Business-to-consumer (B2C) enterprises aren’t the only ones who can benefit from having a fantastic website. Business-to-business (B2B) enterprises have just as much of a need for them as consumer-facing ones.
According to a research compiled by the industry, 70% of corporate decision-makers locate material immediately on the website of the provider. It is essential to have an interesting website that can provide your visitors with the information they want in a prompt manner if you want to see a boost in your business-to-business sales. Here are nine suggestions to help you enhance the design of your B2B website.
Keep the Goal in Mind During Web Design
When you are designing your website, just as with any other worthwhile endeavor, you need to have goals in mind. Having well-defined objectives will help you stay on track and will guarantee that the design decisions you make contribute to achieving those objectives.
Before you begin developing your new website (or updating your existing website), give some thought to the goals you have for the platform. The following are some examples of shared objectives:
- Bring in potential customers.
- Build a marketing database
- Improve your response time to customers.
- Promote and sell various goods and services
If you want to produce leads, then every element of your website should be designed to encourage users to submit their information in the appropriate fields of your lead capture forms. If every aspect of your business, including your B2B website design, is geared toward achieving your company’s objectives, you will have a greater chance of being successful, whatever that term may mean to you.
Develop Website for Customers, Not Your Business
Businesses are visiting your website because they are interested in learning more about your goods and services; however, they are not there to hear you boast about yourself. Way an excessive amount of companies view their websites as a forum where they may talk about themselves and the items they sell. Even though this is significant (at least to some degree), it is not the primary focus of your website.
Your company does not need a website of its own. It is for the benefit of your clients. Create it in such a way.
Include design and language that is centered on the consumer, as well as features that speak to the requirements of the customer. For instance, you could have the industry’s leading company accounting software, but advertising the fact that you have it won’t always bring in new clients. Instead, you should focus on the challenges faced by your clients and how your technology may assist them in overcoming these obstacles. This is only one illustration:
- Do not make the claim that the accounting software we provide is the finest on the market.
- Do report that our accounting software enables companies to maintain order and saves time when managing hundreds of invoices.
The second statement addresses the particular requirements that the customer may have. It is irrelevant to consumers that your offering is superior than others. They are only concerned if it provides a solution to the issues they have. If you design your website with the requirements of your clients in mind, they will have no reason to visit the website of one of your competitors.
Keep Web Design Simple
Make it simple for potential clients to obtain information regarding your company’s goods and services if you want them to do so. When developing your website, keep the following best practices for B2B web design in mind:
- Easily navigable drop-down menus
- Ample amount of blank space
- Clean design (no clutter)
- Maintaining a distinct visual hierarchy
It’s possible that you have a lot of information that you want to share with your clients, but try to be mindful of their visual capacity. Long before they make a purchase, customers will become confused or distracted if there is a lot of clutter and alternatives to choose from.
To encourage visitors to move farther down the sales funnel, the design of your website should be kept uncluttered and straightforward.
Make Website Mobile Friendly
For a very long time, only business-to-consumer enterprises were concerned about the design of their websites to be mobile-friendly. That is not the case any longer.
It is estimated that during the next several years, the percentage of B2B queries conducted on mobile devices would rise to 70 %from its current level of over 50 %.
The compatibility of B2B websites with mobile devices is no longer a choice. It’s not optional at all. Construct your website so that it appears and functions properly on mobile devices. This guarantees that those responsible for making decisions have a great experience directly from their mobile device, which is where the majority of traffic to B2B websites originates.
Reduce Website Load Times
The pace of business is quick, and no one like being kept waiting. Make sure that users of your website do not have to wait around for it to load since decision-makers do not have the time to do so.
According to the findings of study, the conversion rate of a website decreases by 4.42% for every additional second that it takes to load. This indicates that you won’t have any visitors left by the time the page eventually displays on your website if it takes an extremely long time to load.
Reducing the number of extraneous elements on a website is essential for achieving faster page load speeds. The longer it takes for a website to load, the more clutter there is on it. Here are some ways to speed up the loading of your website:
- Reduce file sizes and improve image quality.
- Restriction of Redirects
- Cache the pages of your website.
- Remove unneeded plugins
- Remove any movies or photographs with a high resolution.
