How to Design a High-Conversion B2B Website for Enterprise
In the business activities of enterprises, especially in the digital age, the B2B website plays a vital role in marketing and lead generation. Therefore, before designing and building an efficient and high-conversion B2B website, you must have a deep understanding of who you are and what you want. What are their psychological characteristics and visit intentions, and how are their purchasing behaviors generated? Take some time to make these clear and then integrate all the elements into the website design to achieve your business expectations.
B2B sales cycles are more complicated and often longer. Most website visitors aren't prepared to get in touch with you or make a transaction. The average customer journey is much longer than it used to be because each purchase decision needs to be approved by multiple stakeholders.
Designing B2B websites in accordance with best practices is essential to ensuring that they work efficiently and meet the expectations of their target audiences. It's also important for B2B businesses because an interesting site design brings in more traffic from organic searches. This traffic can then be turned into high-quality leads that help the business grow.
B2B website design doesn't just make the website more beautiful, of course, it's one of the elements. Before and during the construction process, designers and marketers must work together to understand market needs from the strategic level of a company's development, and integrate potential customers' purchasing psychology and design elements in order to create excellent design solutions.
Overall, the more accurately you can target potential customers, the better your website will be at guiding customers through a smooth buying process, which has a huge effect on how many orders you get.
Next, let's discuss 10 tips and strategies for how to design a high-converting B2B website design.
Keep it simple, but clear
The B2B website is not only to display the company's brand image and products, but more importantly, its digital marketing purposes. It seems reasonable that you would want to publish a lot of information on your website, and you undoubtedly want it to be seen online. No matter how much information you have to put online, though, it's important that your site's design doesn't get too complicated.
When someone visits your website, they need to be able to quickly and easily locate what they're searching for. And with a straightforward website design, you can provide your visitors just this type of experience.
Your website visitors may become lost or forced to search for what they're searching for if your web design is overly intricate. This doesn't exactly provide customers with the ideal experience, and not many of them will stay on your website for very long before deciding to go to your rivals.
Storytelling with images, video, color, and fonts
There is no better place to share the narrative of your company than on your website, which is something every firm should do. One of the finest ways to distinguish your business is through storytelling. On your website, it may help you make your content more memorable and help you interact with users on a more personal level.
To tell a story on your B2B website, a skilled web designer may use the following:
- Fonts and colors
- interacting elements
- Videos and images
- Visual symmetry and hierarchy
Every picture on the page has the potential to help or hurt how you want to come across to visitors. Visitors' emotions may be evoked by colors, which are a very potent instrument. The colors and fonts on your website can help set the tone, whether you want it to be friendly and fun or serious and authoritative.
To direct users' attention and make the material simpler to read, your website design should also employ space and visual hierarchy. The placement of items in a way that communicates different degrees of importance is known as visual hierarchy. On a website, a designer arranges material in a way that leads users from headers to subheadings in the proper sequence by using different fonts and sizes.
Easy to find your services
How do your potential customers get the information they want in seconds? It's navigation. Without website navigation, your visitors won't be able to find your blog, products and services, prices, signup page, contact information, or help files.
Start with this general guideline: a visitor should be able to arrive at any page on your website and locate what they need within three clicks. In a perfect world, each visitor would access your website from the home page and proceed in the same direction. That's not the case, though. Visitors to websites move around a lot.
Keep in mind that you want visitors to stay on your site and browse around more. Give them motivation to click on links by arousing their interest and luring them with tempting deals.
Appealing Call-To-Action
A message that pushes visitors to take a particular action is known as a call-to-action (CTA). Despite how abstract this may sound; you undoubtedly see dozens of CTAs online each day. You probably already have one or more on your own website.
The majority of CTAs are buttons with language like "Buy Now" or "Download a Free Trial" on them. A CTA, though, can be as straightforward as a "Read More" link in a blog article. Consider a CTA as a means for you to clearly indicate what you want your users to do, whether that's pointing them in the direction of pertinent information or incentivizing them to finish a transaction.
Use size and color to catch the user's attention.
Your CTA's visual appeal may have a significant impact on how successful it is. In fact, your CTA's presentation and design are perhaps its most crucial components. The primary factor is visibility. Users are far less likely to click on your CTA button or banner if they can't immediately see it. Because of this, we advise using a button in place of a text link. Buttons are more visible and are therefore more likely to be seen and clicked.
Location Is Crucial
The positioning of call-to-action buttons is crucial for a website's ability to attract visitors. A call-to-action button's placement in conspicuous areas, like the top of a web page, can increase landing page conversions since consumers are more likely to see it and respond.
Mobile-friendly and responsive
A website must be responsive to mobile devices to be successful. More than one-third of American adults complete all of their online shopping using a mobile device, and American adults spend more than five hours each day on their phones. Of course, the mobile website for your company needs to provide a good user experience.
Potential clients may just leave your website if they find confuse layout on the mobile device. Obviously, a bad user experience on the mobile phone will directly lead to a decrease in the search ranking of the website in Google. In addition, due to the high jump rate, the website will be evaluated as poor accessibility by google search engine.
