Most websites look and sound the same—professional, but boring. With 9 out of 10 B2B buyers visiting your website early in the sales cycle, a persuasive website should be one of the easiest ways to stand out.

Unfortunately, most advice on optimizing your web presence is geared towards short-cycle, low-cost, B2C sales. A B2B website has a heftier task—to establish credibility, quality, differentiation, and fit, all while furthering a client relationship.

In this workshop, you will learn:

• What information should be included on your website, and how to decide
• Frameworks for site structure, navigation, and page layout that encourage visitors to keep reading more
• How to incorporate SEO and UX design without compromising your message
• Advice for managing web and marketing specialists to ensure best results

Most importantly, you will get an intellectual structure to understand how a website works, how your clients use it, and what place it has in your business—which will help you make decisions about your web presence down the road.

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