If you want B2B clients to continue using your website, you need to make sure that page load times are as quick as they possibly can be. Every second matters.
Include Relevant Offers Wherever You Can
If you just use your “Contact Us” page to generate leads, you are missing out on a lot of potential business if lead generation is one of your top priorities as a firm that sells to other businesses (B2B).
It takes one more click to get to the contact page, which is more work than many people who visit your website are prepared to put in. Instead, target certain demographics by including relevant offers and lead nurturing forms across your website:
- Request a quote
- Get a free trial version.
- Sign up to participate in a webinar.
- Request access to premium content
- Register for a publication that is sent out by email.
Be careful to tailor your offerings so that they appeal to particular demographics of customers. For instance, a potential customer who is only interested in gathering information is usually not prepared to make a purchase just yet. If you try to get her attention by displaying a “request a quote” call to action (CTA), she will ignore it completely. Attach an offer for premium content or a subscription to an email list that provides more information that is relevant to her stage of the buyer’s journey instead.
To make a long tale short, you should sprinkle your website with relevant offers and calls to action (CTAs) so that your potential customers may simply convert when they are ready without having to go for the “Contact Us” page.
Create Top-of-the-Funnel Content
Content offers are an excellent method for generating leads; but, you’ll need more than that to get people to continue browsing your page. If someone enters your website for the first time and is immediately confronted with a number of contact forms before being able to view any of the content, it is likely that they will exit the website.
You need plenty of free top-of-the-funnel material in addition to premium content that captures leads in order to assist potential consumers in the early phases of the buyer’s journey. Here are some examples:
- Articles from the knowledge base
- Instructional videos
- Detailed price lists
- Case studies
Simply ensure that you include a call to action (CTA) at the end of every of your free material in order to direct users to the subsequent stage of the journey. The objective is to obtain their contact information in order to maintain rapport with the prospect in question and, hopefully, nurture them further down the sales funnel.
Implement SEO Best Practices in Web Design
67% of B2B decision-makers start the research process with a straightforward internet search. This is despite the fact that the vast majority of research is conducted directly on the website of the vendor. You need to place an emphasis on search engine optimization (SEO) if you want your website to be displayed prominently in search results.
The degree to which a website is “friendly” to search engines is referred to as its search engine optimization (SEO). It is to your advantage for your website to have a higher chance of ranking for specific search terms as well as long-tail keywords. It should come as no surprise that a higher position in the list of results is preferable.
Consider the kinds of things that your potential clients look for online as well as the precise keywords that they employ in their queries. After that, provide material that is tailored precisely to those queries. Make sure your website has material that is relevant to the topics people are searching for, and search engine crawlers will put it at the top of the list of results.
Measure Your B2B Website Using KPIs
If there is nothing to measure, then it is impossible to determine whether or not improvements have been made. The use of key performance indicators, or KPIs, comes into play at this point. The following key performance indicators (KPIs) can assist you in better understanding and monitoring the performance of your website:
- Conversion Rate: The percentage of people who act upon your call to action. This might be the number of sales, lead captures, signups for the newsletter, or downloads of an electronic book.
- Generated Qualified Leads: The amount of individuals that submitted a lead form and have the potential to become a customer of the business. If your firm sells construction equipment, for instance, and a student who is 14 years old fills out a form, the student would not be considered a qualified lead since he or she is not employed in the construction sector and does not hold a position that allows for decision-making.
- Sales Conversion Rate: The number of people who actually made a purchase. This is the same as regular conversion rate, except it doesn’t count the downloads or subscriptions, only sales.
- Time Before Purchase: The amount of time it takes for a customer to make a purchase after seeing a website. If a customer needs to visit your website several times over the course of several months before making a purchase, this might be an indication that your marketing messaging need some revision.
- Customer Satisfaction: Asking your users for feedback can often be the most effective approach to gauge how successful your B2B website design has been. Include a survey at the end of the purchasing process in which clients are prompted to provide their opinions regarding your website.
Monitor a variety of key performance indicators (KPIs) on a regular basis to observe how the performance of your website evolves over time. If you see that certain indicators are falling, it is possible that it is time to modify your design. Be careful to measure your key performance indicators (KPIs) both before putting changes into effect and consistently after they have been implemented. If you don’t test your newly adopted techniques, you’ll never know if they were successful.