B2B Website Hacks (1 of 5): Start With Problems and Desires

Written by

Erik Schmidt

Make your B2B website suck less

Post 1 of 5

In this blog series, we’ll walk you through five opportunities to make your B2B website stand out—in a good way. Check back each week for the latest post.

You can also skip the line and get all the information right now in our free eBook, “Make your B2B website suck less.” The eBook elaborates on these ideas and offers action items that won’t cost you much time or money.

But wait, there’s more! Downloading the eBook will earn you a chance to win a marketing survival kit, which includes an REI Flash 18 backpack, a bundle of marketing survival gear, and a printed copy of the eBook to fondle and dog-ear all you want.

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Opportunity 1: Start with problems and desires

So: Why does your audience give a damn?
  1. You’re solving a problem for them.
  2. You’re making them feel good in the process.

When it comes to websites, too many of us are stuck in our own echo chamber: We build our sites according to what our C-suite thinks is snazzy, or what we personally would like to see as users. But your boss is not your audience. Neither are you. Your real audience needs a different kind of care, and that requires you to understand them.

There are tangible ways to get there.

What does Burns believe about websites?
 

Download the eBook for these tasty morsels:
  • Why we’re all emotional beings, even in B2B
  • How to incorporate personas into your site
  • What the data says about content customization
Download the eBook now