The document outlines a four-step strategy for building a B2B product website, focusing on understanding the target customer and their needs, which includes identifying different visitor types: browsers, researchers, evaluators, and buyers. It emphasizes tailoring content and navigation strategies according to these visitor categories to optimize user experience and conversion rates. The document also mentions the importance of adapting the focus based on the startup or growth stage of the business.

1. 4 step strategy for
building a B2B
product website
What we did before we built
yavvy.com marketing site

2. What are we doing here
• To define the strategy Step
that would help you • Who is your customer
design your B2B
01
(Business to Business)
website
Step • What would they see,
02
what would they do
• Helps you define
o Customer focus strategy
Step • Jack’s compass and
Content strategy
o
o Navigation strategy
03:
willful navigation
Analytics strategy
o
Step • How will you know if
04:
its working well
www.yavvy.com | @getyavvy

3. Step 01: Who is your
customer?
Define who are you building this website for?
Who will get the most precedence?
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4. Kinds of visitors
• Browser • Evaluator
o Has a need / Looking for
o Stumbled upon your
a solution
website
o Evaluating to buy
o Saw a link and clicked
o Prospect
• Researcher
• Buyer / User
o Not a consumer, no
o Evaluation successful;
intent to buy
here to close the deal
o Explores Product,
Service, everything
o e.g. Media, Investor, • Customer / Client
o (Not scoped in this presentation)
Competition, Consultants
www.yavvy.com | @getyavvy

5. What do they want?
• Browser • Researcher
o Is there anything o What/How do you do
interesting for me or “this”?
anybody else I know o Is it interesting?
o Who are you?
• Evaluator
o Does this fulfill my • Buyer
functional needs? o How do I get started?
o Is it reliable? Is it honest? o What will come in the
Is it going to stay? box? / What should I
o Is there a better deal expect next?
than this? More value?
www.yavvy.com | @getyavvy

6. Browsers – What they
love and hate
• Turn-Ons • Needs
o Aesthetics o Nothing specific
o Interaction / Novelty
o Familiarity with content • What can they do
o Instant Gratification
for you
o Spread the word
• Turn Offs o Convert to evaluator
o Clutter
o Difficult to understand
stuff
Browsers are visitors who stumbled upon your website with no established intent
www.yavvy.com | @getyavvy

7. Researchers – What they
love and hate
• Turn-Ons • Needs
o Something unique or o Information about You
new o Your offerings, pricing,
o Thoughts and Insight locations, revenues,
clients, team
• Turn Offs
o Difficult navigation • What can they do
o Low content / for you
Incomplete websites o Spread the word
o Channel Partners
o Invest
Researchers are visitors who wish to explore your offerings but don’t intend to buy
www.yavvy.com | @getyavvy

8. Evaluators – What they
love and hate
• Turn-Ons • Needs
o Quick Answers o What all / How will this
o Product Experience solve my problem?
o Visuals o Is it safe, secure,
trustworthy?
o How is this better than
• Turn Offs the competition?
o Difficult Navigation
• What can they do
o Errors
o Lots of obvious content
for you
o Eventually turn buyer
o Reference
Evaluators are visitors who who are interested in your product and intend to buy
www.yavvy.com | @getyavvy

9. Buyers – What they love
and hate
• Turn-Ons • What do they look
o Ease of transactions for?
o Ease of Purchase o Coupons & Discounts
o Visuals & Reassurance o How can I get started
o How will I get support
• Turn Offs and answers
o Lengthy transaction • What can they do
closure process for you
o Lack of clarity o Pay you
o Refer more customers
Buyers are visitors who are here to close the deal and get started
www.yavvy.com | @getyavvy

10. So who should you focus
on?
• Depends upon
o What Stage –
• Startup or Mature
o What market Stage
Product
• Geography
• Culture
o What product
• ticket size
o What process Market
Process
• fill forms, furnish
documents or just
checkout?
www.yavvy.com | @getyavvy

11. The Startup stage
• Startup Stage Focus
o Allow maximum
exposure to your product Researchers
o Support buyer with
offline buy experience Browsers
o Get Media, VCs
interested
Evaluators
o Ensure that browsers can
share, refer
Buyers
• Growth Stage
o Focus on the buyer 0%
20%
40%
60%
80%
Growth Stage
Startup Stage
www.yavvy.com | @getyavvy

12. Feedback & Queries
• Working on Step 02 – About the author
Step 04. Will publish
soon Vikram Bahl
A tech-preneur with a
• Do send in your cloud based productivity
feedback to app for small business
vikram@yavvy.com
Connect with me
• Details and discussions @vikrambahl
on the yavvy blog
www.yavvy.com | @getyavvy