Best Practices for B2B Website Design

By September 5, 2017Creative

Business-to-business (B2B) facing companies need a well-designed website. First, it’s the main point of contact for many potential customers. Second, customers judge you based on how professional you look and how closely your unique selling proposition matches their needs. Visitors are able to do this all in a matter of 3-5 seconds. Thus, you have to quickly and effectively communicate the essence of your company to users. Here is how to get started.

Business-to-Business Site Needs:

Effective messaging is the most important aspect of a good B2B site. You have to tell them who you are, and what you do with a large H1 headline. Take Mighty.com for example: “Modern software for legal and medical funders.” This allows users to quickly self-filter themselves by asking “Is this service for me?” There is no need to capture audiences with vague, catchy headlines as you might with an e-commerce store. Straight and to the point is key with B2B. Additionally, looping videos without audio can be an effective way of capturing user attention and communicating more about your product and culture.

While looping videos may not play on mobile, you can replace it with a clean an unobtrusive image (on mobile you want the text to do most of the work). Further, B2B sites need areas for describing their value proposition statements, benefits, services, case studies, and much, much more. You should be very careful with overloading your navigation bar with more than five links for instance, but with an addition of a search feature. Including these tabs ensures ease of navigation to find what they are looking for.

The Difference Between B2B and B2C Web Design

While building a B2B site, you want to keep in mind not all sites are made the same. B2B and B2C sites are vastly different, and you want to be careful not to take inspiration from them. For instance, B2C sites focus heavily on lifestyle imagery, dynamic functionality like parallax elements and unique layouts.

The idea is to express the emotion of the brand to the user. In the case of B2B sites, you want to keep things clean, simple, and predictive so that people feel comfortable and comprehend your business value props quickly. Another big difference crops up in mobile versions of the websites. With B2B you want the text to do most of the heavy lifting. Remove as many icons and extras as possible. See for instance Hioscar.com. Oscar’s design team is an award winning agency that did their due dilligance in user research and usability testing. They found that an ultra-simple mobile design worked best with users.

Factors to Consider When Designing B2B Websites

When designing B2B sites, consider who your target audience is. By identifying you want to capture, you can tailor your messaging and information more accurately. Then you can prioritize it to address needs and wants. For instance, you can create clear paths for them by asking “Are you a business, a buyer, or just interested?” Each option would be a button that would lead them to a page with information for that demographic.

Having tailored message matching leading to a better user experience and increase in overall conversions in leads and conversions. Social credibility is also significant to consider. Plenty of B2B sites will plaster every company they have ever worked with. However, the mean number of customer logos that are used effectively is about six, as it keeps things clean.

B2B User Experience Best Practices

Some best B2B practices are having short and clear messaging as noted above. You also want to make form fills as easy as possible by not asking for too much information. Best results are seen with just email address and a sign-up button. Then you can send a customized follow-up email sequence that may nurture your leads and turn them into conversions over time.

Typeform.com is a great tool for building user-centric forms. It may not fit every user or business, but it is worth looking into. Additionally, a fixed (aka sticky) navigation is very handy to have as it gives users quick access to links; improving the user experience as they do not have to hunt for the information they are looking for. Also, include photos of people if possible (ensure it does not look tacky!) as it adds warmth and a way for users to relate to the product. If they can envision themselves as the person they see, you have higher odds of converting that users.

Examples of Impactful B2B Websites

A few great B2B websites are mighty.com and avant.com. They use some of the best practices above such as clear and concize messaging, clear calls-to-actions, easy forms to fill out, and much of what we just covered. Study these, analyze their layouts and see what you can use as inspiration for your website.


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