4 B2B Website Design Best Practices
by Josette Millar
B2b website design best practices can seem like shifting sands. What’s hot and vital one year is out of touch and out of date the next. Rather than focusing on trends, b2b websites that focus on the fundamentals of website design set next year’s trends. Follow these four b2b website design best practices to build a site that stands the test of time through a strong foundation and addressing the basic information customers want.
Tell Customers a Story
One of the biggest mistakes b2b websites make is not providing a straightforward call-to-action on each page which acts to move customers through the website and ultimately to a sale. Your website design should tell a story that guides customers through your business, explaining how you provide exceptional service. Each page of your website should be crafted in a way that leads potential customers to the next step in building a relationship with your company.
While your customers may have different questions and concerns when they come to your site, each should get led through the site in a productive way that addresses their needs and solidifies their trust in your company. Every single page should include a call-to-action that empowers customers to connect with your company. Muddling websites with multiple call-to-actions per page or pages that dead end will ensure that you violate b2b website best practices and create a website that doesn’t generate leads or sales.
Make the Focus on the Customer
Your business needs and your customer’s needs are two different things so don’t get them confused. Businesses looking at your site want specific information and you need to provide it quickly and easily. You may love featuring your company mission statement but chances are the person viewing your site wants action steps: easy access to contact your business or a simple way to compare product specs.
B2b website design best practices create a site that caters to your audience. Yes, you should have a strong brand and a solid company profile but your website design should be catered to your audience and their needs. Really ask yourself what your customers want and what information they need start a relationship with your company.
Interact to Build Relationships
Websites aren’t static entities. They need to be interactive and flexible. Creating a website that encourages customer interaction and company involvement with its community is a b2b website design best practice because it encourages dialogue between your company and your customers. This interaction can take shape in different ways: social media accounts, website forums, blog posts or even crowd-sourcing material from customers.
By creating an interactive presence, customers feel more emotionally invested in your company. For businesses, it can offer a fresh perspective on what customers want from your business. Creating an interactive website not only is a design best practice but also a best practice for building customer relationships.
Be Fast and Friendly
B2b website design best practices don’t stop at content and layout. They also require you to provide a fast and accessible website for all viewing platforms. Your customer won’t wait thirty seconds for a site to load or scroll around their screen because your site isn’t mobile-friendly. Too many businesses focus all their time and attention on a website designed for people viewing on a laptop, not realizing that they are alienating their audience viewing on other devices.
Creating a great b2b website starts with the basics. Following these four b2b website design best practices ensures that your business creates a solid website that can flex to include trends while still addressing the basic information that customers want to see.