The three most important questions when planning a website

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You want to set up a new website for your B2B company, or your current internet presence needs a facelift? An agency can help you with this extensive project. So that your selected agency can work in your interests and has a clear picture of what makes your company what it is and what is important for your website, you should think about the answers to the following important questions:

Who is my target group and what does my customer structure look like?

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It is also important for B2B companies to know who the people are who they are trying to attract with their website. The layout of the website, the tonality of the texts and the functions the website offers depend on this.

  • What branch does my target group come from?
  • What kind of companies do I want to attract? Are they big, established organizations or am I aiming to attract start-ups?
  • What are the concrete needs and problems of the people I am aiming to reach out to?
  • What is the buying behaviour of my customers and how often do they buy something?
  • Who makes the buying decisions and influences them? Am I addressing a price-conscious buyer or a production manager, who is mainly interested in the functionality and reliability of a product?

What makes my company and my product special? Why do my customers buy my products and not those of my competitors?

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Here we differentiate between the unique selling point (USP) and the emotional selling point (ESP):

  • Products from different suppliers are often very similar or even interchangeable. What is the USP of my product which offers my customer the decisive advantage over competitors’ products? This should be clearly emphasized on your website.
  • What is my ESP, where people connect certain values and feelings with my products and create an emotional link with my brand? What is our corporate identity like and how do we want to be perceived? The answers to these questions also answer the question as to what my website should look like.

What is the aim of my website?

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It is as normal for a company to have a website as it is to have a letterbox. However, it is still important to ask the question as to why we have our website. What do we hope to achieve with it? Which functions do we need, for example an online shop or a download area? The possible aims of a website could be:

  • To generate leads and gain customers
  • To find new employees
  • To answer customers’ or potential customers’ questions  and reduce telephone enquiries, for example by using pictures, videos or texts
  • To build up a brand
  • The direct sale of products

The answers to these first important questions provide a framework for the planning of a website, within which everything else takes place. Before the new website is finished, there will be many detailed questions to clarify and answer. All decisions made regarding these details should always conform to the answers given to these three most important questions. If you use an experienced agency for your project planning, you can be sure that the finished website will fulfil your expectations and help you to achieve your corporate goals.

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