B2B Website Best Practice Resource. Go to http://www.brainrider.com/resource/b2b-website-best-practices/ to download a copy and find more lead generation and nurturing resources.

1. Better B2B Marketing Series
MARKETING PLANS WEBSITE DESIGN LEAD GENERATION CONTENT RESOURCES BLOG 386 Huron Street
Toronto, ON M5S 2G6
416.900.3310
“Whydo you have a website? What's your goal?
In other words, when it's working great, what specific outcomes will occur?” Seth Godin
If the purpose of your website is B2B lead generation and nurturing then it’s design, content, and functionality needs to
help you attract, acquire, engage and qualify sales readiness. If your website is not attracting or acquiring enough
prospects, you should consider a Brainrider redesign.
B2B Website Best Practice #1: More effective calls-to-action
If your objective is to increase prospect acquisition, then your
website needs more effective calls-to-action. Three great ways to
optimize your calls-to action include:
 More prominent and visible call-to-action placement
 Using multiple calls-to-action per page
 Targeting different levels of engagement: from “Contact
Us” to “Subscribe to Our Newsletter”
In this example, Livingston International dramatically increased
their opt-in rate with a prominent “Get a Quote” button in their
navigation and sidebar. In addition, they added tiered calls-to-
action ranging from “Sign-up for a Webinar” to “Download Featured Content” to “Contact Us” and a hello bar at the top
of each page.
B2B Website Best Practice #2: Make it easy to find what customers want to know
To attract more qualified prospects, you need to regularly publish
content that demonstrates your subject matter expertise. This
content should be valuable to your customers and easy to find on
your website. It should also be:
 Focused on your customers’ needs and pains
 Organized by subject area instead of format
 Published using an RSS feed, so search engines see a
quality content source
 Optimized in its titles, descriptions, and keywords
 Connected with what your customers are actually
searching for
In this example, Empathica improved their content engagement and keyword density by publishing their subject matter
expertise on a regular basis.

2. Better B2B Marketing Series
MARKETING PLANS WEBSITE DESIGN LEAD GENERATION CONTENT RESOURCES BLOG 386 Huron Street
Toronto, ON M5S 2G6
416.900.3310
B2B Website Design Example #3: Customer-focused navigation and content
Make sure the menu items in your navigation are designed to help
your prospects find what they are looking for at each stage of their
decision process. Along with “About Us” content, make sure you
are providing:
 “How to understand my problem” content
 “How to solve my problem” content
 “How to buy from you” content
In this example, Hubwoo helps more prospects find the content
they are looking for by organizing their navigation against specific
targets and decision stages.
B2B Website Design Example #4: B2B search engine optimization (SEO)
B2B SEO has to work smarter than B2C SEO because the B2B
decision process is often more complex than buying a “Little Black
Dress” or a “Black Tuxedo”. B2B keywords typically:
 Have lower search volume
 Have longer keyword strings
 Are focused on niche subject areas
The good news is that you don’t need “blackhat” SEO tactics or
expensive SEO consulting to succeed. But you do need good on-
page SEO hygiene and content that targets what your prospects
are searching for.
In this example, STR Software significantly increased their site traffic by optimizing their on-page SEO using
WordPress and publishing keyword rich content in their page title, URL, H1 tags, and in their body copy.
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