A compelling web presence is imperative when it comes to B2B business. Studies show that a whopping 94% of B2B buyers rely on online research to make a purchasing decision, making it crucial for the right B2B website design that helps your company stand out from the crowd.
Yet, for B2B companies, a successful, lead-generating website can’t rely solely on visually appealing pages. Compared to typical B2C purchases, B2B sales cycles tend to be relatively long, often involving multiple decision-makers and purchasing channels. Because of this, the best B2B websites need to provide excellent user experience while being able to include as much quality information as possible to captivate and convert potential prospects.
In this article, we will overview the key elements of a successful B2B website, while touching on best design practices across the board. We will also detail the latest trends and functionalities to elevate your content.
What are the most important B2B website best practices in 2020?
When building a B2B website, it is crucial to design it with your audience in mind. This means understanding the motives, behaviours, pain points, and goals of your potential buyers. Typically, B2B buyers are on the lookout for value-add partnerships with solution providers. To captivate your audience from the get-go, you will need to make sure that your B2B website is built around a consultative model that offers value for your site users. These best practices will get you there.
1. Professional tone and appearance
Maintaining a professional tone and appearance is essential for a B2B website. This doesn’t mean that your site has to feel overly formal or impersonal. Instead, having your target audience in mind, it needs to be able to show your business’ credibility and establish your position as a leading expert in your field.
Inspire confidence in your products by including social proof in your website, such as testimonials and case studies that can attest to your expertise. Likewise, build trust by having a clear “About Us” page that captures the essence of what your company is as well as the people behind the business.
Finally, yet importantly, make sure that your business is seen in the best possible light by paying attention to details, from choosing the right site organisation, font and background, colour scheme, mobile-friendliness, and every single element displayed on your website.
2. Quality content that attracts the right crowd
For a B2B company, having the right content on their website is key to drive inbound traffic and lead generation. Studies have shown that over 80% of B2B buyers resorted to viewing at least five pieces of content during their purchasing journey, so it’s essential to understand the type of content that captivates your target audience.
Consider providing free educational resources for visitors such as blogs, whitepapers, and webinars that could further showcase your expertise and credibility. This will also give your visitors a reason to come back if they’re not immediately ready to make their purchasing decision. Keep in mind that these resources are there to complement your main offering, and not distract them from completing their purchasing journey.
3. Simple navigation and visible CTAs
All successful B2B websites have one thing in common: they offer ease of navigation and a clear call to action. In fact, 76% of consumers say the most important aspect of a website’s design is that it’s easy to find what they want.
Make sure your website has an easy-to-use interface that could conveniently capture and keep your visitors’ attention. On top of it, have prominent and inviting CTAs that make your visitors’ journey smooth and seamless.
4. Clear language, superior images
B2B website visitors are targeted. Typically, they are already well aware of the business they are into and services they are looking for. In communicating with them, make sure to use clear language, yet specifically tailored to your audience’s interest and niche.
In practice, this may mean using industry-relevant terms or specific industry terminology spoken by your target audience. When done right, not only this could be an excellent medium to showcase your knowledge; it also adds value to your
Search Engine Optimization (SEO) and improves your search visibility.
However, be careful in overusing buzzwords and cliches that it may convolute your message. B2B buyers are looking for authenticity; using too many buzzwords and dull jargons can make your communications feel generic and act as a red flag for buyers.
Similarly important is making sure that your website only displays high quality, superior images across the board. Whether you’re using customised stock photos or relying on animation, keep in mind that great images can elevate a business’ online image, project your unique brand voice, and generate a lasting impression.
5. Stay on top of the game
Take time to know your website’s visitors and gather as much data as possible on how they interact when they are on your platform, to understand their interests, and what appeals to them. This is extremely useful to stay ahead of your competition and continuously improve your contents, and therefore, your business.
Furthermore, be sure to get yourself up to speed on the current B2B website design trends and technology that could further your advantages. This could be a make or break in terms of winning new prospects; failing to keep up could make your website looks outdated and tired.
When it comes to B2B businesses, innovations expand opportunities. On the next section, we will share some insights into design trends and technology to look out for in 2020.
The key B2B website design trends of 2020
Whether you’re looking to improve your User Experience (UX) or to refresh your content, here are some of the most significant web design trends and technology in 2020 that you could implement for your website.
A. Voice User Interface (VUI) Design
With smart speakers like Alexa, Ok Google and Apple Homepod popping up everywhere, voice search is now beginning to influence how content is discovered on the web. It is estimated that 50% of all searches in 2020 are voice-activated, making it crucial for your B2B website to implement a dedicated VUI design that will make your pages voice-friendly.
B. Artificial Intelligence
AI use in B2B websites, notably through chatbots, is nothing new. However, in 2020, it is time to optimise the use of your chatbots to offer a more sophisticated, round the clock assistance for your visitors. Recently, Google developed quantum algorithms, geared towards making chatbots smarter and more ‘human’ than ever. If you’re looking to improve your site visitor’s journey, this might be the right technology to implement.
C. Bold Typography
It’s all about attention-grabbing typography in 2020. This year, don’t be afraid to use massive text, bold colours, and eye-catching designs for your web pages to project a powerful message to your site visitors.
D. 3D Design
When done right, 3D design can be a great medium to communicate your offers and impress your site visitors effectively. With the rise of 3D technology and software, designers can now take advantage of impressive 3D design suites in 2020 to improve interaction with prospective clients on their website.
B2B website design best practice and trends in 2020: some final words
A web presence is one of the most essential parts of doing business for any B2B company. To be successful, it is crucial to make sure that you tick all the boxes in the best practice list and know the right technology to implement.
Keep in mind that no B2B website is the same. B2B buyers are typically informed and looking for value-add partnership, so a personalised approach is required to ensure that your content is captivating for your prospective clients. If you need more assistance in designing a B2B website that’s specifically tailored for your business and your clients’ needs, don’t hesitate to talk to us. Mowgli is here to help!