One thing I can assure you about marketing your business is that it’s a neverending treadmill of change.
When it comes to website technology, there is not a lot of earth-shaking change happening. WordPress is still the #1 platform for building dynamic websites. Google is still the #1 search engine, and the cell phone is still about 1/2 of the traffic viewing a website. Depending if you are B2b or B2c that can change, but not so dramatically that you have to change everything.
In the case of consumer websites, e-commerce is king. Their websites have to make finding, saving, and buying items the most important function that a website can provide.
In the business-to-business space, it’s different. More often than not, your end goal is human-to-human interaction. That means, you want to create as many opportunities to capture, names, have people fill out forms, and maybe even just email or call your company or individuals within it.
I think a modern B2b website needs to hit the viewer over the head with a problem-solution model that gets the visitor to say “Hey? That’s Me!” And then as quickly as possible, get them to initiate contact.
Anything viewed as a sales pitch will be met with hesitation at best, and a click away from your website at worst. I believe that you have to identify their problem, tell them they are not alone, and get them to take action. The goal should be to have the deeper dive be on the phone or a Zoom call and not simply reading more website copy.
“Perhaps all human interaction is about wanting and getting.”
– David Mitchell
In this episode, I will discuss how websites have pretty much remained the same, but how people are using them has evolved… It’s time for websites, content, and navigation to catch up!



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