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Purpose:
This paper is a series of steps with one goal in mind: to build an efficient, engaging B2B
marketing web site. Our experience in the Internet world lies principally with the B2B
community. The principles and steps outlined in this paper can easily be applied to B2C or ecommerce
sites. The Rules will not touch heavily upon databases, dynamic sites, content
management systems or other technical issues. We are focused on the general construction
principles that guide us as we work with our clients. The Rules of Engagement are so named due to our belief that users need to be engaged
with design, development and content that are targeted at them, not a general segment of the
public. The general public doesn’t come to a B2B site; people who are looking for something
from that company come to the site. If you engage them with content and offers that they
need, they will give their strategic data to you, allowing them to be qualified, incubated and
ultimately converted into customers. The Rules of Engagement have been a six-year evolutionary process. Each has been worked
out over time, and together they have resulted in sites that are successful and effective.
When our system is introduced to new or prospective clients, it is received well because they
see not only how to build this tool, but also that it is built with a purpose. Effective Web sites
The Rules are a simple strategy that, when followed, will produce a successful and effective
web site. An effective web site is one that attracts prospective customers and converts a
certain percentage of them to sales leads. If users are coming to your site but none are
being converted, your site is not effective. At some point in the process you will sit down and
set some realistic goals for the site, but they must be monitored closely. Keeping this in mind,
it’s time to learn the Rules. However, before we start introducing our “Rules of Web Engagement,” it’s essential to take a
quick look at the Ten Most Common Mistakes that happen to web sites... Lack of Overall Strategy
These dinosaurs once roamed far and wide, usually looking pretty and flashy, but with no real
purpose. They still exist in great numbers. No Clear Objectives or Definition of “Success”
Someone decided that they needed a site and rushed out and got one. So it was built with no
idea of what the company did or what to do if someone did wander across it. No Integration with other Marketing Activities … Web Site is often an Island
Usually the site is excluded from marketing plans or ideas; hence it sits quietly, alone. No Plan to Drive Prospects to the Site
If somebody stumbles on it by accident, it must be working. Wrong People Deciding on Content
Sure, you know what your company does ...but what about the user? << previous | next >>
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