Originally posted on March 30, 2020 @ 5:31 am
Business-to-business (B2B) websites and business-to-consumer (B2C) websites differ greatly in their functions; thus they have to inherently be distinct in their designs. The designs and themes which can help garner success with B2B audiences are not the same as what B2B customers find engaging. Also, the products, services, and goals of these companies/websites vary, and so do their websites and the medium of their designs.
Only 58 percent of B2B websites have successful user experiences. Promoting a B2B business and driving its revenue is no easy task. The website often faces deficiencies and are ineffective because owners fail to recognize the need for a new approach. The design of B2B websites cannot echo those of B2C sites, even if their success is something to be admired. Focusing on what a B2B audience wants is the actual trick that needs to be taken care of.
Differences between B2B and B2C
These two different ventures can be confusing at most times based on their web design and marketing strategies. It is imperative to note that there are many subtle differences that can make or break a business. The variances are what makes the two different concepts unique from one another, in function and in practice. Also, the sales cycle is the most notable distinction as B2B sales have the habit of taking a long time to be nurtured properly. Thus, they are more complex than semi-forward B2C sales, especially when it comes to services. B2B also requires more investment in relationship building with clients than their counterparts.
Designing a B2B Website
Before starting such a huge design project, you need to be clear of certain goals. The site has to provide clarity, be attractive, and be attentive to the uses as well as be easy to navigate. Furthermore, it needs to give relevant and accurate information about your business. The needs of other businesses and consumers are very different and have to be addressed head-on. The number of details you will present and the design you will eventually adopt need to mirror this requirement. The main approach has to focus on what your industry asks of you and what your clients will expect. This will all be made clear with a website design that gives your users exactly what they need, exactly when they need it.
1. Employ Effectiveness
Your B2B marketing strategy will go nowhere unless you are employing an effective web design. The crucial nature of effectiveness in your design will compel more users towards your brand. Your content marketing plan will acquire more discipline and can impact people to form a committed relationship with your company. Specific opportunities can arise this way which is how you can have more conversions to valuable leads. Thus, issues like allowing visitors to navigate your site intuitively, finding information in the least number of clicks, all of these concepts will encourage more people your way.
2. Appeal to Your Audience
Your target audience is what is important. Each audience will have their own pain points and behaviors and thus their own motives for visiting your site. Since your focus is not on individual customers, B2B marketing aims to reach other companies who will want to make purchasing decisions depending on their rationale and impression given by your site. If you know your audience, this will be a piece of cake.
3. Nurture Future Leads
The best part of a good B2B design is the communication of your message as a brand. This will entice more visitors to complete a purchase and will thus give your business more leads. Prospective clients need to have no doubt in their minds as to why they chose you and this will happen after you create a clear, compelling, and well-placed call to action on your site.
4. Know Your Goals
Immediate sales are not the typical goals of a B2B website. The idea is building a relationship with buyers and giving careful consideration to the contact information and branding that draws them to you.
5. Design Work and Growing with Buyers
The right design work ensures that B2B websites are scalable and integrative. There needs to be a certain functionality that your content is providing and gives no issues down the road. New services, personnel, and locations can be added. Non-technical people can notice these changes and this affects the journey of your buyer from start to finish. Their journey is slow and gradual where they fill out the contact forms and find a representative. To assist them in their quest, your B2B website should contain powerful CTAs and a visible contact page. These are some tweaks that can be made which will help your business grow with your clients.
B2B buyers will not act on impulse. They have a realistic approach that differs from B2C consumers. Making large purchases is more likely considered to be an investment to their own businesses and making the wrong one will lead to detriments. Thus, to grow with your buyers you need to add these extra features to your site before they can commit. The way your B2B website looks and its contents will speak volumes.
6. SEO Optimization and B2B
Once you have established a base for your site and added in the relevant details, you will need to address the benefits of SEO. To reach more customers and generate greater revenue, the SEO options for B2B websites can be divided into:
- Keyword research that will lead you to your target customers, focusing on words and phrases that are most searched for
- Offline optimization which links back to your site through social media prompts for events and giveaways
- Online optimization where you use online elements like meta descriptions, title, and anchor words to attract more visitors
Because the purchases your business makes are significant and long-term, more people need to weigh in on the buying decisions. So you can expect people to be searching Google for very different queries and SEO will ensure that you are prepared to meet their requirements.
Whether you are designing a brand new B2B site, or are revamping your old one, this guide will give you the right mindset to get started.
Sarah Jay has been working as a content writer for many years. She currently writes for Logonado and is interested in marketing strategies, building websites and software applications. So if you want to know how to design a logo or catch up with the latest tech, check out her work.