Four Steps to Building the B2B Website of Your Dreams
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Waddell suggests you take these four steps to start building the B2B site of your dreams:
Define a clear mission—with metrics. Define exactly what you want a prospect to do at your site, then make sure all the elements of the site design and copy are working together to achieve that goal. Next, "track user behavior and continually tweak your website until it is a conversion machine," she advises.
Develop a clean, appropriate industry-standard design. For most B2B companies, simple works best. Don't get so creative that users can't easily find the information they seek, Waddell says. And make sure you choose a color scheme and graphics that reflect your industry.
Sell solutions, not products. Most site visitors won't have a clue as to which one of your products they need, Waddell notes. "Try placing a huge graphic button on your front page that says 'XYZ keeping you up at night? Click here for a good night's sleep.' Then watch the analytics to see how effective it is," she writes.
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"the optimization process should happen naturally"
Agreed! You never want to create a site designed to appeal to the search engines alone. At the end of the day, it's people that are going to be buying from your site so it's people your site should be written for.
Great advice here...but I'd add a caveat:
If you are small and nobody knows what you sell, you DO need to talk solutions. If you are big and most people know what you sell, put your Brand products front and center. Out data shows specific products and product pages are always the 80% of search traffic and pages viewed.
"Determine the best 3-5 keywords for your site, and double-check that you used them 2-4 times on each page. " That is terrible SEO advice. If you use the same few keywords on every page, the search engines don't know which page to show in the results when someone searches for one/more of those terms, and randomly selects a page. Search engines return pages, not sites. Put 2-3 main KWs on the home page that apply to the entire site/business theme, then optimize each important page (such as category pages) with its own set of targeted keywords. Think of each page as a potential landing page. The task is to make each show up in the search results. If you sell shoes, optimize a separate page for each category: shoes for women, men, kids, outdoors, whatever. And sub categories: women's boots, flats, heels, etc.
Good and to the point - the way I like it.