Characteristics of an effective B2B website

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Information about Characteristics of an effective B2B website
Marketing

Published on April 3, 2014

Author: BrainRider

Source: slideshare.net

Characteristics of an effective B2B Website! Best Practice!

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

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!

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!

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!

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!

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!

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:! Twitter Facebook Google+ LinkedIn

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