Best Practices For B2B Website Design
by Josette MIllar
B2B customers, understanding B2B website design best practices can help set you on the path to success. These best practices transcend industry or company size. Any business from any sector can implement these three B2B website design best practices to elevate their web presence, attract more visitors, and convert more visitors into customers.
Create a Website Story
What some businesses forget when designing a website is that they aren’t arranging an amalgam of facts about their business; they’re telling the story of their business. One of the B2B website design best practices businesses need to implement is telling the story of their business on their website, much like the story told by Black Walnut.
Other industries may not know that Black Walnut specializes in building backgrounds for events, television, or theater. To address this lack of knowledge in other sectors, Black Walnut’s website design focused on the story of their business. Starting with the basic facts of what they do, they introduce their team, their credentials, and their services. Customers can scroll through the website, finding the essential information to ensure credibility. By using B2B website design best practices to guide customers through the story of their business, Black Walnut ensures that their customer understands their service and their expertise in the industry.
Use Gated Content Appropriately
Business websites often find themselves in a quandary about gated content. Gated content is any content that requires visitors to provide information to access it. Most often, this requires visitors to enter an email address. While this benefits the business by gathering information about their visitors, it also discourages some visitors from exploring the site further.
Language Testing International is a great example of a business using gated content with impact. While most of the information is non-gated on the site, the demo tests require users to provide information before accessing the content. Once users have decided to take the demo test, they have done enough preliminary research to trade information gathering for a closer look at the services. Incorporating gated content proactively into a website is a B2B website design best practice businesses can’t afford to miss.
Be Bold, Be Clear
When customers see your site, they should immediately know who you are and what you’re about. Some B2B businesses waste their websites by being vague or mysterious. This is not only ineffective but frustrating for businesses trying to connect to yours. For B2B website design best practices, businesses need to create a clear message that grabs attention and solves a problem.
G. W. Hoffman Marketing is a prime example of a service that has a bold website which gets to the heart of their services and why other businesses need them. The tagline “We get people to do stuff” encompasses their broad approach to marketing in any industry and their primary goal. The website design ensures that anyone stumbling onto the site immediately knows that mission. Don’t beat around the bush when attracting B2B business. Be straightforward and to the point to attract more business.
These three businesses are only a small slice of the variety of industries that benefit from B2B website design best practices. Creating a website story to inform and engage customers, using gated content effectively, and creating a clear design and message keep websites fresh and informative. An effective B2B website doesn’t have the luxury of being vague or subtle. Keep your website fresh and clear with these B2B website design best practices.