As B2B companies staked their claim on the internet with their first websites, they typically started with the basics: a homepage, an about-us page, and a contact page. And if they were really pioneering at the time, they listed their products in an online catalog so that visitors could make an online purchase or request a quote.

And for a lot of companies, that type of website served its purpose as an online calling card to which they could refer potential customers and drive traffic via SEO and other internet marketing efforts. Considering how the web has grown and how buyer search behaviors have changed with technology, is this all you need from your website?


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It’s likely that you have added more to your online presence and your website capabilities at this point. If you’ve made use of social media, marketing videos, blogs and articles, then you have a fairly comprehensive range of content.

But for all the time, money, and effort you’ve put into creating that content, is it delivering satisfactory results? Have you gained enough of a return to justify what you’ve spent to create and maintain everything that’s on and leads to your website?

And one more question to think about: does your website have what you would consider to be an advanced website design?

An advanced website design means that your website not only looks great, it means it does a lot of work for you and generates a return all on its own. Your website, by nature of its setup, content, and function, acts as a 24/7 member of your sales and marketing team.

An advanced website design, and all its features, should be focused on driving conversion. Whether your prospect visits at an early point in their buyer’s journey to get more information on just one feature of your product or service, or if it’s one of the last places they visit to make contact with you, your website should be designed and developed to serve qualified prospects at varied and multiple steps in their sourcing process, right up to the point when they engage and buy.

Your website should have automated features, content that’s relevant to your prospect’s buying journey—that will assist their research and accelerate their decision making—and clear incentives, prompts, and calls-to-action that move them along your sales funnel.

After reading this, take another look at your current website and think about how much you’re putting into it and your overall marketing spend. Are you due for an upgrade to a more advanced design and marketing approach?