The Business of Branding: The Need for a Services-to-Business Website Model

Do a search on “services-to-business website strategy” and guess what you'll find? Not much. In fact, there is very little information out there related to developing and designing websites for service-industry professionals trying to reach businesses. Add the word “professional” before services and the results are almost the same. Law firms and other professional service organizations continue to base their website strategy on a Business-to-Business (B2B) model when, instead, we should develop a “Services-to-Business” website model and content strategy. We should develop a more meaningful form of information architecture that fosters and helps professional service firms build richer relationships with their target audiences through their websites.