Building a B2B Home Page

[mandy]

In the B2B world (much more than the business-to-consumer world), your Web site contains a lot of glossy sales information. It's more akin to the traditional sales pamphlet and less transactional than in the B2C world. It's like a book, and the home page is the introduction and table of contents.

How is a book put together? The author doesn't throw every page on the floor in a pile and say "read whichever page you want." There's order, storytelling, and narrative. Similarly, a home page and a site need to tell various stories and explain your services in ways that make sense to your audience. If you only have one audience (such as large pharmaceutical companies), your entire site can serve this singular audience. If you have multiple audiences (verticals), create micro areas that tell the right story, in the right order, for that audience. The story omits unimportant details and highlights the important ones for that audience...

full article: http://clickz.com/showPage.html?page=3625183