Tips For Designing An Effective B2B Website

• By Sarah
• General News
• 924 Views
• 31st March 2023

A good B2B website is essential to provide comprehensive and up to date information for your buyers and generate leads. Compared with a B2C website, a typical B2B website will have fewer visitors but longer dwell times, and the eventual purchases will be of higher value with more repeat custom. 

The average B2B customer will carry out extensive research and comparison when sourcing a product or service, and will often need to consult multiple parties before making a final decision. Therefore, it is crucial that a B2B website design is at least as strong as its competitors. 

 

User experience is key

The typical B2B web visitor will spend much more time browsing the site compared with a B2C customer, who often already knows what they want or makes impulse purchases. Therefore it is important to create a seamless and intuitive user experience that will make the visitor want to stay on the site. 

Start with the basics, such as making sure that each page has a fast loading time, and the text is clear and easy to read with good contrast. 

The navigation menus should be placed in an obvious position and there should be clear links to your most popular pages. Attractive visuals are still important but these should be designed after the layout and navigational structure of the site has been established. 

 

Create an engaging home page

Many B2B websites simply describe who they are and what they do on the home page, but this tells the visitor little beyond what they already expect. Instead, highlight information that your customers genuinely care about, such as why the company was founded, what your areas of expertise are, and what makes you unique and trustworthy.

 

Review your content strategy

The B2B website user will pay careful attention to the content of the site, unlike most B2C customers who are mostly purchase focused. The web copy should be written to talk directly to your target audience. Short explainer videos that demonstrate how to use your products are also an excellent way to communicate with your customers.

Ask who your best or ideal customers are, and imagine that you are talking to them. What job roles are they in, and what is their level of seniority, knowledge, and experience in their field? Pitch your language and tone at their level, so that you are neither overly general and simplistic, or too technical or detail-heavy.  

The rules about explaining how your products or services can benefit a customer or solve their problems still apply to business customers, so keep this in mind when preparing content. There will be plenty of time to get into the technical details once you have outlined what sets your company apart from the competition. 

 

Include a case studies page

Case studies that demonstrate how you have helped previous or existing customers add extra credibility to your website and business. Include photographs, testimonials and names from customers who align with your target audience for authenticity, and tell the story of how you helped the business to achieve their goals. 

 

If you are looking for a white label development agency, please get in touch with us today.