In today’s world, your digital presence is more important than ever. Companies with a business-to-business (B2B) model are expected to present themselves professionally online in order to gain trust and credibility. A professional, well-built website is central to attracting and retaining high-quality clients.
There is a lot to take into consideration when it comes to creating a seamless web experience for your users, which means it can be easy to miss the mark. In this post, we’ll address a few common mistakes to avoid when it comes to B2B website design.
When potential or current clients visit your site, they expect to find the information they are looking for quickly. It is pivotal to have this information easily accessible, otherwise, users may become discouraged and bounce off your site.
Many sites feature confusing menu structures that make it difficult to find even the simplest pieces of information. A feature that is often overlooked in B2B web design is a condensed and easy to use main navigation menu. Breadcrumbs are also an important feature that allows the user to see where they are on your site at all times.
Important pages, such as contact pages and inquiry forms, should be quick and easy to find. As a best practice, your most important content should be within three clicks from the homepage. If users can’t quickly and efficiently find the content they need, they are likely to look for services elsewhere.
The Berkshire Company is a great example of a B2B business that has an optimized site structure. Their site includes a simple navigation and breadcrumbs that show the user exactly where they are while navigating their site.
Your homepage is essentially the first impression of your company, so it’s important to make it pleasing to the eye. Many B2B sites pack their homepage full of large blocks of texts or graphics, which can be incredibly overwhelming for the user. While it is critical to ensure your users are informed, there is a fine line between informative and overwhelming.
Consider adding less content to your homepage so you can draw attention to points that matter. Let’s look at Quid, for example. While this minimalist design approach is usually a rare choice in B2B, you’ll notice that the simplicity of the homepage makes small statements more impactful. Keep your homepage clutter-free and users will be far more likely to stick around.
Not Mobile Friendly
Mobile traffic has increased by approximately 222% in the last five years. In 2018, mobile devices accounted for over 52% of web traffic worldwide. This means more than half of your incoming traffic is accessing your site via mobile devices, whether it be a cellphone or a tablet. Despite this staggering statistic, many sites are not mobile responsive.
It is wise to check your site on a variety of devices to ensure your content properly displays. There are numerous tools on the web that allow you to check how content displays on each device, such as this SEO analyzer. Take advantage of tools like these, as they have the ability to greatly improve your site’s user experience. It is crucial to ensure every user has a positive experience on your website, regardless of the device they are using.
No Links to Social
Your website is the perfect place to advertise any social channels your company has a presence on. There is a common misconception that B2B businesses don’t need social media platforms, but this is far from the truth. Social media offers endless opportunities for B2C and B2B businesses alike.
Many websites bury links to social channels under walls of content or just leave them out entirely, which is a missed opportunity for user engagement. We recommend placing social channel buttons in the footer of each page on your website. This is the most common placement for social media links, so users are likely to search for your accounts there if they have an interest in following them.
No Sections Dedicated to Educational Resources
Many B2B web visitors aren’t ready to talk to your team right away. Most of the time, these visitors are searching for resources and information about your company before they decide if they want to take the next step.
You want this experience to be seamless, which is why it is essential to include sections on your site that are dedicated to providing adequate, easily accessible content that will educate potential buyers and move them further down the conversion funnel.
Add a “Resources” section to your site to share beneficial assets. A resource section can contain content like research papers, white papers and ebooks. Don’t forget to gate these assets strategically to capture the user’s contact information.
Did you know B2B marketers who use blogs get 67% more leads than those who do not? Having a blog is another important place that users will look for information on your site, yet only 33% of B2B companies have one. Having a blog and consistently producing articles that answer your prospects’ questions is essential to converting web traffic into leads.
Consistency is key when it comes to great web design. Visitors of your site are looking for a seamless, integrated experience. A common mistake we see when it comes to B2B websites is the lack of a central design theme.
Some businesses may think having a consistent design across their website can become repetitive and boring for the users. But, that couldn’t be further from the truth. Studies show that our brains prefer recognizable brands. Keeping elements such as fonts, colors and imagery the same across your entire site is important for establishing your brand identity. If a user clicks on a page that looks different from the rest of the site it may lead to confusion and loss of interest.
Optimizing User Experience is Key to a Quality Website
Overall, the most important aspect of your B2B web design is providing an exceptional user experience. Users should feel confident when browsing your site, not confused and misled. A seamless website experience is guaranteed to bring you repeated, happy customers.