The Essential Role of a Website Strategist in B2B Web Design Success

Updated on
January 7, 2024

When aiming to create a website that sells effectively, it is crucial to understand that design alone is not the primary factor. While design is important, it should not be the sole focus. A well-rounded approach that prioritizes strategy, messaging, wireframes, visuals, and design will lead to a more successful outcome. Here's how you should allocate your time and resources:

1. Strategy (40% of your time)
The foundation of your website lies in its strategy. Dedicate a significant portion of your time to defining the core objectives and goals of your site.

- **Objective Clarity**: Clearly outline what you aim to achieve with your website. Is it to generate leads, sell products, provide information, or build a community?
- **Communication Goals**: Identify the key messages you want to convey. What do you want your visitors to understand and feel when they visit your site?

### 2. Messaging (20% of your time)
Effective messaging is vital for engaging visitors and conveying the value of your offerings.

- **Unique Benefits**: Determine the order in which you will present your unique selling points. What makes your product or service stand out?
- **Value Proposition**: Craft compelling and concise statements that clearly articulate the value your product or service provides.

### 3. Wireframes (10% of your time)
Wireframes serve as the blueprint for your website’s layout and user experience (UX).

- **User Experience**: Design the user journey to align with your goals. Ensure the navigation is intuitive and the flow of information is logical.
- **Conversion-Focused Layouts**: Create sections that not only look good but also drive conversions. Each section should have a purpose and contribute to the overall story you want to tell.

### 4. Visuals (10% of your time)
Visual content is a powerful tool for showcasing your products and unique benefits.

- **Product Display**: Present your products in the best possible light. Use high-quality images and consider how they can demonstrate unique features.
- **Benefit Visualization**: Use imagery to reinforce the benefits of your product. Visuals should complement and enhance your messaging.

### 5. Design (10% of your time)
Finally, focus on the design aspect, ensuring it complements the foundation you’ve built with the previous steps.

- **Basic Principles**: Stick to the basics of good design and utilize industry best practices. This includes maintaining a clean layout, consistent typography, and a cohesive color scheme.
- **Supportive Design**: Remember, design is the visual representation of your strategy and messaging. It’s essential, but it should support, not overshadow, the core elements of your website.

### Why This Approach Works
Design is akin to the walls and roof of a building, providing structure and appeal. However, without a solid foundation—comprising strategy, messaging, wireframes, and visuals—the design alone cannot sustain the website’s purpose.

Prioritizing these foundational elements ensures that your website not only looks good but also functions effectively, communicates clearly, and achieves its intended goals. By focusing on the right aspects in the right proportions, you build a robust, goal-oriented website that sells.

Understanding the Role of a Website Strategist

A Website Strategist is a professional responsible for planning, developing, and managing the overall strategy for a website. This role focuses on aligning the website's design, content, and functionality with the business goals and user needs to create an effective online presence. The strategist ensures that the website not only looks appealing but also drives traffic, engages visitors, and achieves the desired outcomes, such as increased sales, lead generation, or enhanced brand awareness.

Strategic Planning

  • How a Website Strategist identifies business goals and objectives.
  • The process of mapping out a strategic plan for the website.
  • The role of market research and competitor analysis.

User Experience and Design Focus

  • The importance of user experience (UX) in B2B websites.
  • How the strategist ensures the website design aligns with business branding and user needs.
  • The balance between aesthetics and functionality.

Content Strategy

  • The development of a content strategy that resonates with B2B audiences.
  • Importance of relevant, informative, and engaging content.
  • SEO considerations and content optimization.

Conversion Optimization

  • Strategies to turn website visitors into leads or customers.
  • Techniques for effective Call-to-Actions (CTAs), landing pages, and lead capture forms.
  • The role of analytics in understanding user behavior.

How to communicate the value proposition of a complex product and its functionality on a website?

Use the 'before-after' approach, where instead of trying to list features, you focus on the core job to be done.

