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 moving them through your marketing funnel to convert into qualified leads. Whereas B2C sales are usually completed within one website visit, B2B companies rarely expect immediate conversions on their websites.
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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 attracting organic search traffic that converts into quality leads. The better your website’s user experience, the more your brand will leave positive, lasting impressions with visitors.
Consider these best practices and examples of great B2B web design when your B2B organization designs its own website:
8 Examples of Great B2B Web Designs and Best Practices
1. Blake Envelopes | Emphasize the quality of your product
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.
2. Asana | Perfectly placed calls-to-action
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.
3. Quid | Functional minimalism
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.
4. Zendesk | Customer service
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.
5. Batterii | Define your value proposition
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, the way Batterii does on their homepage and throughout their website.
6. Sprint | Quality content
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Sprint’s website recognizes the impact good content has on web design, moving it forward and making it prominent within landing pages. A beautiful website with poor content will fail to capitalize on many valuable business opportunities for your company, so it’s best to follow these tips when producing B2B website content:
B2B Website Content Tips
- 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.
7. Publish This | Design that tells a story
Instead of directing users through complex navigations and category pages, choose a B2B web design that takes them on a journey. This approach, as seen on the Publish This website, 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.
8. D.FY | Captivating videography
D.FY’s website leverages captivating videography to illuminate their content with a story of “who they are” as a company. This trend is becoming extremely popular on home pages to take the place of excessive written content on “About” pages.
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