The document outlines best practices for an effective B2B website. It discusses that a B2B website should accomplish attracting traffic, engaging that traffic, and converting traffic into leads. It provides tips for attracting traffic through relevant content and SEO, engaging traffic by providing pathways through content and calls to action, and converting traffic into leads through opt-in mechanisms and gating high-value content.

1. Characteristics of an effective B2B Website!
Best Practice!

2. 3 things an effective B2B website accomplishes:!
A"ract
traffic
Engage
traffic
Convert
traffic
into
leads

3. Lets first review the B2B business decision cycle:!
Visitors get to your website because they believe you have
information relevant to what they’re looking for. Here are the
common challenges a typical B2B prospect faces…!
I have a problem!
I need to better
understand my
problem!
I need to figure
out how to fix my
problem!
I need to decide
who’s best to
help me fix my
problem!

4. What content are they really looking for?!
Credentials and
decision support
content!
(e.g. case studies,
pricing)!
Educational
content!
(e.g. how-to
guides, best
practices)!
Solutions and product suitability content!
(e.g. solution comparisons, pitfall analyses,
readiness assessments)!
I have a problem!
I need to better
understand my
problem!
I need to figure out
how to fix my
problem!
I need to decide
who’s best to help
me fix my problem!

5. Attract traffic to your B2B website by:!
• Providing relevant
content across all
decision stages!
• Using SEO
keyword-rich and
customer-centric
language throughout
your website,
including the
navigation!
!
• Regularly publishing
relevant content to
your website and
promoting it through
various media,
including social!

6. Engage that traffic through your B2B website by:!
• Providing visitors with pathways
to navigate your content!
• Avoiding dead-ends on your
pages!
• Cross-linking to other relevant
pages on your website!
• Incorporating prominent calls to
actions to various content, lead
generation and sales readiness
offers!

7. Convert that traffic into leads!
• Incorporate tiered opt-in mechanism!
• Gate high-value content, such as webinars or whitepapers, behind
forms!
• Provide a mix of lead generation and sales readiness calls to action!

8. For more B2B Marketing resources…!
• Sign up to our webinar to learn more about B2B website using
the popular CMS WordPress!
• Check out relevant B2B website resources!
• Subscribe to our blog!
• Follow us on social media:!
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