6 Tips for Powerful B2B Website Design

In this article, we share 6 tips for powerful B2B website design. These tips will help you transform your online presence, increase conversions rates and eventually, grow your industrial business.

Almost all websites built today include a content management system (CMS) which lets you edit you’re your website with ease. If a site was built five or six years ago, it was likely built using HTML or an outdated CMS that’s difficult to use or, worse, crashes the site.

Consider the WordPress platform. It has matured substantially over the last few years and is our preferred CMS for industrial websites.

Building a new website can be a difficult undertaking. For one, it can be expensive and painful. Often, there are multiple stakeholders involved, which can make it a long, drawn-out process.

But rather than seeing a new website as a necessary evil, try to view it as an opportunity to clarify where your brand is and where you want to take it.

Here are some tips for a great B2B website:

1. Create a Strong Value Proposition

When visitors arrive at your website, they should be able to figure out why your product or service is beneficial to them. They may already have knowledge about your industry or your competitors, so focus their attention on what makes you different. What is it that makes you superior and the only logical choice for your target market? Use a catchy tagline or slogan that expresses your value proposition concisely.

2. Write Killer Content for your B2B website

Should the content be long or short? This question doesn’t have one universal answer. Most of us have a preconceived notion of what will work best but the facts may be quite different.

Ideally, the decision of whether to go with a long or short copy should be based on testing and research; however, that may not be possible in the short-term. Check out what the market leaders are doing. They are the leaders for a reason and have probably already been down some form of testing process to create the end result they’ve produced.

Whatever you decide, the content needs to be broken into easily digestible portions. Avoid long paragraphs of text that require too much time and attention. The visitor should be able to pick up all the crucial information by scanning through the page.

3. Use Remarkable Imagery

Pictures are often more effective than words and not just for visual beauty. They can also generate an emotional response fast. Humans are emotional beings and its been proven they buy emotionally even in the B2B marketplace. Use compelling visual content – photos, graphics, or illustrations – as an additional source of information about your company’s message.

4. Use Video in your B2B website

Promotional videos are an easy way to communicate a lot of information in a short space of time while enticing an emotional response. Use video to highlight your value proposition, benefits, and special offers in a way that represents your brand well.

5. Highlight Testimonials

Well-curated and strategically positioned testimonials are a cost-effective way to build trust, prove your product’s value, and demonstrate its benefits.

6. Use Responsive Design

Research has shown that 70% of B2B customers have increased their mobile usage over the past 2-3 years, and 60% of them expect to continue to increase their mobile usage.

As more B2B buyers conduct research and place orders on smartphones and tablets, sellers need to make their websites easily accessible and useful on mobile devices. Optimising your site for mobile so the navigation process is very similar to the PC-sized version of your website. Many may do an initial search on mobile and then look more closely when they reach the office so they should be able to find what they were looking for easily.

In Conclusion

Your company website is often the first impression users will have of your business and the first place they’ll go to research what it is you do. You need to ensure that it continues to offer great UX to your customers and prospects.

By following the above-listed guide for B2B website design, you can build a website that is convenient, usable, and satisfying for the end user. This will help you build trust, increase conversions rates and, eventually, grow your business.

Related: Download your Brand Activation Guide

Other Reading: 5 Steps to Humanise Your Brand

INDUSTRIAL BRANDING GUIDE

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ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.