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How to Create a Website That Works for You [B2B Forum Coverage]

by Stephanie Tilton  |  
October 12, 2012

Why do you have a website? Ultimately, you want to generate leads and business through it, right? But to achieve that, your site must be focused on conversion, says Mark O'Brien of Newfangled, a web-development firm.

At the B2B Forum, O'Brien discussed how to create a website that works for your company.

The first steps are to...

1. Define your unique selling proposition.

2. Have a clear understanding of your prospects' personas on the web. These are different than buyer personas. You develop web personas by interviewing current, past, lost, and desired clients to understand their expectations of your site.

3. Be willing and able to create content.

Then you need to develop a site that calls upon those three components to help you...
Attract. While you're going to attract those that are aware of your company and its offerings and those that are unaware, your site should focus on the unaware.
Inform. Guide visitors to areas that would most interest them and educate them during their time on your site.
Engage. You want to engage folks at three different stages of the buying cycle as defined by Mark: researchers who may make a future purchase (offer ability to sign up for newsletter or blog feed); evaluators (show them buying guides, case studies, demos, ROI calculators, etc); and purchasers (make it easy to contact you). You can use marketing automation software to understand site visitors' stage in the cycle.
Nurture. Remind site visitors that you exist (such as via newsletter) and reaffirm your expertise (as it solves visitors' pain points).

According to O'Brien, content is the fuel for all these activities. That means you need a content strategy for your site. In other words, you need a plan for regularly adding unique, expert, and indexable content to your site. He suggests a content strategy system comprising four elements.

  • Writers. Have writers who can convey expertise that addresses prospects' pains.

  • Platforms. Mix up short- and long-form content along with viewable content, such as white papers, blog posts, and webinars.

  • Editorial calendar. Plan out content creation to stay consistent. Aim to add at least 2,000 new words per month.

  • Topics. Choose ones that show how your expertise overlaps with prospects' pains and interests.

Want to learn more? Check out the informative webinars on the Newfangled site. Also, be sure to check out the B2B Forum on demand and register today!

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Stephanie Tilton is a content marketing consultant for B2B high tech. She writes case studies, eBooks, white papers, etc. that advance the buying cycle and is a founding member of the @savvy_b2b blog.

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  • by Shawn Irwin Mon Oct 29, 2012 via blog

    Obviously a website is to make business.Considering business, the website should be well designed for attracting customers.Customer support should be available for providing solutions and references.As we all know, content is king.Content changes the mind of the people from just viewing to buying it.It should involve the customer to make sure he/she visits the website from time to time.Regular updates from feeds,blogs are also an important factor.We could create a feedback form where we can reply to the posted messages.
    Web Development

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