A quick and organized plan to help you build your B2B website development

This quick guide to better B2B website planning provides a 6-step, best-practice roadmap to help you plan your website development and drive better results.

It covers 6 key directives:

  1. Focus On Your Customer, Not Your Company
  2. Establish Your Strategy
  3. Prioritize Your Website Objectives
  4. Develop Customer-Focused Content
  5. Build Best Practice Wireframes
  6. Communicate Your Design Priorities

Next steps:

Interested in improving your B2B website to generate leads and get better results? Brainrider can help. Start now and request a proposal.

Slide 1: B2B Website Planning Roadmap -  A Better Practice Guide.

Slide 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

Slide 3: Your website is not about you!

Slide 4: “But our website has always been about us, our solutions, our news.” [Image]

Slide 5: Customers want content that helps them solve their problems...

Slide 6: 1. To design a better B2B website, define a customer-focused strategy.
• 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?

Slide 7: 2. Prioritize your website objectives.

How Many...
Attracting and Acquiring ProspectsVisitors
  • Find you & your expertise
  • Identify them & give permission for contact
Nurturing ProspectsActive Prospects
  • Are increasing their engagement
Qualifying Sales ReadinessMQL
  • Meet and qualified lead criteria
    Signal readiness to buy
  • Signal readiness to buy

Slide 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...

Slide 9: Identifying what customers want to know at each decision-stage.

If your customer is asking: What's my problem?
They want: Education & Thought Leadership
What to offer:

  • Trends, benchmarks, & Statistics
  • What's new & why it matters
  • Best-in-class examples
  • Problem guides
  • Opportunity guides
  • Needs assessment
  • 101 education

If your customer is asking: How do I fix my problem?
They want: Solutions & Product Suitability
What to offer:

  • Solution guides
  • Solution comparison
  • Pitfall analysis
  • Readiness and suitability assessments
  • Strategy & planning templates
  • How to find & select the right vendor
  • How to build the budget

If your customer is asking: Are you right for me?
They want: Decision Support & Credentials
What to offer:

  • Pricing
  • Trial/demonstrations
  • Access to subject matter experts
  • Implementation plans & requirements
  • Delivery examples
  • Vendor comparisons
  • Data sheets

Slide 10: 4. Develop More valuable content. [image]

• A blog focused on customer needs and pains
• Credentials that help customers understand solutions & product suitability
• Resources targeting what customers want to know at each decision-stage

Slide 11: 5. Organize your content by Needs & Pains [image]

Content categories:

1. Why implement a customer experience management program?
2. What are the best practices for setting up and running customer experience management program?
3. How do I build loyalty, advocacy, and acquire more customers?
4. What do I need to consider when choosing a CEM vendor?

Slide 12: 6. Design best practice page layouts. [image/diagram]

• 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

Slide 13: Additional wireframes can include.

  • Sub-pages
    • With sidebar
    • No sidebar
    • Resource center home page
    • Resource post
    • Blog home post
    • Blog post
    • Landing page

Slide 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, colours, type)
    • Articulation your design style (i.e., Modern, Simple, fun, Corporate)
    • Share examples of what you like and don't like

Slide 15: Next stepsLet us review your existing website.

Contact us for a free consultation.