers said they use
information today? behind the times? video content. social media as part
- have the flexibility and agility of the technology
to adapt to fast changing • The way B2B buyers use the • Social media trends - buying process.
market trends? web is changing fast - Building online relationships * ITSMA, 2009
High-tech buyers increasingly outside your website is a must.
• Content is king - does your site prefer to consume information But you need to take them home
provide the framework that you via video and blogs. They at some stage. Have you got the
need to present the content that are looking for up-to-date right tools to engage them once
your buyers are looking for ? information, that’s easy to share they are there?
and engage with.
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6. why ag.smartsite?
ag.smartsite combines the cost-effectiveness and rapid implementation
of an off-the-shelf system with the tailored functionality and leading edge
features to suit your company’s marketing needs.
• Extensive standard features - • Regular version updates - • Ongoing performance reviews
The standard package employs We continually improve our - We understand that your
best practice to drive website CMS to integrate the latest website is just one of many
traffic and conversions for thinking and technology for the elements in your effort to drive
B2B technology companies. B2B technology sector. This sales that is why we monitor
means you can easily upgrade your website and regularly
your website as technology suggest ways to improve its
advances without having to start performance.
all over again.
• Don’t just take our word for it...
solutions
Industrial Automation Solutions
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7. why partner with axongarside?
We are a B2B marketing agency specialising in the technology
sector so we understand the sales and marketing challenges
which face companies like yours.
• We can see the big picture - • We know your market - “With a higher than
We know how to integrate your We understand how B2B average website
website into a broader sales and technology buyers use the web conversion rate
marketing strategy. and therefore how best to build and a flood of new
a website that creates relevant customers, we would
• Proven track record - sales prospects. like to commend Kim
We have been building and her team for the
bespoke websites for B2B successful design and
technology companies for the implementation of our
last five years. creative websites”.
Louise Knowles - Marketing
Manager, SolutionsPT
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8. Standard features
ag.smartsite provides you with an
impressive list of ‘best practice’ standard
features proven to maximise online lead generation.
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9. simple interface
ag.smartsite allows you to update your website’s content from
wherever you are, through a simple and intuitive interface.
• Rich text editor - Familiar MS • Upload manager -
Word editing tool allows you to Allows you to upload images,
copy, paste and easily documents, Flash, audio and
format text. movie files. The system will
automatically optimise these for
• Add, delete and move pages web use.
- The system automatically
updates the navigation to reflect • Page preview - Allows you to
your changes. preview your pages before you
set them ‘live.’
• Cross browser platform -
Compatible with Firefox,
Internet Explorer and Safari.
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10. bespoke design
Your website is your company’s face to the world so you’ll want it to fully
reflect your brand. But have you thought about how great design can
enhance usability and performance of your site?
• Unique but familiar web • Design - is the key to converting
page design - With B2B users people from web page hoppers
typically spending only about to potential customers. If the
40 seconds on a web page, it is information on your site has a
vital that the page design helps clear hierarchy, attracts the eye
the visitor to easily find the to the most important elements,
information that they are looking looks well- organised and is
for. This requires page layouts easy to navigate then you’ve got
that are familiar and share a well designed site. If not, you
common features with other should be seriously considering
websites but designs that are how best to get your site ready
memorable and fully reflect your for 2010.
own Brand.
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11. bespoke design examples...
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12. search engine friendly platform
Your website needs to rank well in search engine listings to attract
relevant prospects. Many of the most important factors influencing
your page rank are determined by the way your site is built.
• Automatic Search Engine • Manual optimisation tools -
Optimisation (SEO) - axongarside.cms allows you
axongarside.cms allows Google to enter page descriptions,
93% of users only
to easily read the content keywords and meta tags.
view the first few
of your pages. This is the This enables you to optimise
entries on a search
foundation of successful Search individual pages to match your
engine results page.
Engine Optimisation. business proposition and drive
* Prioritizing Web Usability,
Features include: relevant traffic to your website. Jakob Nielson et al, 2006
- Automatic generated site map
- Search engine friendly URLs
- Search engine friendly
content tagging
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13. dynamic ‘call to action (C2A)’ tool
Our C2A tool lets you allocate relevant resources to individual web
pages. This reduces your ‘bounce rate’, keeps visitors on site longer
and increases the likelihood of them taking an action.
• Relevant C2As Placement -
Whitepapers, case studies,
videos, call-back requests,
webinars; you choose what and
where.
• Optional data capture -
You can choose if visitors
need to submit details prior to
accessing content.
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14. internal search function
Search is an essential feature of any website and allows visitors
to quickly find relevant information, which increases your conversion rate.
