25 Questions for a Powerful B2B Website Strategy

Most business owners and marketers know the importance of setting objectives and selecting appropriate strategies. Why then do so many business-to-business companies skip this step when they update or replace a website?

Whatever the reason, skipping over the website strategy step is sure to result in an inferior website. So, take the time to plan, review and answer the following questions. This not only stimulate your thinking, it will also provide a very useful guide for designers, copywriters, webmasters and anyone who needs to understand how well the website is performing.

Website Objectives


1. What’s the main objective of your new site?


2. What are the secondary objectives?


3. Why are you replacing your current site?


4. What actions do you want your visitors to take?


Website Audience


5. Who is your target audience?


6. How do they make a buying decision?


7. What questions are they likely to have about you and your product or service?


8. What risks do they perceive in buying your product?


Website Metrics


9. How will you measure the success of your site?


10. What business contribution metrics will you track?


11. What site performance metrics will you track?


12. How will you get user feedback?


13. What analytics tool will you use?


Competitors


14. Who are your top 3 – 5 competitors?


15. How does their web presence differ from yours?


16. What calls-to-action do they include on their website?


17. How easy is it to find your way around the site?


18. What is their primary messaging?


19. What do you like and dislike about the sites?


Website Strategies


20. How will you answer your visitors’ questions?


21. How will you remove their perceived risks?


22. How will you be found by the search engines?


23. How will you drive traffic to the site?


24. How will you obtain contact information from your visitors?


25. What areas will you optimize to promote conversions?

There are many more questions you can ask and answer when creating your website strategy. The ones in this article could be considered the minimum. Please don’t skip this step. When you see the difference it makes in your website’s performance, you’ll be glad you took the time.

© Tatum Marketing Inc. 2008