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DIGITAL MARKETING: Effective websites

B2B websites have improved greatly from their early incarnations which were often little more than on-screen brochures, full of tedious animation, turgid copy, and broken links. Moving on from this type of site, and getting B2B website design right, is not easy, but those who do it well testify that the improved results make it worthwhile.

Richard Bush, MD of agency Base One, comments, "In the B2B industry, the website is now the most critical part of the sales and marketing mix. The website is the place where dialogue begins; where enquiries are qualified, and where prospects are nurtured before they are passed on to the sales department."

Obey these seven rules and you will be well on the way to reaping those results yourself.