• Comprehensive search • Gain valuable insight
Our site search technology All visitor searches are
comprehensively searches your recorded. This provides you
website content, including meta with valuable information about
data, PDFs and other document the type of content your visitors “Users spend
formats that aren’t covered are looking for and allows you around 45 seconds
with standard ‘find’ features. to continuously improve your on a web page”
This substantially increases the * Nielsen, 2006
content and website structure.
quality of search results.
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15. blog & RSS tool
Blogs are “search engine glue” and allow you to showcase your
expertise whilst offering visitors a means to engage with you and
share your content with colleagues / other decision makers.
• Differentiate your business • Our features include:
Blogs allow you to add that - RSS feeds
personal touch, give your - Automatically aggregate news
business personality and feeds from any RSS compliant
showcase your know-how. news source.
- Tags and tag clouds help
• Blogs are different from other readers to find related posts
web pages because they and boosts your blog’s search
- Are more flexible engine optimisation
- Allow you to respond quickly to - Automatic monthly and
changing trends yearly archives offer users an
- Encourage visitors to alternative way of searching
get involved with you. through blogs.
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16. integrated web analytics
Statistics are great, understanding what they mean is better.
We’ll be on hand to help you use your Analytics to continually
improve the performance of your site.
• Google Analytics are built-in to
all our sites giving users
- //List features
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17. video
Online video can be used at every stage of the product lifecycle to acquire,
engage and convert site visitors
• As the costs of video - Video is the perfect ‘word of
production plummet and mouse’ tool
traditional resources like white - As well as being great for
papers start to look increasingly SEO you should Videos are 53%
stale, streamed video is now an - Publish your video wherever more likely than
essential part of the B2B online you can; text pages to appear
marketers’ toolkit - Promote through social on the first page of
- Customers who watch videos media and search results.
are 85% more likely to convert - Link back to your site. • Forrester Research, 2009
(DM News)
- Best of all they’ll share the
content with other colleagues
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18. landing pages
Generate new landing pages for targeted campaigns or sales pitches
• Dynamically generate new
landing pages - Essential for
targeted campaigns or sales
pitches.
• Monitor and evaluate -
Integrated analytics tool allows
you to track responses.
• Manage your online marketing
campaigns - Enhance your sales
process.
corporate site landing page
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19. landing page examples...
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20. Optional modules
a range of optional features which can help
your business achieve its online goals.
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21. live visitor identification, tracking & chat
Chatting has been proven to increase conversions and
customer satisfaction levels. It allows you to:
1. Pin-point a visitor’s exact • Engage with users through • Optional CRM integration - You
requirements and respond ‘live chat’ - This optional can integrate this module with
to them in real time feature can be used to help your existing CRM system. This
2. Add personality to your visitors quickly find the allows you to match website
online brand information they are looking visitor activity with existing
for. Engaging with them in this CRM data.
• Track visitors and detect way could be the beginning of a
prospects in real time - This prosperous relationship...
module gives you a real time
view of your website visitor
activity. View specific data
about the visitor, such as
location, organisation and
previous visits.
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22. secure login module
ag.smartsite allows you to restrict access to certain areas of
your website or add a separate staff, customer or partner portal.
• Personalised experience • Improve relationships and
Our secure login module allows reduce costs - Customers, staff
you to personalise a visitors and partners value portals.
website experience. You can They are an extension of your
chose to display any visitor “service & support” proposition
related data; names, account and reduce the level of personal
details, relevant news & events, support required.
etc.
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23. event module
This module allows you to administer your complete pre-& post-event
requirements online, driving event participation and repeat bookings.
Some of the features include:
1. Online registrations - • Event resource section - • Feedback & discussion forum
Participants can register online Allows attendees to download - A simple forum feature
and receive an automatic event related files. provides attendees with an area
booking confirmation. in which they can post feedback
axongarside.cms captures all or discuss certain topics
the booking details for you to covered by the event. You can
download and provides you with use this information to improve
an option to receive a booking events, demonstrate that you
notification via email. value attendees’ opinions and
extend the life of the event.
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24. advanced search module
If you have an array of resources within different file formats, this
search function will substantially enhance the usability of your
website, which drives conversions.
• Search filters • Suggestive search
You can decide which search The system can suggest
filters you want to apply. For search terms when visitors
example, you can allow visitors start entering them, improving
to enter a search term and the speed of searches and the
then specify file type, category, quality of search results.
functional area, etc
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25. What to do next?
talk to us... call Ian or Kim on 01663 766556 or email us at
web@axongarside.com to arrange a free consultation.
axongarside.com