Improve website speed and performance
Why are page speed and performance so important for your B2B business? Since everything is impacted by page speed, including user experience, brand image, and conversions, each of your pages must load, whether you operate an e-commerce site, a company website, or a straightforward blog, and load times may essentially make or destroy your online business.
The first impression of your company is created by the speed of your website. It's critical to realize that you only get one shot to get the user experience right. One of the things that will make people dislike your resource is a slow website.
High-performance websites have greater conversion rates, lower bounce rates, higher engagement rates, higher organic search rankings, and better user experiences. Your reputation will suffer and you will lose money if your website is slow. The marketing and sales processes will benefit from a faster page load time. Increased traffic and more qualified leads that can become customers will result.
With HaiCommerce, you now have a new option: we built the website with JAMstack architecture, which is a future-proof tech stack with serverless, incredible blazing-fast page speed. Using JAMstack is the best-in-breed solution for enterprises to empower their businesses globally.
Create content for your customers
Understanding their requirements and desires through market research, polls, interviews, etc., will help you create the correct content. Once you know what they are, create material for your website that will meet their expectations. To help website visitors feel a connection to your brand, make sure the colors, fonts, photos, tone of voice, and other elements are specified for each department or section. Continuity fosters confidence.
By providing a variety of options for users to get the information they need, you may provide value. If you provide several routes for your visitors to take in order to find what they want, as opposed to just one, they will be grateful.
Consistent UX design for brand identity
Consistent design is intuitive design. It improves the world and is really helpful.
In other words, usability and learnability increase when related pieces have a unified appearance and comparable behavior. People can transfer information to different settings and learn new things fast and painlessly when consistency is inherent in your design. This way, users can focus on getting the job done instead of constantly figuring out how the product's user interface (UI) works.
It's like attempting to interact with users in many languages when the user interface is inconsistent. Only experts will be able to complete their jobs. Be straightforward and consistent.
Confusion is eliminated through consistency: when a user is puzzled, frustration follows. That's not how we want our cherished users to feel, is it?
Saving time and money through consistency: Predefined components are typically used to construct consistent designs. This makes it possible for designers and other interested parties to decide swiftly without wasting time debating. This reduces the amount of time needed to create the product and make small adjustments.
Integrating with SEO optimization
Most enterprises don't consider SEO until after they've had a website developed (or rebuilt), and as a result, these sites frequently fall woefully short in terms of SEO and digital marketing. Their company may appear to be successful, but if marketing knowledge is not incorporated into the design phase, you will be running the marketing race on one leg, which makes it impossible to progress.
Web design for SEO is the process of creating websites that are optimized for search engines. When a website is optimized for search engines, Google and other search engines can efficiently crawl each page, understand the information, and index it in their database. After being indexed, companies may then provide their visitors with the most valuable and pertinent web pages depending on the themes they search for. The more an SEO team is involved in the web design process and the better the SEO strategies are, the more likely it is that your site will be indexed and show up on the first page of search results.
SEO for websites is essential for most businesses to prosper online. The same ideas that underpin strong SEO also support efforts in sponsored search, social media, and other forms of inbound marketing. If you get this wrong, your chances of succeeding in digital marketing are slim.
Consider the possibility of B2B E-Commerce
B2B ecommerce websites provide your clients a method to buy your items online, as well as a number of other advantages for your company. Imagine that your customers, dealers, or distributors can manage their orders, budgets, and view prices and current promotions online while seeing both their online and offline orders in one location. A purpose-driven B2B ecommerce digital experience platform may also be integrated into a firm to maximize productivity, boost revenue, and enhance customer experience.
Our expectations for B2B purchasing experiences have been formed by our personal shopping experiences. In their daily lives, consumers are accustomed to frictionless purchasing experiences such to those offered by Amazon. A Forrester poll indicates that the demand for digital ordering tools among B2B buyers is rising. More than 72% of B2B purchasers believe that purchasing through a website is more practical than doing so through a salesperson.
How can HaiCommerce's enterprise solution boost your business?
Firstly, we use the modern JAMstack tech stack to develop B2B websites, which allows our enterprise customers to develop modularized functionalities on demand.
Furthermore, it is good for enterprises' globalization through the multi-language construction method. Since JAMstack is deployed in different nodes of the CDN network, with amazing fast speed, all of these are conducive to the development of international business.
In addition, all of our website designs are integrated with content marketing strategy and are SEO-friendly. We will dig out the growth demand from the start to help our customers get more revenue.
Finally, we use the Front-as-a-Service model to reduce overall development costs while also providing valuable future expansion and maintenance for the enterprise.
Conclusion
As a digital product, the website is expected as significant digital infrastructure in the future. Designing a B2B website with a high conversion, the enterprise needs to consider many factors. Developers, designers and marketers have to communicate effectively and continuously improve the digital infrastructure in order to steadily promote the business growth.