Welcome!

Microservices Expo Authors: Stackify Blog, Elizabeth White, Dalibor Siroky, Pat Romanski, Liz McMillan

Related Topics: Microservices Expo

Microservices Expo: Blog Feed Post

Fixing Your B2B Website

Messaging: Still the real gold of any marketing effort.

 As a PR pro, I am often asked to review and comment on existing websites. In many cases, a company has just plunked down thousands of dollars on a website makeover only to find the results disappointing (at best).

No wonder. Websites are often designed and created by HTML or PHP experts, not marketing pros. The end result is a site with lots of animation, java-run menus and clickable pages. It may also have a smattering of imbedded SEO code or even an associated blog. Unfortunately however, coding experts rarely have the marketing expertise to ensure the site’s success.

With that in mind, here are some things to consider when developing a website for your B2B business.

1. Home Page: Websites are like a book.

Is This Your Home Page?

 

If you were looking for a book to read, would you pull one off the shelf and immediately jump in to the middle and start reading? Of course not. You would first look at the cover. Then perhaps you’d glance at the back of the book or the inside jacket to see a picture of the author.

In the same way, a website’s home page must be inviting. Pictures are good – especially of people. Words are ok but white space is better. Most importantly, it must clearly tell the visitor that he has arrived at the right destination.

2. Messaging: Still the real gold of any marketing effort.

Decide who you (your company) are, what value you provide and how you differ from the competition. You may have only seconds to grab a visitor’s attention so be sure your positioning and key messages are concise and clearly visible on the page. Have someone from OUTSIDE your industry proofread the copy on the page. If they don’t get it right away, chances are, there is too much industry jargon being used.

3. Clarity: Bullet points and highlights.

Messages get lost in long worded paragraphs. Whenever possible, make each web page easy to scan. Use bullet points. Highlight important words or concepts. Repeating keywords is not only an SEO strategy – it also helps underscore your messages.

4. SEO: It’s not just inserting keywords.

Marketers have always relied on PR pros to create effective copy. Now that copy must also provide SEO value. Putting these two requirements together – sharp inviting copy AND SEO-rich content – is a real craft, but essential. Nailing this requirement will have a real impact on the effectiveness of the site.

5. Video: An enormously effective sales tool.

There is a reason why imbedded video has become such a hot item in the world of web marketing. It works. It can add a human element to a cold site. It can also serve as the perfect vehicle for quickly explaining complex concepts. Video testimonials from current customers or product users can be invaluable. Best of all, it doesn’t have to be an expensive proposition. In fact, today’s esthetics oftentimes favor sincerity over polish.

6. Conversion: Finally, a way to measure success.

Measuring marketing success has never been easy…until now. By building in to your site smart conversion strategies you not only measure how many people visited your site, but how many of these visitors turned into actual customers. A conversion page on an e-commerce site is easy – it’s the page where they order product. But on a B2B site with no shopping cart, you will have to be a bit more clever. Perhaps you track those that went from a product page to a contact page – or maybe you offer a downloadable document that provides sales lead information.

The bottom line is that a successful website must have more than information. It must be inviting and provide convincing messages in an easy to scan format. It must be enjoyable to visit and easy to measure. And that takes more than proper coding.

Read the original blog entry...

More Stories By Brad Brenner

Brad Lee Brenner is a master blogger, radio host and founder of Brenner Associates, a public relations / communications firm headquartered in Portland, Oregon. Over the past thirty years, Brad has written hundreds of articles that have been published in trade journals, newspapers and online news sources. His focus of expertise includes technology, the medical industry and communications for the digital age.

