5 Best Practices For B2B Web Design
B2B web design is a valuable tool in digital marketing strategies to attract new customers.
With the proliferation of online services and the digital transformation of most industries, a website has become an essential component for any business. After all, how your website looks, how it feels, and whether it is well-optimized for different platforms directly affect the visitor’s first impression. That is why it is so essential to ensure a presentable website appearance and a positive user experience as it is the key to attracting potential customers and increasing conversion rates.
Since the goal of most digital marketing campaigns is to drive new audiences to your website, investing in B2B web design services is a smart decision.
Good web design is halfway to converting an ordinary visitor into a client because your site is your business card. And the more user-friendly it is and the better it looks, the more trusting relationships between businesses and visitors can be built.
Therefore, let’s take a closer look at what B2B web design is and what effective practices can be used to achieve your business goals to attract customers.
What Is B2B Web Design
Conceptually, B2B web design is about creating a website and its elements visible to the user and with which they can interact.
In the case of building a website for B2B companies, the focus is usually on the visual elements of your website, as the key here is to draw attention to your services or products.
Thus, the elements that have the most value in B2B web design include:
- Website color schemes and themes
- Font style and brand identity
- Page structure and site navigation
- Page load time and user experience
A well-executed B2B web design should be user-friendly and encourage them to spend more time there, thereby increasing the chances of a successful conversion.
B2B Web Design Practices
B2B web design is a complex process that involves various aspects of creating and optimizing a website. At the same time, several best practices allow you to make a website that can attract attention and increase lead generation.
Good practices in B2B web design include:
Do Audience Research
This is the starting point for web design. After all, before you start creating a website, you need to know for whom this website is being developed.
Knowing who your customer is, their habits, history, needs, and challenges make it possible to design a website that meets the expectations of your potential customers. Knowing your target audience determines how you need to develop each element of your website to achieve your goals.
The most effective way is to create your ideal customer profile (ICP) to get an image of your buyer persona.
Apart from this, website personalization also plays an important role. Since every company has people who make decisions, you need to ensure that your site is optimized and personalized to meet the expectations and needs of different users, which is critical in the case of B2B.
Optimize For Mobile Platforms
Today, more than half of all Internet traffic comes from mobile devices. What’s more, many search engines index mobile-first, so your website’s ranking is affected by its mobile version. This is why mobile site design and optimization are key.
And the best solution to adapt a website for mobile devices is responsive design. Its main task is to adjust the layout of your website to the size of your visitor’s screen. With this approach, all site elements are correctly displayed on the smartphone screen, which provides a positive user experience and makes your website convenient for all visitors, regardless of their gadgets.
Apply Interactive Elements
Interactive elements are essential because they provide direct interaction between the user and the website, making the pages feel alive.
In addition, the use of interactive elements allows you to make your site dynamic, which contributes to a positive user experience. Also, with this approach, the website and pages hold the attention of visitors better, which naturally increases interest in your brand and improves the chances of a successful conversion since attention and interest are drivers of action.
Create Intuitive Navigation
UX/UI design is one of the main components of any website. It is critical to ensure that your site looks good, feels good, and, most importantly, is intuitive and user-friendly. Website navigation is key in this case.
When visiting your website, a potential customer should be able to quickly and easily navigate to find the content they are interested in. Therefore, ignoring UX/UI design often leads to the fact that the user, not being able to find what he was looking for, is disappointed and leaves. This means your website is not completing its main task — to attract attention.
The architecture of your site should be logical. Group your pages into sections, add easy-to-understand navigation bars, and you can also use breadcrumb navigation to let the visitor see exactly where they are on your site at the moment.
Safety First Approach
When it comes to B2B, data security and the safety of your visitors is critical.
Therefore, you should pay special attention to security protocols and standards when developing a website so that a potential buyer visiting your site can be sure their data will not be stolen.
Among the most effective solutions is to use HTTPS instead of the standard HTTP protocol. In addition, if your website uses HTTPS, it improves its ranking in search engines.
If your business is related to online sales, then security protocols are a top priority in this case. Therefore, be sure to purchase SSL and use HTTPS. Also, you can place logos of the security protocols you use on the website, which will further strengthen the user’s trust in your business.
