5-point B2B Website Design Checklist for Greater Visibility
2 likes1,223 views
The document provides a 5-point checklist for designing a high-performance B2B website for professional services firms. It emphasizes (1) clear messaging and professional imagery, (2) responsive design, (3) educational content that demonstrates expertise, (4) an SEO strategy including keyword research and optimization, and (5) including offers and calls-to-action to engage visitors and convert opportunities into clients. The website should attract and engage prospects through useful content while promoting the firm's services and value proposition.
5-point B2B Website Design Checklist for Greater Visibility
- 1. Branding and Marketing for Professional Services Firms 5-point B2B Website Design Checklist for Greater Visibility Elizabeth Harr
- 2. Why is it so important to get B2B website design right?
- 3. 80.8%of professional services buyers check out your website — before they do anything else. Source: Referral Marketing for Professional Services Firms Research Report
- 4. Your website not only can be —it should be — your highest performing business development asset.
- 5. 5Mistakes in B2B Website Design 1 2 3 4 Muddled Messaging and Cliche Imagery “Un”Responsive Design Salesy Content Only Outdated / Weak or No SEO Lack of Engagement Tools5
- 6. What is a high-performance website?
- 7. Anatomy of a website that performs - and makes you more visible
- 8. Clear messaging and professional imagery — powerful signals to your audience on what matters to
- 9. #RethinkingReferrals Source: Referral Marketing for Professional Services Firms Research Report 43.6%rule out referrals because they couldn’t understand how the firm could help them.
- 10. Your website should convey your overall brand positioning.
- 12. What do you do? 3 Simple Questions
- 13. What do you do? 3 Simple Questions Who do you do it for?
- 14. What do you do? 3 Simple Questions Who do you do it for? Why should clients choose
- 15. Imagery sends a message about the quality of your brand.
- 16. Death by cliche.
- 17. Professional imagery can still be playful, unexpected …
- 18. … backs your brand, and signals to your audience what you’re really all
- 19. The Importance of Responsive Design
- 20. graph growth of mobile searches
- 21. Mobile-friendliness is now a search ranking signal. Google’s Mobile Search Update
- 22. Responsive design for a mobile and tech-savvy marketplace.
- 23. If your website is not responsive, you’re leaving a lot of potential business on the table.
- 25. Content that is useful to your clients and showcases your expertise. What is educational content?
- 26. Educational Content is Not… Brochures TestimonialsCase Studies Syndicated Content Faux White Papers Marketing Copy
- 27. There are two types of content.
- 28. Content Type #1: Stock Content Purpose Focus Access SEO Examples Issue level Requires registration Premium quality to demonstrate expertise Optimize titles and landing pages only Guides, ebooks, research reports
- 30. Your stock content needs a home…
- 31. Resources Page or Library
- 32. …and a front door.
- 33. Landing Page
- 34. Landing Page
- 35. B v Content Type #2: Flow Purpose Focus Access SEO Examples Topic level Open access Draws traffic Optimize titles and content Blog posts, videos, articles, social media
- 36. Examples of Flow Content
- 37. Some of your flow content goes out into to the world.
- 39. The rest stays at home and lives in your blog.
- 40. Building a Better Blog Longer, substantive posts (1,000+words) Demonstrates your expertise Optimized for search engines Includes social sharing buttons Contains offers for deeper engagement Includes cross-links Stream of fresh content
- 41. Blog No-No’s Your News and Events Who Joined Your Firm Your Community Service Miscellaneous Announcemen ts
- 42. Educational content has wide scale applicability and builds visibility because people love to digest it & pass it around. Promotional content has specific applicability — and people don’t necessarily love to digest it nor does it get passed around. If it’s all you
- 43. Optimize Your Website for Search Engines
- 44. SEO is a technique designed to make your content easily accessible to the right audiences. What is search engine optimization (SEO)?
- 45. How to Think Like a Search Engine • Relevance (keywords) • Website authority (links) • User experience (responsive) • Technology (optimizing)
- 46. Do keyword research to understand what terms people are searching for and your capability for ranking for those keywords.
- 47. Find a balance of Volume Difficulty Relevance Choosing the Right Keywords
- 48. Assess Relevance through Simple, Free Research Methods Google Auto-Populate Google Related Searches
- 49. Google Trends will put that relevance into better perspective
- 50. Using Google’s Keyword Planner in conjunction with a tool like Moz will help you compare volume with difficulty.
- 51. MozKeyword Aim for keywords with difficulty lower or just above your website authority
- 52. Broad Specific Audience will be larger, but less qualified Audience will be smaller, but more All Keywords are not Equal
- 53. Implement the the keywords in titles, title tags, meta descriptions and within your content.
- 54. Titles
- 55. Title Tags
- 56. Meta Description
- 57. Within Content
- 58. Engagement Tools: Include Offers and Calls-to-Action
- 59. Stage 1 Attract Prospects Stage 2 Build Engagement Stage 3 Turn Opportunities into Clients Offers to expose visitors to other content Offers to move prospects through the
- 62. Conclusion — Your Visibility Checklist Clear Messaging and Professional Imagery Responsive Design Educational Content SEO Strategy Offer Strategy