Often the effectiveness of an ecommerce website is less a product of its overall appearance and more an issue of effective content presentation. Being a web design firm, we see our fair share of companies itching to redevelop an entire website regardless of the extensive time (not to mention monetary) commitment involved in that process. Fortunately, there are more cost effective ways to improve design and content presentation that won't break the bank.

Over the years, I have prepared hundreds of Baseline Website Assessments for prospects and customers, analyzing various aspects of existing websites. It’s just a normal thing we do to understand website performance and how to improve results. In doing those reviews, I have learned the importance of little things as they relate to how well a website performs on the Internet once it’s developed and launched.

B2B companies often face different challenges than B2C companies when it comes to effectively marketing their product or service. Some of these differences might include the level of purchase involvement and the purchase process, the type of customer and the customer’s familiarity with the product, service, and industry. B2B companies often deal with more involved purchases and longer buying cycles. Their customers are other businesses who may be more familiar with the product or industry than the average consumer, and they’re often looking for more than a one-time transaction.