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LiSa SHePHerd

Next, consider these two questions when starting a website
project:
1) Who do we want to attract to our website?
2) Once they’re here, what do we want them to learn and do?
It’s likely you’ll have multiple answers to both questions so
use a matrix to capture them. B2B purchases usually involve
several stakeholders with different needs, so the information
you provide has to cover all the different needs. Here’s a
framework I use with a high-level example.

It can be helpful to review what other businesses in your industry
are doing. Take a look at competitors’ websites. Take notes on
the ways they organize and present their information. Assess
their methods, relative strengths, and weaknesses. Use this
research to create your site architecture by combining their
best ideas and avoiding their mistakes. Also consider other

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© 2012 Lisa Shepherd