Gartner Research

Focus Your Website on the Needs of Your Target Audience to Improve Demand Generation

Published: 08 February 2019

ID: G00373135

Analyst(s): Mark Stanyer, Ray Pun, Jen Singleton

Summary

Effective websites are a critical responsibility of the marketing function. Technology product marketers must create website messaging that creates an impact and clearly aligns with the prospects needs instead of self-promotional content.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Clearly Articulate Your Value Proposition
  • Building a Website Starts With Who Its For
    • Define Your Target Audience
  • Great Websites Capture Attention
  • Create Impact by Identifying the Problems You Solve
    • Value Exchange
  • Identify What You Do
  • Be Different
  • Present the Pathway to the Outcome
  • Other Critical Considerations
    • Website Hierarchy and Navigation
    • Calls to Action (CTAs)
  • Summary

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