Business website either serves it`s development purpose or it doesn’t? – Most of them  don’t.

Today your company website cannot be great if it isn’t designed to create new opportunity for them. Website design must attract visitors and increase the number of your customers.

Otherwise, a website is just something to look at.

It should be the web platform which supports your position in the market and the execution of your content strategy, receives and directs your contacts, feeds your marketing automation program and, in the end, delivers the right opportunity to your CRM.

The Four Building Blocks of a Great Business Website

The four building blocks of a great agency website have both a conceptual root and a practical manifestation. The conceptual root of each one ties back to how you do business, and the practical manifestation ties back to how each is expressed on your website.

1. Positioning



Your positioning provides the foundation for your business. It is your niche in a vast market of opportunity.

It identifies what you do, and for whom, and the more specific you can be.

Explore main business processes of the company. Search for solution to optimize them.

The tighter your positioning, the narrower your focus — the easier it will be to craft a compelling marketing message that is consistently articulated throughout your website.

2. Business Structure – website structure

To keep people coming back you should make information on your business website easily available and let visitors to understand the essence of your proposal.


To keep people coming back you should make information on your business website easily available and let visitors to understand the essence of your proposal.

In the early stages of working, we offer companies to begin to think about their ideal client engagements and break them down into meaningfully differentiated segments.

In either case, it’s important to articulate them individually and structure a website around them so that, first, a prospect can be gracefully guided to a better understanding of what your agency does and how they can access your expertise, and second, every piece of marketing content can directly connect prospects who first engage with them back to the business itself.

After all, the purpose of company`s website is to attract new opportunity by way of expert content and then graduate that initial researcher interest through the process of evaluation to buying.

3. content Concept that works



Content marketing is simply a system for sharing your expertise with the world. Agencies that have built their digital marketing systems around content marketing have long since transcended basic blogging. They have adopted a much more robust, theme-based, media-diverse content strategy. And if you haven’t, you should, too.

But as far as this system of building blocks is concerned, expertise should really be the easy part. It’s what you know — that’s the conceptual root — and its practical manifestation is in the expert, educational content your site contains.

4. user Engagement or Great user experience


Great business website works. Websites that work are designed by firms that know exactly what they want from their prospects.

That’s what I mean by user engagement. Engagement is what you want from your prospects, and you get it by telling them what to do.

Every page should have a clear, concise, and compelling calls to action. If a visitor lands on your home page, what do you want them to do next? Learn more about what your firm does? Then give them a big, clear button takes them where they can do that.

Nobody wants to guess about what will happen after they click something. Nobody wants to explore your site like it’s a maze. Clearly label everything, and clearly direct everyone.

Wherever your site gives something, it should ask something in return.

For more detail on both how they should work and how they should be integrated into your website’s design, see our white paper on the system we use to hold website design accountable to measurable, marketing goals.

A Simple System

Clearly, this is very simple system. But it’s rarely implemented. In fact, while most agency websites are more and more content-rich, they are still missing the foundational building blocks. Unfortunately, what I have observed is that no matter how great the content, an agency website cannot be relied upon to actually move the needle without a clear articulation of that firm’s positioning (and really, a narrow positioning to begin with) and a direct connection between the organization of the firm’s business and the organization of its website.


  • A great business website articulates a firm’s positioning with a coherent message distributed throughout the entire site.
  • A great business website makes a firm’s business structure clear with a strategic information architecture organized around discrete services.
  • A great business website makes a firm’s expertise discoverable, readable, and actionable through its deep repository of educational content.
  • A great business website facilitates engagement with a robust system of clear calls to action associated with every piece of content it contains.