Is your b2b Home page sticky? Does it have the search-satisfying glue of relevancy that confirms your prospect’s search and saves you from the click-of-death?

You’ve done everything right to get your prospect to your web page, but have you anticipated how they will read it? Your web site is not a book. Nobody starts at page one and reads every word.

Yesterday, my daughter was 34. Tomorrow, my son will be 36. We don’t make a big deal of birthdays any more, but, as I imagine most parents do, I always find myself flipping through mental albums of my adult kids as children.

The following is an overview of 12 basic steps to take in building your site. The size of your business and the nature/size of your target audience are immaterial. These provisions hold true, regardless.

I was doing a little online sleuthing this morning for a client in the technology consulting business, and I ran into—make that, stepped in—a pet peeve on four of seven websites. Grey text! Hundreds of pages needing a good soak in Grecian Formula.

“Why did you cap those words? You’re not writing German!” Seems like all the good copywriting lessons came early, in my far-off apprenticeship writing in a catalog house.

Your website is your trusted employee, working 24/7/365 to greet, guide, inform, persuade and convert your prospects and customers from around the world. What company persona does the site present to your visitors? Who meets them at your online door?

Back in the day, ad agencies in our town sent rookies to learn their chops at one of the big catalog houses. That’s where my first copy chief gave me the best advice that any writer, in any medium, could ever have: “Use only words that matter!”