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Market Smart: How to Gain Customers and Increase Profits with B2B Marketing

the CMS rather than having to call your web developer to
add every new press release and product update.

6. Plan ahead

The design and programming platform should take into
account future website additions, such as new sections,
pages, or functionalities. Plan now to avoid high costs in
the future.

Buyer-Focused Content

Design your site with buyers in mind—after all, they are the
type of visitors you’re trying to attract. Too often, companies
get caught up in the bells and whistles of website design and
neglect the fundamental function of a website: communicating
your message to buyers.

Buyers search on the Internet and visit company sites, because
they are looking for solutions. They have a time-sensitive
agenda with little room for aimless exploring. While different
types of buyers have different needs, all buyers want to
work with companies who “get” them. They are more apt
to investigate websites that speak directly to their unique
situation, challenges, and goals. The tone of your copy plays
a big part in this.

Calls to Action

Once a buyer has visited your website and determined that
they are interested in what you offer, they want to know what to
do next. This is why every webpage needs a call to action—a
box, button, or link that says “do this now!”

A standard “telephone us for more information” button is a
basic necessity. A more effective call to action is customized
to that exact page or to a targeted need. Specific actions like

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© 2012 Lisa Shepherd