An effective website conveys professionalism and trustworthiness – two characteristics essential in B2B sales processes. Furthermore, it helps businesses attract new clients while generating inquiries.
Best practices for B2B web design include clear call-to-actions, intuitive navigation and personalized content. Your site must also be fast. A slow site can turn visitors away before they even have the chance to engage with it. More essentials highlighted by an experienced B2B web design agency below.Â
Table of Contents
User-friendly design
User experience (UX) is an integral component of B2B website design. UX involves understanding your target audience’s needs, goals, pain points and motivations – and creating content to address these issues – such as using your homepage to explain how products and services address customer pain points; this type of messaging will prove more effective than generic product descriptions that don’t address specific queries.
Alongside providing valuable information, B2B websites should also include call-to-actions that encourage visitors to take immediate action. These calls-to-action could range from scheduling a consultation appointment or an interactive demo, to more complex actions like an interactive product demonstration. A well-designed B2B site should feature clear CTAs as well as high-quality visuals that reinforce its value proposition – this will make the website more engaging for users and lead to an increase in conversion rates.
Clear call-to-actions
An effective call-to-action (CTA) can make the difference between visitors bouncing from your site and becoming customers. A CTA prompts visitors to take the next step with your business – be it purchasing, contacting or signing up. A clickable button is typically employed as the means for this CTA; however they may also appear within page content itself.
Assembling effective calls-to-action requires careful consideration and testing. Finding the appropriate tone, wording and placement will ultimately yield optimal results. Here are a few things to keep in mind when creating calls-to-action:
Make sure that your call-to-action copy clearly states the benefits of clicking it, using color contrast, shape and size to draw attention to it. Mitchell Consulting Service Group’s “Careers” page features an eye-catching button which stands out against its background so job seekers see and know exactly what they will receive in return when clicking the button.
Intuitive navigation
At the core of any successful B2B website is intuitive navigation – acting like a virtual compass to guide visitors through the informational thoroughfare that is the internet, making sure they never become lost and providing a seamless user experience. Furthermore, clear and consistent navigation plays an integral role in search engine optimization (SEO), making well-structured websites more visible in organic search results.
B2B visitors come to your site with specific questions and expectations, making it critical that their needs can easily be met by providing an easily navigable site structure with clear navigation features and prominent call-to-actions.
Ecobliss uses an effective low-barrier CTA in the middle of their page to encourage visitors to request a sample package and offer tangible evidence of product quality while lowering barriers to conversion. Such content helps the decision-making process and convert visitors into valuable leads.
ADA compliance
Compliance with the Americans with Disabilities Act (ADA) should not be an afterthought when creating websites; it’s an integral component. The Americans with Disabilities Act ensures disabled individuals have equal access to public spheres – including businesses and online content – including businesses themselves. There have been an increasing number of lawsuits against companies who fail to follow ADA guidelines, many of them filed against businesses for failing to do so.
Regulations mandate that websites be accessible to people with disabilities, including those using assistive technology. You must include captions for live videos and prerecorded audio descriptions, while also permitting users to resize text and images without altering functionality or the content.
Your website must also support keyboard navigation to make it more ADA compliant and offer visitors a better experience, thus helping to avoid costly lawsuits or client churn. Moreover, this will boost brand image and attract new customers.
