For many B2B organizations, web design is the best sales tool at their disposal because B2B marketing has unique challenges when it comes to building customer relationships and optimizing a high-performing B2B website funnel.
Whereas B2C sales are usually completed within one website visit, B2B companies rarely expect immediate purchases on their websites. Instead, B2B sales cycles tend to be relatively long, often consisting of multiple interactions across multiple connected devices. That’s why the best B2B websites are designed to inform, captivate, and persuade people to engage with brands.
Designing B2B websites effectively is key to driving organic traffic that converts into quality leads. The better your website’s user experience, the more positive, lasting impressions your brand will leave with visitors.
So keep these 8 great examples of B2B web design in mind as your B2B organization designs its own website:
8 Best Practices and Examples of Great B2B Website Designs
On a list of the Most Exciting Products, “envelopes” probably doesn’t rank. However, you couldn’t tell by visiting Blake Envelopes. Their website has a vibrant, cheery feel, and captures the audience’s attention by featuring a variety of their high quality product line.
Asana does a great job directing their audience exactly where they want them to go. On their homepage, a giant call-to-action waits in the “first fold” to convert their visitors into consumers, followed by an eye-grabbing animation of their product in action.
Less is more. There is no need for clutter and chaos. Quid is a great example of this theory, improving their user experience with a minimalistic approach (a rare choice in B2B web design) to reduce load time and increase readability. When there is less content on a page, it has a way of drawing more attention. Quid’s homepage design is polished and simplistic, making small statements impactful.
Zendesk has done an amazing job by focusing on great customer support right from the jump. You can chat and talk to a live person while getting the full experience at the tip of your fingers.
What are you offering? The audience should be able to instantly identify the company’s purpose and how it will deliver. Rather than excessive attempts to drive buyer motivation, focus energy on addressing how your company will provide solutions.
Offering vibrant, positive content to users will only lift your brand in a positive direction. Pick a brand voice that aligns with your company’s mission statement and run with it. Keep readers informed while portraying your company as relatable and reliable.
Keep in mind the impact good content has on your design. A beautiful website with poor content is ineffective at best, and it will fail to capitalize on many valuable business opportunities for your company. Follow these tips when producing B2B website content:
- Briefly explain products/services upfront. Visitors need you to get straight to the point. At the first sign of ambiguity, they will bounce from the page and move on to one of your competitors.
- Show the benefits of partnership. If they decide to partner with you, what will their customers be gaining? Use case studies and previous successful partnerships of the past to show rather than tell. Actions speak louder than words.
- Strategically place content. It matters. Thoughtful placement of content is crucial to directing visitors to your call-to-action so that more of them convert. Placement of content also establishes a hierarchy within your website, helping visitors prioritize the more important information.
Instead of directing users through complex navigations and category pages, choose a B2B web design that takes them on a journey. This approach moves towards conversation marketing rather than content marketing. Conversation marketing uses content to understand what it is that the user is looking to find, and then proving the tailored information needed.
D.FY utilizes captivating videography to illuminate their content with a story of “who they are.” This is a trend that is becoming extremely popular on home pages to take the place of excessive “about” content.