The "Before-After" approach outlined is a powerful storytelling and communication strategy, especially effective in elucidating the value proposition of complex products or services. This method shifts the focus from the technical specifications or features of the product to the tangible benefits and improvements it brings to the users' lives or workflows. By illustrating the contrast between the cumbersome processes before the product's integration and the streamlined, efficient procedures afterward, you can vividly highlight the product's impact. Let's delve deeper into why this approach is beneficial and how it can be optimized for maximum effect.

Understanding the "Before-After" Approach

**1. Relatability**: The "Before" scenario typically resonates with the target audience because it mirrors their current challenges and frustrations. This familiarity breeds a connection, making the audience more receptive to the solution being presented.

**2. Highlighting Pain Points**: By detailing the inefficiencies of the current method ("Before"), the approach naturally accentuates the need for a solution. This sets the stage for your product as not just a nice-to-have but a necessity.

**3. Showcasing Transformation**: The "After" segment offers a clear and compelling picture of the possible improvements and benefits, making the value of the product tangible. This transformation story is not only easier to remember but also more persuasive.

**4. Simplifying Complexities**: Complex products often suffer from communication barriers, where potential users are overwhelmed by technical jargon or the breadth of features. The before-after narrative simplifies this by focusing on outcomes rather than specifications.

### Applying the "Before-After" Approach to a Digital Petty Cash Management Platform

When applying this method to a digital petty cash management platform, you effectively demonstrate how the technology transforms a traditionally tedious and error-prone process into a seamless, efficient, and user-friendly experience. This transformation narrative not only highlights the platform's value proposition but also makes it relatable to the target audience by addressing their specific pain points.

Optimizing the Approach

To optimize the "Before-After" approach, consider the following strategies:

**1. User Testimonials**: Incorporate real user testimonials that echo the "Before" challenges and "After" relief. This adds credibility and a human element to the story.

**2. Visuals and Demonstrations**: Use visuals, animations, or even short demo videos to illustrate the before-after transformation. Visual storytelling can be particularly effective in making the benefits more concrete and understandable.

**3. Metrics and Results**: Where possible, include data or metrics that quantify the improvements brought about by your product. For instance, mention the reduction in expense processing time or the decrease in errors.

**4. Continuous Storytelling**: Use this approach across various communication channels — be it your website, presentations, marketing materials, or social media. Consistent messaging reinforces the story and deepens its impact.

**5. Focus on the Job-to-Be-Done (JTBD)**: Align the narrative with the core JTBD, ensuring the story revolves around how the product effectively addresses this central need.

The "Before-After" approach is not just a marketing tactic; it's a powerful communication tool that helps bridge the gap between complex products and their potential users. By focusing on the job to be done and demonstrating how your product transforms existing processes, you create a compelling narrative that resonates with your audience. This strategy is particularly effective for products like digital petty cash management platforms, where the value can be dramatically showcased through the contrast between the inefficient "before" and the streamlined "after" scenarios.

Technology and Innovation

  • Decisions regarding the use of technology on the website.
  • Keeping up with digital trends and integrating innovative solutions.

Analytics and Performance Measurement

  • How website performance is tracked and measured.
  • The use of analytics to inform strategy adjustments.
  • Regular reporting and communication with business stakeholders.

Ongoing Website Management and Evolution

  • The role of the strategist in website updates and maintenance.
  • Planning for long-term growth and scalability of the website.

Case Studies

  • Real-world examples of successful B2B website strategies.
  • Insights into the challenges faced and how they were overcome.


  • Summarizing the critical role of a Website Strategist in the success of a B2B website.
  • Final thoughts on the evolving nature of digital strategy in the B2B space.

This blog structure provides a comprehensive insight into the multifaceted role of a Website Strategist, emphasizing their importance in crafting effective B2B websites that not only look great but also perform exceptionally in achieving business objectives.

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