15 Tactics to Scale Your Trade Show Marketing Strategy
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Outdated / Weak or No SEO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
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
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
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
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
60.
61.
62. Conclusion — Your Visibility Checklist
Clear Messaging and Professional Imagery
Responsive Design
Educational Content
SEO Strategy
Offer Strategy