Is Your B2B Website Falling Flat? Try These 7 Website Design Tips

There are more than 1.5 billion websites on the internet today. So for you as a B2B business owner, guess what this means? One word: competition.

You should do everything you can to stand out. And one great way to do this is through an effective website.

But if you’re not a designer, it can be hard to know how to optimize your site. That’s why we put together this guide for you with 7 tips for B2B website design.

Read them below!

1. Effectively Capture Leads

One common goal of B2B websites is lead generation. This is because the sales cycle is often much longer than B2C businesses. Often, initial contact is made through the website and then the lead is handed off to the sales team to start a relationship.

Throughout your site, be sure to include lead capturing forms. Offer content in exchange for phone numbers or email addresses.

You could also consider having a button to request a demo if you offer a software. Also, think about simply having a form that people can fill out to request a call.

Use these forms throughout your site to grow your lead database, which will, in turn, improve your company’s bottom line.

2. Make Sure You’re Mobile Friendly

Did you know that 59% of B2B purchase decision makers report using their phone to research products and services during their shopping process?

So if you’re mobile site doesn’t work that well, that’s a big problem. It’s 2018 and people use their phones more than ever to shop, even in B2B settings.

But if you’re not a developer, it can be intimidating to create a mobile site that works on every single screen size. That’s where a responsive design can come in handy.

A responsive site will automatically resize to fit any size screen. So as you’re building your site, make sure you use a responsive software. You’ll be so glad you did.

If you’d like help with your B2B website design, get in touch with the professionals at LFORM.

3. Simple Navigation

Nothing is worse than having a potential customer visit your website only to get lost inside of it. In other words, if your website is hard to navigate, you’re in trouble.

Keep in mind that every web visitor has a goal in mind. They are on your site to get more information, make a purchase, or to solve an issue.

All you have to do is make their process as simple as possible. To do this, maintain a consistent navigation bar at the top of your site. Keep your menu in the same order on every single page.

That way, people will always know how to navigate through your site. Also keep your menu simple. Instead of displaying all 25 pages of your site in one line, use drop down menus to avoid a cluttered feel.

4. Keep it Professional

In a B2B setting, you’re working with other business owners and employees. Your website design should reflect that.

However, these days the definition of professional isn’t as uptight as it’s been in the past. It’s okay to use some humor and to be creative, especially if this lines up with the rest of your branding.

If your brand image is more serious, that’s okay too. No matter what, make sure your site is free of blurry images, typos, and broken links. These things will definitely give a bad impression.

5. Be Clear: Another B2B Website Tip

Your site should clearly outline your company’s value proposition. This is what you offer people. It’s information about your product or service and how it stands out from the rest of the market.

Keep in mind, however, that people don’t want to just read about the features of your product. They want to know how it will benefit them.

So be sure to include information about how your product or service will solve problems your prospects are dealing with.

6. Include Understandable Pricing Information

B2C products typically have a simple pricing model. B2B products or services, on the other hand, are usually more complicated in their pricing structure.

It’s common to have single products priced out, as well as various bundles or packages. And people who buy through an integrated partner or referral system sometimes get a discount.

In other situations, there are additional add-ons or customizations available which also change the pricing.

To avoid confusion, you should be as clear as possible on your site. Have your bundles displayed with comparison charts displaying the differences between the various options.

If your pricing is more complex than bundles, consider including a worksheet where people can pick and choose the products they want and a running total is calculated for them right then and there.

7. Provide Valuable Resources and Content

Not every visitor to your B2B website is ready to buy. Often, the purchase process is much longer. In these cases, you should provide educational content to these visitors.

This will allow you to still cultivate a relationship with these prospects even though they haven’t purchased anything yet. And when you offer valuable content, you’re developing trust with them as well.

Be sure to offer this content in exchange for an email address. That way, you can follow up with them through an email series which is aimed to prepare them for a future purchase.

Some great content options your team could create include:

• Webinars
• eBooks
• Whitepapers
• Downloadable guides
• Quizzes
• Video series
• More detailed pricing guides

And these are just the beginning. There are so many options for downloadable content out there to improve your content marketing strategy.

Once you have all these content pieces created, they’re also great content to promote on social media as well.

Final Thoughts

Well, there you have it: 7 tips to improve your B2B website design. Now that you’ve gone through all of these options, it’s time to pick the ones that will work best for your situation right now.

Then start implementing them! You’ll be so glad you did once you start seeing the results.

And if you want to learn more, check out our marketing blog for more tips.