6 B2B Website Design Tactics That “Lead” to Increased Sales
Designing a B2B website is a bit different than developing a B2C or run-of-the-mill site. There’s a heavy lean toward value proposition, identifying pain points, clearly providing solution benefits, and more. Not to mention the actual layout and design aspects.
This can be pretty overwhelming for B2B business owners with hopes of bringing their online presence to the marketplace as fast as possible. However, these challenges can be easily overcome with a few B2B website design tactics.
The following serves as your quick guide to developing a B2B site that generates more leads and sales.
1. Think Mobile, Sell Mobile
Before we jump into highly impactful B2B tactics like value proposition, let’s first discuss a few technicalities. One of the most important of these technical tactics to employ when developing your B2B site is mobile-friendliness.
Mobile searches overtook desktop searches a few years back, and it will continue to be the top user search device in the unforeseeable future. This makes having a website design optimized for mobile users vital.
“B2B customers have mobility in mind. That means mobile is more than a channel; it’s really a moment, a point in time and space when a B2B customer pulls out a mobile device and wants to do something for work within the immediate context,” Wilson Raj of SAS Institute told eMarketer.
2. Site Performance Must Be Top-Notch
The performance of your B2B website is absolutely important. This is true for both desktop and mobile devices. If your website fails to load in three seconds or less, you’re likely to lose that potential lead and sale to a competitor.
When designing your B2B website, be sure to keep performance a priority. This means having fast loading pages and perfect server support to eliminate site uptime issues. During the design stage, compress images, embed YouTube video code instead of uploading clunky video files, and ensure your CSS is in order.
After you have your B2B website up and running, you can check metrics like site speed using Google Analytics and online speed test tools like Pingdom.
3. Define Your Value Proposition
With a few technical B2B website design tactics under your belt, let’s turn the attention to more in-depth business development tactics, like your value proposition. A well-defined value proposition is an essential element to B2B lead generation and sales.
What is a value prop? This is your offer to potential B2B clients that showcases how your solution is at the top of the market, as well as how you aim to deliver on the promise your solution is the best.
Now before you start typing out a page long value proposition, know it needs to be very short, maybe two or three sentences at the most. And it should be placed high on the website layout, usually above the fold.
4. Make CTAs Pop
Generating leads and netting sales relies heavily on your ability to create powerful calls to action. When it comes to website design for B2B leads and sales, you can leverage CTA buttons to maximize conversion efforts.
CTAs need to really stand out to attract and compel a potential client to click. “The reason why they will click is because you are going to offer them something in return,” Leaf Design of Toronto said. “Your offer to them can be a whitepaper download, a discount coupon, or a free trial of your product.”
This is a bit tricky and you’ll need all your design powers, but not impossible. For example, CTA pop-up forms should be clean and simple to capture the email you need for the future sale.
5. Keep Design And Layout Top Priority
Ever visit a website with a poor design and cluttered layout? You most likely backed out pretty quickly never to return to the site again. This experience should always be on your mind when designing your B2B website.
You want to provide potential clients with easy navigation, clear data and information, well-placed visual content, like videos and images, a concise menu and footer section, as well as plenty of white space to keep users from experiencing eye strain.
A crisp, aesthetically pleasing B2B website design can have a serious impact on netting more leads and conversions. Make it a priority and you’ll be following up on quality leads daily.
6. The Work Never Ends
Once you design your B2B site and launch it, you may be thinking that the work is done. However, it has really just begun, because perpetually improving your website and user experience is a must to grow your business into a successful one. This is where customer analytics play a role.
“The goal of customer analytics is to create a single, accurate view of a customer to make decisions about how best to acquire and retain customers, identify high-value customers and proactively interact with them,” Margaret Rouse of TechTarget explained.
Once you begin compiling key analytics and customer data, you can tweak your website design and content to make it even better than it was prior to launch. This ensures you’re on top of performance, user experience, and most likely, your industry.
Design Your B2B Success . . .
There are a number of website design tactics you can employ for your B2B business. The above will definitely get you off to a great start, but never stop making tweaks. Set up goals, analyze, and adjust for more leads and sales. What B2B website design tactic has generated the most leads for your business? We want to hear about it.