ThomasNet’s Linda Rigano on B-to-B Web Site Design
We’ve all seen them, Web sites for B-to-B firms that are little more than the pages of the corporate brochure transformed into Web pages. Good Web site design and navigation isn’t predicated on having video demos, thousands of content pages or even a live chat feature. What’s at stake is presenting information on what your company sells, how your company can be reached and other key parts of the seller/customer relationship in a clear and compelling fashion.
This week, Target Marketing Tipline talks with Linda Rigano, director of strategic alliances and business development at ThomasNet, about best practices in Web design for B-to-B firms. ThomasNet connects industrial sellers and buyers through product information, news, research and lead-generation tools. In addition, it helps advertisers build microsites that incorporate online catalogs, computer-aided design drawings and e-commerce capabilities.
Target Marketing: What are two of the most common mistakes you see in B-to-B Web site design?
Linda Rigano: Based on over 40 workshops and talking to hundreds of industrial businesses, the biggest mistake, by far, is the company failing to design the Web site based on what … users want. Too many companies fall into the trap of designing a site based on what they think their potential customers want, and nine times out of 10 it is wrong.
TM: What are two best practices related to B-to-B Web site design?
LR: First, implement a tracking system if you don’t have one already, and after one month of Web site activity, review the data and ask yourself the following six questions:
1. How many visitors came to my site?
2. How long did they stay?
3. What pages did they view?
4. How many took an action?
5. Where did they come from?
6. What key phrases did they use?
Being able to analyze your Web site traffic is critical to growing your business online.