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


@MicroservicesExpo Stories
It has never been a better time to be a developer! Thanks to cloud computing, deploying our applications is much easier than it used to be. How we deploy our apps continues to evolve thanks to cloud hosting, Platform-as-a-Service (PaaS), and now Function-as-a-Service. FaaS is the concept of serverless computing via serverless architectures. Software developers can leverage this to deploy an individual "function", action, or piece of business logic. They are expected to start within milliseconds...
As DevOps methodologies expand their reach across the enterprise, organizations face the daunting challenge of adapting related cloud strategies to ensure optimal alignment, from managing complexity to ensuring proper governance. How can culture, automation, legacy apps and even budget be reexamined to enable this ongoing shift within the modern software factory? In her Day 2 Keynote at @DevOpsSummit at 21st Cloud Expo, Aruna Ravichandran, VP, DevOps Solutions Marketing, CA Technologies, was jo...
The nature of test environments is inherently temporary—you set up an environment, run through an automated test suite, and then tear down the environment. If you can reduce the cycle time for this process down to hours or minutes, then you may be able to cut your test environment budgets considerably. The impact of cloud adoption on test environments is a valuable advancement in both cost savings and agility. The on-demand model takes advantage of public cloud APIs requiring only payment for t...
You know you need the cloud, but you’re hesitant to simply dump everything at Amazon since you know that not all workloads are suitable for cloud. You know that you want the kind of ease of use and scalability that you get with public cloud, but your applications are architected in a way that makes the public cloud a non-starter. You’re looking at private cloud solutions based on hyperconverged infrastructure, but you’re concerned with the limits inherent in those technologies.
Is advanced scheduling in Kubernetes achievable?Yes, however, how do you properly accommodate every real-life scenario that a Kubernetes user might encounter? How do you leverage advanced scheduling techniques to shape and describe each scenario in easy-to-use rules and configurations? In his session at @DevOpsSummit at 21st Cloud Expo, Oleg Chunikhin, CTO at Kublr, answered these questions and demonstrated techniques for implementing advanced scheduling. For example, using spot instances and co...
The cloud era has reached the stage where it is no longer a question of whether a company should migrate, but when. Enterprises have embraced the outsourcing of where their various applications are stored and who manages them, saving significant investment along the way. Plus, the cloud has become a defining competitive edge. Companies that fail to successfully adapt risk failure. The media, of course, continues to extol the virtues of the cloud, including how easy it is to get there. Migrating...
For DevOps teams, the concepts behind service-oriented architecture (SOA) are nothing new. A style of software design initially made popular in the 1990s, SOA was an alternative to a monolithic application; essentially a collection of coarse-grained components that communicated with each other. Communication would involve either simple data passing or two or more services coordinating some activity. SOA served as a valid approach to solving many architectural problems faced by businesses, as app...
Some journey to cloud on a mission, others, a deadline. Change management is useful when migrating to public, private or hybrid cloud environments in either case. For most, stakeholder engagement peaks during the planning and post migration phases of a project. Legacy engagements are fairly direct: projects follow a linear progression of activities (the “waterfall” approach) – change managers and application coders work from the same functional and technical requirements. Enablement and develo...
Gone are the days when application development was the daunting task of the highly skilled developers backed with strong IT skills, low code application development has democratized app development and empowered a new generation of citizen developers. There was a time when app development was in the domain of people with complex coding and technical skills. We called these people by various names like programmers, coders, techies, and they usually worked in a world oblivious of the everyday pri...
While some developers care passionately about how data centers and clouds are architected, for most, it is only the end result that matters. To the majority of companies, technology exists to solve a business problem, and only delivers value when it is solving that problem. 2017 brings the mainstream adoption of containers for production workloads. In his session at 21st Cloud Expo, Ben McCormack, VP of Operations at Evernote, discussed how data centers of the future will be managed, how the p...
From manual human effort the world is slowly paving its way to a new space where most process are getting replaced with tools and systems to improve efficiency and bring down operational costs. Automation is the next big thing and low code platforms are fueling it in a significant way. The Automation era is here. We are in the fast pace of replacing manual human efforts with machines and processes. In the world of Information Technology too, we are linking disparate systems, softwares and tool...
DevOps is good for organizations. According to the soon to be released State of DevOps Report high-performing IT organizations are 2X more likely to exceed profitability, market share, and productivity goals. But how do they do it? How do they use DevOps to drive value and differentiate their companies? We recently sat down with Nicole Forsgren, CEO and Chief Scientist at DORA (DevOps Research and Assessment) and lead investigator for the State of DevOps Report, to discuss the role of measure...
DevOps is under attack because developers don’t want to mess with infrastructure. They will happily own their code into production, but want to use platforms instead of raw automation. That’s changing the landscape that we understand as DevOps with both architecture concepts (CloudNative) and process redefinition (SRE). Rob Hirschfeld’s recent work in Kubernetes operations has led to the conclusion that containers and related platforms have changed the way we should be thinking about DevOps and...
"As we've gone out into the public cloud we've seen that over time we may have lost a few things - we've lost control, we've given up cost to a certain extent, and then security, flexibility," explained Steve Conner, VP of Sales at Cloudistics,in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
These days, APIs have become an integral part of the digital transformation journey for all enterprises. Every digital innovation story is connected to APIs . But have you ever pondered over to know what are the source of these APIs? Let me explain - APIs sources can be varied, internal or external, solving different purposes, but mostly categorized into the following two categories. Data lakes is a term used to represent disconnected but relevant data that are used by various business units wit...
With continuous delivery (CD) almost always in the spotlight, continuous integration (CI) is often left out in the cold. Indeed, it's been in use for so long and so widely, we often take the model for granted. So what is CI and how can you make the most of it? This blog is intended to answer those questions. Before we step into examining CI, we need to look back. Software developers often work in small teams and modularity, and need to integrate their changes with the rest of the project code b...
"I focus on what we are calling CAST Highlight, which is our SaaS application portfolio analysis tool. It is an extremely lightweight tool that can integrate with pretty much any build process right now," explained Andrew Siegmund, Application Migration Specialist for CAST, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"Cloud4U builds software services that help people build DevOps platforms for cloud-based software and using our platform people can draw a picture of the system, network, software," explained Kihyeon Kim, CEO and Head of R&D at Cloud4U, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Kubernetes is an open source system for automating deployment, scaling, and management of containerized applications. Kubernetes was originally built by Google, leveraging years of experience with managing container workloads, and is now a Cloud Native Compute Foundation (CNCF) project. Kubernetes has been widely adopted by the community, supported on all major public and private cloud providers, and is gaining rapid adoption in enterprises. However, Kubernetes may seem intimidating and complex ...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm. In their Day 3 Keynote at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, and Mark Lav...