Even though you often hear the phrase, 'Don't judge a book by its cover', the same logic does not apply to the B2B marketing world. Within the realm of digital marketing, everything about your company significantly relies on how you finalize your b2b website design and synchronize your content marketing strategies such as posting high-quality blog posts and case studies to attract, engage and convert your targeted user groups. An effective website design may aid your marketing strategies as the target audience that come directly on the website or through social media and other referral channels will spend more time on the website and if they further get intrigued by the digital best practices and the phenomenal experiences being delivered on your website, might even end up making a sales contact. Thus, abiding by the best practices of B2B site design also boosts the lead generation endeavors for your business.
Talking of the importance of site design in business success, having a good website design for any online business is essential, but it becomes a major game-changer when it comes to B2B websites whether they might be service or product oriented.
For one to design a B2B website, not only does one need to have an appealing website page so that customers can come their way, but one also needs to showcase his skills. In B2B companies, their audience is the kind that is looking for professionals who can design the unique user experience, structure, functionality, SEO, quality content, etc. In simpler terms, it is their webpage that speaks what they want to say while also meeting the needs of their audience.
However, the art of going beyond the aesthetics and creating some of the best web pages people have ever seen can be a challenge that requires strategic planning and professional consultation to see through. Moreover, in a competitive market like B2B, the bar has been set high, and companies have to meet the demands of the competition in order to stay on top of their rival companies.
If you have your own B2B website that you are working on perfecting, we have a list of tips to share to help guide you on your journey to the world of web page designing. We share insights using the example of eWorldTrade, a platform that has built a dynamic web presence on how to build highly captivating & invincible B2B website designs:
Talking of the best practices of B2B website design, the very first thing that you want to consider in your designing strategy is that you need to have a consistent design that matches your brand. When designing your website, you want the visual appeal to speak something about what your website has to offer. A webpage can serve as the first glimpse into what your company is all about, so you want them to know about it as soon as they enter your webpage.
Starting with a style guide can help you maintain a consistent look and commit to showing off your website. When crafting up your style guide, you will want to establish a few things, including the brand's color scheme, the font size, the font style, and the style of an image. A style guide can also help committed customers easily recognize you online from the rest of the crowd.
Whitespace is the black or negative space that appears on your website that helps make your website appear cleaner and more organized.
Do not make the wrong assumptions that adding a lot of visual aspects like pie charts, graphs, and images will make your website even better. No one likes having a cluttered space which makes your website content difficult to read and understand. Whitespaces are crucial in reducing the clutter and making it easier for your audience to concentrate on the most critical information on your webpage.
Keep in mind that even though the name talks about white color, you do not have to necessarily limit yourself to the same color. Through your planned-out color scheme, you can easily pick the perfect choice for amplifying the text and making your space appear professional.
A critical component of a B2B website is to contain a feature to make the navigation of the website easier. When your audience visits your website, they want to quickly find the information they are looking for. So, if your website fails to provide assistance to these customers, they will bounce back and will move towards competitive websites that can offer them better services than you.
Fortunately, a B2B company tends to have a long sales cycle. This way, decision-makers will come to your website to find more information and learn things about your company. Hence, start placing more focus on the easy-to-use navigation system of your website. An ideal example can include utilizing broad headings like 'Services,', 'Products,' and even 'About us.' Afterward, you can create subcategories beneath these broad heading to make navigation much easier and systematically organized.
When visiting your website, you also have to install CTA buttons so that people can come over to try out actions rather than to simply see and leave. Some of these actions include getting a demo, downloading gated content, or signing up for their emails. Either way, to become the customer's role in constantly changing your website.
As such, CTAs are critical in guiding your audience where the button tells them how to proceed further into the contents of the webpage. When developing the CTA buttons on your website, the first thing you need to do is be careful not to make your buttons excessively stand out. They need to go according to the color scheme but still find a way to stand out amongst other visuals. The other thing you need to ensure is that your CTA should be descriptive - simply using words like, 'Click Here!' does not really tell where the button will lead them. Hence, the button should say something like, 'Get your Guide from Here' so that your viewers will know what to expect.
Some of the best B2B websites you will ever see will make use of some of the best visuals and play a critical role in grabbing your audience's attention and having them interact on your pages.
Some of the most common yet effective visuals that work on popular websites are images, graphics, videos, and various infographics. Aside from adding pictures of your products or services, you can also take images of your company team members and add them to the webpage. This way, it will make your webpage appear more personable and authentic.
Even though you often hear the phrase, ‘Don’t judge a book by its cover’, the same logic does not apply to the B2B marketing world.