25 Questions For A Powerful B2b Website Strategy
July 20th, 2009 | 
Author: 25 Questions For A Powerful B2b Website Strategy
Most business owners and marketers know the importance of setting objectives and selecting appropriate strategies. Why then do so many businesstobusiness companies skip this step when they update or replace a website?
Whatever the reason skipping over the website strategy step is sure to result in an inferior website. So take the time to plan review and answer the following questions. This not only stimulate your thinking it will also provide a very useful guide for designers copywriters webmasters and anyone who needs to understand how well the website is performing.
- Website Objectives
- Whats the main objective of your new site?
- What are the secondary objectives?
- Why are you replacing your current site?
- What actions do you want your visitors to take?
- Who is your target audience?
- How do they make a buying decision?
- What questions are they likely to have about you and your product or service?
- What risks do they perceive in buying your product?
- How will you measure the success of your site?
- What business contribution metrics will you track?
- What site performance metrics will you track?
- How will you get user feedback?
- What analytics tool will you use?
- Who are your top 3 5 competitors?
- How does their web presence differ from yours?
- What callstoaction do they include on their website?
- How easy is it to find your way around the site?
- What is their primary messaging?
- What do you like and dislike about the sites?
- How will you answer your visitors questions?
- How will you remove their perceived risks?
- How will you be found by the search engines?
- How will you drive traffic to the site?
- How will you obtain contact information from your visitors?
- What areas will you optimize to promote conversions?
Website Audience
Website Metrics
Competitors
Website Strategies
There are many more questions you can ask and answer when creating your website strategy. The ones in this article could be considered the minimum. Please dont skip this step. When you see the difference it makes in your websites performance youll be glad you took the time.
Tatum Marketing Inc. 2008
About the writer: Susan Pascal Tatum cofounder and president of Tatum Marketing is a recognized expert in businesstobusiness internet marketing. She has been helping software information technology and other BtoB firms achieve greater online marketing results for more than two decades. She is a popular author and speaker and regularly publishes internet marketing strategies and actionable tips on her Tatum Marketing blog. Visit Tatum Marketing online for a complementary copy of their latest report Technology Marketing 2008.
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