5 Design Tips For B2B Websites

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The digital space is a bit tricky to conquer since there are too many businesses competing to get users’ attention. Such is the overwhelming challenge faced by business-to-business (B2B) companies regularly. Unlike traditional businesses, B2B ventures provide products and services to other businesses, so they have to stand out by effectively addressing their clients’ pain points. More than solving a pervasive problem, B2B products and services must endeavor to help businesses succeed and grow.   

B2B firms typically offer industrial products and manufacturing machines as well as business software. Reaching out to the business sector and other potential clients should be one of the main concerns of B2B companies. As a marketing strategy, these types of businesses must focus on their website to attract customers, enhance customer service, and establish lasting relations with their current client base.

Establishing A Platform For B2B

Unlike businesses selling directly to end-user products, B2B companies have to work on engaging the user by conveying clear value propositions, providing high-quality content, and establish credibility. B2B websites should be able to facilitate these actions. 

If you’re a startup B2B wondering how to make a business website, read on as this article would run you through some tips on how to design your website to attract more clients and expand your business. 

Things To Consider Before Building A B2B Website

Knowing your client well is one of the keys to building an engaging website. From the design layout to the fonts and colors used, everything should be visually appealing. Before making major changes to your site, consider making a draft and work your way from there.

Check the demographics of your site visitors; know their age, gender, and socioeconomic status, among other important details. You can do this by conducting website analytics. Through this feature, you’ll know which pages your visitors spend the longest time and the links they clicked. 

Conducting online surveys and discussions with your staff will provide insights on the most common questions being asked about your products and services. Both face-to-face and digital interactions can be your major sources for information about your target audience. Here are some other things you should take into account: 

1. Convey Your Value Proposition Clearly 

The value proposition is defined as a statement of your product and service offerings—what makes them different from the existing products in the market and how the business will be able to deliver their promises. These should all be expressed in a clear and on-point manner.   

B2B marketing should focus on the benefits instead of the features, although it doesn’t mean you don’t mention the product features at all. An effective strategy hinges on being able to answer your potential client’s burning question of how your product or service can address their business issues and help on scaling up. Focusing your attention on this may be more effective than explaining what your product’s features are.    

  1. Customize Your Page

Various platforms have made website-building easy since all you have to do is choose a template. But to stand out from the crowd, create a customized page design. You don’t have to start everything from scratch; what you can do is make your page unique and visually compelling, then choose templates for your internal pages and tweak them a bit to fit your product and service offerings.

Remember, while you’re running a B2B website, everything else on your website is all about your target market. Explain how the product or service is the best for them and how it can help their business grow.  

  1. Arrange Visuals Based On Importance

You don’t need to be a professional to be able to design a website well. But if you’re building your B2B site on your own to start, be aware of the basic visual layout principles. One basic thing is the use of appropriate spacing and visual hierarchy, which refers to the manner visual elements are designed to express the levels of importance. 

By strategically placing fonts, colors, boxes, and blank spaces, you’ll guide visitors to read the most important details first before moving on to the lesser important details. Simply put, it’s similar to placing headings and subheadings when writing a blog. 

4. Tell A Story Through Your Web Design

According to experts, about 90% of the information processed by the human brain is received through visual cues. In addition, it’s said the human brain processes images 60,000 times faster than text. These facts make visual content an effective communication, marketing, and advertising tool. While high-quality blogs matter heavily, no web visitor may be attracted to read your content if they don’t find your overall visual style appealing.   

But digital doesn’t mean mechanical or robotic. To be more compelling, emphasize storytelling in your B2B website because this is effective in establishing and maintaining an emotional connection with your website users. You can achieve this through images, photos and videos, fonts, colors, spacing, and other interactive channels.  

Set a tone through the colors, fonts, and language you’re using in your website. Are you a fun company? Go on and choose words, fonts, and visual cues conveying this. On the other hand, if you’re serious about business, use powerful words and an overall design reflecting this character.    

5. Integrate Lead Capture And Generation 

More than expressing what your B2B business products and services are all about, your website should also integrate other marketing channels such as emails, social media accounts, and other platforms. By being connected to these, your website can make use of analytics to understand how to generate leads, customize communication, and enhance the pages with the highest visits.

You can further market your services and products by strategically placing calls-to-action (CTAs), landing pages, and other forms. CTAs are a few words or lines compelling a reader to take action. If you’ve seen a small box with the words ‘Click Here’ or ‘Download Now,’ among many others, that’s CTA. Placing your social media account links and encouraging your readers to share the content is also considered CTA. 

Meanwhile. A landing page is known by many names such as lead capture page, destination page, and squeeze page. This refers to the webpage appearing when a user responds positively to a call-to-action. 

Besides being placed in strategic positions, these marketing tools should be designed well with crisp and clear messages and visual cues.

Final Thoughts 

Websites shouldn’t only look visually appealing, but they should serve as one of the key drivers for business growth. To achieve this goal, always take time to monitor your website performance. Spend time analyzing and improving on the elements needing to be tweaked. 

 

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Jennifer Evans
President, @B2BNewsnetwork (launched Nov 2014). Content, community and analytics obsessed. Inventor @squeezecmm. Past chair, @itac_online @whiteribbon