HubSpot’s recent chart of the day shows the importance of specific website elements according to buyers of B2B services.
I was happy to see that of the 10 elements shown in the chart, 7 are standard elements that we Duct Tape Marketing folks have been recommending folks include in their standard Marketing Kit (and websites) for a while now.
As the analysis in the HubSpot post points out, the top three elements (Service descriptions , Description of industries served, Success stories / case studies) are really expected elements these days, particularly for professional service firms.
The interesting thing about the chart is the level of importance to buyers of such things like a client list (people want to know you help people like them), whitepapers, presentations, etc. (people want you to demonstrate your expertise), and news items (people want to know that others recognize your expertise).
Although not in the analysis, I believe that professional service firms that include more of these additional items on their website tend to update their site more frequently vs. those who build it and forget it. I find these folks tend to have a more systematic approach to marketing because they are regularly creating content (presentations, news stories) and leveraging the effort spent creating them by including them on their web site.
Click here to view the chart and HubSpot’s analysis of the data.
How many of these items do you have on your website?
Need help assessing your marketing materials?
Bill Brelsford Small Business Marketing Consultant
