Digital transformation is not simply a trend, nor a pandemic workaround—rather, it is a predominant path for B2B sales globally. As buyers flexed to remote and digital ways of engaging, B2B website design will be imperative going forward. A strategically effective website must be capable of informing, captivating, and persuading consumers to engage with brands. This amalgam of different iterations in a lead generation process is what makes a B2B website different from a normal website. Therefore, brands that are looking for the most effective sales route must not only leverage a good-looking website but must incorporate efficient structure, appealing content, relevant layouts, SEO and much more.
B2B Website Design vs. B2C Website Design
Almost every brand has a website nowadays. Several brands, without contemplating the actual purpose, tend to blindly follow an attractive web design. It could be a design similar to their competitors’ sites or simply an attractive template from the internet. Little do they know that these websites, other than looking attractive, will not help in generating leads or convert customers in the long run. Brands pursuing this archetype of websites fail to understand the innumerable key differences between B2B and B2C website design.
Though both B2B and B2C websites need to be aesthetically pleasing with a clear, concise design; the entire purchase and customer interaction process is much different. Typically, a B2C design will only have to offer a seamless user interface that provides a convenient and fast buying process. However, a B2B website design must achieve sustainable sales growth or margin improvements through interacting with industry veterans who already know about your products and services.
Significance of Web Design in the B2B Industry
For B2B customers, your website is the face of your business, it’s where customers are introduced to your brand and further interactions take place. Several brands make the usual mistake of leveraging a B2C website design for a B2B business. This could significantly affect lead generation and sales conversion as B2C websites are not built with complex customer interaction in mind. Which is why industries must follow the best practices of a B2B website design while catering to customer needs. Essential lead generation elements such as CTA’s, platform-independent nature, focus on UI, UX and SEO functionalities are absolutely imperative in a B2B web design. A B2B industry must not just focus on appealing to their audience but must ensure great digital interactions and of course, the human touch.
Few examples of successful B2B Website Design Trends are shown below:
Key Best Practices for Designing a B2B Website
Know the Buyer Persona
Brands can end up marketing and reaching out to audiences who have absolutely no interest in their products or services. This approach often sees their customer interactions decrease rather than increasing, despite significant efforts, expenses and resources. A B2B brand must be appealing to the right audience and it can be done through analyzing the data obtained from the website, such as demographic, visitor requirements, their pain points, etc.
Responsive Web Development
Brands that reach out to web development services must ensure they integrate scalable and flexible designs that easily adapt to different platforms or devices. A responsive web design can provide a fully immersive experience for customers, making sure they constantly get relevant information a website has to offer.
There is no better marketing tactic than providing proof about the value or quality of your product/services. User reviews, ratings, testimonials, social advertising are all an inextricable part of how you do business. Moreover, these social proofs cover most of the marketing part by letting the results speak for themselves.
Unlike several other changes prompted by COVID-19, the digital transformation shift has had some positive consequences—and could actually bring new opportunities. Web design in Toronto is seeing a significant increase as more businesses and brands are adopting an online-first approach, radically reshaping the B2B environment. By leveraging an effective B2B website design, your brand can maximize value creation by reaching directly to your target audience. So make the best out of an effective B2B web design today!