Selling something to business is harder than ever. The process involves many things unlike B2C. It’s because the audiences are different, so you need a different approach in every step. They are looking for a trusted partner, not a onetime sell. Today, we will discuss only B2B website design best practices. Your website’s design will help determine if you establish trust or drive potential partners to your competitors. The things that you should really consider before designing your website. Or, if you already have an existing B2B site, you can tweak your website to make sure it follows the best practices.
Why do you need to think differently for B2B site?
One study suggests 94 percent of your potential B2B customers will research online before they close a deal with you. They will do that even if they are already familiar with your business. Things they are looking for social proofs like testimonials, case studies etc. Another very important thing is your site’s organic position. A lot of businesses don’t realize is that there’s a competitive advantage of gaining higher organic position.
Here are 5 of the best B2B web design best practices you should follow in 2021.
1. Have a Professional Design
Your website should have a professional atone and appearance. When people are visiting your site, they’re looking for credibility to see if they really want to do business with you or if they want to do business with your competitors. That’s why first impressions matter. You need to build some credibility to impress them. According to a study, 48% of customer say that website is the number one source of credibility. It’s easier to establish your position as an industry leader by creating real case studies, video testimonials, contents, and writing articles that solves problems for your potential clients.
2. Keep your site architecture simple
Even though many of you as well as designers take care of navigation but often time, we ignore the importance of having a easy to follow navigation. If you already have a popular site you can analyze your user behavior in Google analytics and improve your site navigation. The goal is to help visitors to find your important content. Simple website navigation is the top concern for 76% of web users. Remember, if it’s difficult to find information your visitors need, they will simply leave your site instead searching
3. Create content for the right audience
Content attracts the right kind of visitors. Usually, B2B sites is built for a very specific audience. Make sure your content attracts potential business people, not consumers. You may need to take a very different approach than you would when creating content to drive B2B sales. If you your audience like technical jargon you can create eBooks or blog articles. But make sure you don’t include these in your sales pages rather create a process for generating leads from these contents. You should focus on leveraging the valuable resources to capture leads. For example you ask their name and email address in order them to get your ebooks, educational materials or even you can create a webinar.
4. Employs data-driven approach
We’re living in the digital era where we can find out how people are using a website. And what they find of value. You can ask people what they’re looking for when they’re on their site and really build out content based on their pains of what they’re looking for. You can do split testing all this is very data-driven in order to make your website the best website solving the most pains for your potential customers. So, you need to be very data-driven and lean with this. You can form a hypothesis of a split test or a value-add content piece that will be more so successful and really focus on solving your pains of your customers and then you basically create it and learn from it. Also, you can transfer that knowledge to the next time you do an iterative process to get more leads, to build a better relationship with your clients and ultimately grow and focus on profitability for your organization.