Website design is not a one-size-fits-all approach.
Consumers interested in B2B products and/or services typically have complex decision-making processes due to the greater risk and impact of their purchase. Not to mention, many times there are multiple decision-makers with varying priorities. That’s why, when it comes to an effective B2B design strategy, being transparent and including as much information as possible is important. Information like pricing, features, resources, learning materials, contact information, forms, and more, help nurture the B2B buyer through the marketing funnel to a sale.
In this article, we’ll explore these B2B website design concepts and the best practices you can apply to your website that will help your business generate more sales through a customer-focused and well-designed website.
#1. Set Clear Website Objectives
Before you start designing your new website, you should always start with an objective. What is your goal? Who is your target audience? What does their purchase journey look like? Once you’ve identified your business goals and ideal website visitors, you can use the answers to create a style guide for your website that matches the identity that you want for your brand.
#2. Know the Problems You’re Trying to Solve
Your website should focus on meeting your potential clients’ needs and solving their pain points.
Providing relevant and valuable content, devoid of fluff that speaks to your audience, will help increase conversion rates. As such, it’s important to complete a needs and pains analysis before you begin writing content or designing your website. A B2B customer won’t willingly fill out a form or click on a call-to-action (CTA) if they don’t find the material to be compelling or related to a need they’re trying to fill.
#3. Make Website Navigation Easy
B2B websites are unique in that clean, simple and easy-to-use navigation is key to improving the customer experience and assuring they have a good impression of your brand. Good website navigation can mean the difference between a sale and a frustrated website visitor. In fact, 76% of consumers admit that the most important factor in website design is how easy it is to navigate and find the information they’re looking for.
#4. Provide Valuable Content
Simply put, buyers want to get to the point fast. For that reason, it’s important to keep your content clean, direct, and to-the-point, but make sure design doesn’t distract from the main value proposition. Your content should have a hierarchy of information to help guide the visitor through the information and to create easily digestible skimmable content.
#5. Implement Eye-Catching CTAs
Calls-to-Action (CTAs) are a great way to help visitors move through your website and complete an action. Depending on what your business goals are, CTAs can help you sell, generate leads, drive awareness, and more. Implementing CTAs in proven high-traffic areas of your website will help. Don’t be afraid to use more than one CTA, but make sure they don’t compete for your viewer’s attention. For example, your homepage can have two CTA buttons that serve two different purposes—an understated top-of-funnel (TOFU) CTA caters to first-time website visitors that don’t know much about your product or services and simply want to learn more, whereas the bold, colourful bottom-of-funnel (BOFU) CTA is quickly visible and accessible for B2B buyers that are well-versed with your brand. That way they waste no time looking for the sales-ready resource and you encourage them to convert right away.
#6. Optimize your Landing Page Forms
The principle of “less is more” applies here. The fewer fields a form has, the less friction between the visitor and the submit button. One way to reduce friction is by matching the value of your offer with the effort required to redeem it (i.e., visitors will likely not fill out a form with 10 fields to download a short infographic, but they might be willing to do so for a detailed white paper).
Here are some quick tips about increasing conversions through your website forms:
- Keep forms short—the fewer fields, the better
- Group related form fields together
- Use contrast and weight for your main CTA
- Customize your form to your goals
#7. Showcase Thought Leadership with a Resource Center
As mentioned earlier, having relevant and valuable content is key to nurturing website visitors, converting them to leads, and eventually closing a sale. Having a well-organized resource center as part of your website to house this content will help establish your company as a thought leader, increase the stickiness of your website, and will keep prospects coming back.
In order for a Resource Center to be effective, it should allow website visitors to easily locate the content they’re looking for, keeping their needs and pains in mind. Here are some best practices when it comes to building your Resource Center:
- Choose a B2B marketing resource center platform for your organization’s specific needs
- Enable visitors to sort by topic or role—this should be more prominent than the ability to search by content type (most people don’t search for content by thinking “I want to read a white paper,” they think with the topic in mind and the question they want answered)
- Place new or “fresh” content in a prominent location
- Utilize teaser text, thumbnails, and tags to increase “scan-ability” and provide visitors with a preview of content before they click
- Add reading time to increase engagement and set up expectations
- Design modular solutions that allow for maximum flexibility and scalability
#8. Ensure Your Website is Accessible to All
Last but not least, accessibility is an important best practice (and often legal requirement) that is not talked about enough. When building your website, ensure the user interface (UI) design and visual design elements are accessible to people with disabilities. Look out for contrast, type size, video subtitles or transcripts, etc. For more details, read about WCAG 2.0, the internationally accepted standard for web accessibility. As part of the Accessibility Standard for Information and Communications, all public websites and their content must meet WCAG 2.0.
The Biggest B2B Website Design Takeaway
Whether you’re implementing all or some of these design best practices for your B2B website, the most important takeaway is that your website should be centered around your customer. Use language that caters to the way they speak, produce content that addresses their needs and solves their problems, and give them an easy path to find and access information. Ultimately, you want visitors to convert on your website so that you can continue to nurture them and eventually produce a sale. Your B2B design should help drive that customer journey.
If you have any B2B website optimization questions and want to know how you can better implement pipeline marketing to generate more revenue, contact us here. We’d be happy to answer your questions and help you leverage and implement these B2B website design best practices.
– Lucas Carmona, Creative Director at Brainrider
Brainrider is a full-funnel marketing agency that helps B2B companies adopt better marketing strategies, run more effective campaigns, build and optimize better websites, and ultimately drive more revenue. Want to know more? Contact us today.