翻译：4: Mobile optimization

More likely than not, your visitors are on a mobile device. Provide them with a satisfying experience. 

Interactivity. The brochure-ware days are over. Make it easy for visitors to get in touch. Don’t bury your contact information at the bottom; bring it forward, ideally to the heading on every page. 

Install a chatbot to answer real-time questions and gather visitor data. Back it up by a human, if appropriate. 

On the home page and elsewhere, add an offer, a call to action and a landing page with a data-capture form. If the offer is of sufficient interest, a small but steady percentage of visitors to your site will fill out the form and leave behind their contact information.

Treat that data as an inquiry and run it through your normal qualification and nurturing process. Add similar offers throughout your site, varying the deal to suit the surrounding content. Install IP address identification software that lets you learn the domain name of business visitors to your site. You won’t know their actual names, but you will know the firms they represent.

You can do a look-up by hand or use automated processes from providers like NetFactor. Once you know which companies are researching information on your site, your team can reach out and offer to help. 
5: Ecommerce

As younger people enter the buying group, buying behavior is changing — fast. These folks expect to do just about everything online and they want a speedy, intuitive experience and secure payment options. 

Examine your customers’ buying processes and identify areas that can be automated. You may not be selling online end-to-end, but surely you can enable pieces of the journey, like quotes, purchase orders, contract pricing, channel partner support, order approvals, cross-sell and upsell, licensing, renewals, reactivation, winback, etc. There are more options than you may think.

Ecommerce is perfect for selling low-margin replacement parts, financing solutions and warranties. Ensure your technology supports multiple languages and currencies and complies with multi-country tax and privacy practices. 
6: Community

Community is a hot topic in B2B today and worth considering. Buyers want to learn from their peers, so the more you can help them, the better off they — and you — will be.

Building or sponsoring a community pays off in myriad ways. Communities can be organized as small, invitation-only groups or big public forums. Their purpose can be peer-sharing, networking, education, support — the sky’s the limit. 
7: Management and maintenance

For any sizable firm, website decision-making can be a huge headache. Is the headquarters in charge of website management worldwide? Is the site produced by marketing or corporate communications or sales? What about foreign divisions? These questions must be addressed clearly, at the outset. 

When it comes to maintenance, regularly scheduled attention is essential. Calendar and assign responsibility to specific people. Make sure they review copy for needed updates or strategic changes.

Fix broken links. Survey constituents for their input. Monitor site traffic patterns and continuously use this data to improve content and navigation. 

Dig deeper: 5 ways to harness AI in B2B content creation
Marketers are getting the message

More B2B marketers plan to invest in their websites this year than in any other marketing activity, even more than retargeting, social media and email, according to the Benchmark Survey from Demand Gen Report — heartening news. So, let’s get going on this!