When is the last time you surfed a b2b website that satisfied you with useful content, clever navigation, and extras you simply did not expect? In my case, it’s been a while. While many consider the net the "great equalizer", affording even smaller companies the same web presence of much larger organizations, the questions beckons – equal to what? Mediocrity. Without conducting any scientific polls, it seems a vast majority of sites are online brochures, information repositories at best.  Creating compelling web content is primarily a matter of taking the time to find out what your site visitors want and crave when they come to you. Why are they going to your site in the first place? If the site is your introduction to the outside world then why do you want it to replicate something found on marketing slicks or brochure-ware.  Beyond applying creative writing skills, why not try adding value from a content perspective as well (this lies in vast contrast to “dolling” up the site with sophisticated graphics and animation – read cumbersome to load). A great example is Esquire Innovations’ site that houses a collection of content designed to enhance the user’s overall knowledge of how to use not only the company’s document production tools, but in general be more diligent when it comes to the topic.  There’s no hidden agenda, no hard selling, just useful information, and, more importantly to me, the content gives you a good flavor of what the folks behind the words are like and how they might engage you as a client, prospect or whatever. 

Have you seen any great sites lately? Let us know…