What are the 5 things that B2B websites always get wrong?
January 25, 2012 9:23 AM
As B2B marketers, we invest a big lump of our marketing budgets in our websites. Of course we do. But with so much investment going into them, you would have thought that we would have learned by now the pitfalls that lie in wait for the team planning it.
I was recently talking to Paul Hatcher, our Head of Digital Planning, who surprised me by saying that the same mistakes get made time and time again.
Which means websites end up costing more, taking longer, and delivering less.
So I asked Paul if he would spend a little while writing up these mistakes and explaining how digital marketers could avoid them. Paul has been central to hundreds of B2B website projects over the years and has seen it all happen, and I was keen to share Base One knowledge with our friends via the Beyond blog. He explained that he's made his fair share of mistakes too, but the point is that we're trying to learn from the experience!
Two days later a comprehensive and splendidly written whitepaper dropped into my inbox - and this is my chance to pass it on to you.
Download The Big 5 Mistakes: How Not To Make An Effective B2B Website here. And I hope it helps you get more out of your next project.