Best Practices for Creating an Outstanding B2B Website
While B2C businesses have long acknowledged the benefits of appealing design on their websites, many B2B businesses continue to operate with dull, confusing, and out-of-date websites (to sell).
What is B2B companies’ justification for not paying as much attention to the matter?
In comparison to B2C consumers, B2B website visitors rarely make impulse purchases. Let’s face it: someone is unlikely to stumble across a website for a business software platform and acquire the service via the shopping cart.
Due to the bigger investment made by B2B customers, they may wish to meet with a sales professional prior to committing. This does not mean, however, that your corporate page, regardless of the complexity of the product or service you offer, should function as a static brochure.
While your site is not engaged in contract drafting or money transactions, it is an integral part of your sales force.
How can you generate revenue from your website?
It’s a well-known fact that customers contact sellers at a considerably later stage in the so-called sales funnel than they did a decade ago.
This indicates that your website is performing the moves that was formerly the responsibility of your sales force.
Rather than inquiring about the product or service directly from the seller, your prospects will visit the website, read the blog, and download premium material to discover more.
This tends to promote the notion that today’s shoppers are far better informed.
Fortunately, if that education occurs on your website, your organisation will gain a competitive advantage early in the purchasing process. That is precisely why having an outstanding website design is more critical than ever.
Take for example, eWorldTrade – in the last decade the B2B e-commerce platform has grown phenomenally, giving immense competition to other players. eWorldTrade’s website boasts an attractive design, simpler interface, and easier navigation. It works because it’s smart.
What does this mean for the overhaul of your B2B website?
Before you consider redesigning your website, it’s critical to perform research to ensure that you remain true to your brand’s customer profiles and that your content is focused on business objectives.
Typically, the purpose of your B2B marketing strategy is to convert site visits into leads.
Aligning your customer’s needs and desires with the needs and desires of your organisation is an effective strategy to accomplish this goal.
What do today’s customers want?
Each customer is unique, but according to a HubSpot study, 76 percent of consumers rank simplicity of use and the ability to rapidly locate information as the most significant factors in site design.
What do businesses desire?
Even though each organisation has distinct and particular requirements, everyone wishes to enhance sales, conversions, lead quality, and loyalty.
How are you going to accomplish this by improving the design of your B2B website? With an intuitive structure, advanced features, dynamic content, and offers that are relevant to your buyer profiles.
To accomplish this, you must adhere to the following five tips:
1. Place a premium on the customer experience
Once you’ve defined your brand’s identity and the audience you want to target, you need to consider what you want visitors to do when they arrive on your site.
Do you want them to write product reviews for you? Would you prefer that they read your blog and purchase Premium content? Prior to developing the site, determine your objectives and conversion tactics.
Establishing a site mock up is the most effective method of defining your visitors’ route.
Additionally, it will assist your designer in creating the page. This is a key first step toward developing a successful user experience.
2. Write succinctly and plainly
Consider your website as a component of your sales approach, demonstrating to buyers how you can alleviate their pain points while demonstrating why you are the best at it.
Utilize the same language as your buyer personas while discussing the solutions they seek. Avoid clogging up the information page; instead, express your business’s offerings simply and plainly.
3. Increase interaction
Good relationships are critical to growing your business and establishing trust. This can be accomplished through a well-written blog, but smart design also plays a role.
Here are some pointers for creating an attractive design:
Minimalism: Minimalist design is utilised to produce a light, easy-to-navigate experience for the user by the appropriate use of colours, content, and structure.
Ditch the stock photographs: A rising number of designers and photographers are supplying free images that are much more authentic than standard stock photos. Several of our favourite websites include the following:
Utilize Consistent Calls-To-Action: Ensure that your site’s CTAs are consistent in terms of colour and design. This manner, your visitor will always be aware of the next step and which items are clickable and which are not.
Emphasize social media interactions: Not only does sharing and commenting on your material increase interactions, but it also improves your search engine ranking and market reach. Include share buttons on your home page and after each blog item to make sharing easy.
4. Preserve your brand’s consistency
A critical component of generating a positive user experience and establishing trust is displaying a consistent brand.
Is there a style handbook in place at your company? This guidebook establishes the foundations for colours, graphics, typography, logo usage, and language tone.
It pays to construct a simple style guide prior to developing your website, publishing blog posts, or posting social media updates.
5. Employ a responsive design strategy
In today’s market, with the availability of all mobile devices, your website may be accessed more frequently on mobile devices than on desktops or laptops.
Taking this into consideration, it’s safe to argue that developing a responsive website is critical.
Certain website design systems, such as HubSpot, already have responsive design, which automatically optimises your site for the device on which it is being viewed.
This manner, you may avoid your site becoming unresponsive or difficult to access on a smaller device.
After approval of the design and copy, the coding phase begins. This process can take between two and six weeks, depending on the size of the website. Following that, you’ll want to conduct an internal quality control (QA) or review process on the completed product, checking for broken links, reading the copy, and ensuring that all photos are included.
After this is complete, conduct a soft launch by accessing a live site at a period of low traffic, such as the weekend. This enables you to test the site in a live environment, allowing you to find final editions prior to the website’s official launch. While developing a new website is challenging, let this guidance serve as a reminder that your prospects will evaluate you by your website’s cover.