B2B website design is no longer the flailing non-swimmer in the digital marketing pool that it was just a handful of years ago. B2B is shedding its stigma and enjoying a moment in the digital sun. Grab a cocktail and join us on the pool-side, as we celebrate some great b2b website design ideas.
Finally, real businesses have begun to look beyond whacking a few sad-looking social buttons on their footer, and are actually integrating their social engagement goals into the user journey. Some are even realising that the genuine story behind their brand is genuinely appealing to their online prospects, rather than resorting to a carousel of naff stock images and talk of ‘future-proofing’ and ‘best in class’ - or some corporate nonsense...
We're always on the lookout for cracking B2B website design ideas (because like Picasso says, it's all theft) so here are a few of our current faves:
B2B peeps like to give the impression that they’re super busy, even if they might just be shopping online for a new company car. Whatevs. We’ve all got horrific attention spans these days so make your info easy to find, dammit! B2B products and services can be pretty specialised, with every last chancer convinced (and often convincing) that they’re the best. Get your high-level (as they say in the B2B biz) info up front and supplement it with intuitive navigation to deeper pages with more info on how splendid you are. Zuora do a good job with this; check 'em out here.
I’ve got 99 problems.
Good marketing is all about solving problems - and B2B marketing is this concept on steroids. It’s not enough to tell folks that you’re gonna fix their shizzle; you gotta say how, when and what ROI it will give them. Nudge Digital do this beautifully.
In 2016, let's move on from a simple 'declutter your house' point of view and get onto simplifying your B2B website too. Particularly for those with a tech/IT bent. We love this site from Sonikpass, for its pared-back simplicity and the way it takes the visitor on a journey though the site.
Unless you're actually selling augers, resist the temptation to get boring.
You might be marketing the dullest product or service known to man, but think of it as a test of your creative fibre. Acme is a great example of a brand that won’t succumb to dishwater-tinged promotional shenanigans. They present a fairly snooze-worthy subject matter in an innovative and engaging manner, without detracting from their point or site goals.
Address barriers to sale.
With high-value B2B purchases come inevitable barriers to sale. Addressing all of these in a seamless way is no easy ride. Kiss Metrics and Contently do a great job. Both sites have well-considered, intuitive navigation and user journeys that broach said barriers in a natural, conversational way.
Taxi for one!
Bristol-based creative agency, Taxi Studio, get a gold star for their beautifully presented portfolio and interesting variety of blogging and news stories. This is a site with a local feel and a good understanding of their prospect’s interests.
Saturated market? Be different. Very. Different.
This is my absolute favourite. A beardy dude cogitating above a search bar? Check. Gorgeous data visualisations? Check. Answer the Public is a gem amongst gems. An entire world of distraction and admiration awaits you.
B2B website takeaway tips
- Generally, B2B website user journeys are more complex than B2C, so keeping usability central to your conversion strategy is vital. Investing in the right tools to track individual user journeys and address any barriers or drop-off points is highly advisable.
- Talk to your customers. What do they like/hate about your site and why? What could be improved? What sites do they enjoy visiting, and why?
- B2B sales processes are notoriously lengthy and slllloooooow. What can you do between the point of conversion (contact form filled out, for example) to the sign-on-the-dotted-line? A newsletter perhaps? Don’t let your competitors get in there with a better offer during the interim.
- Consider your prospect’s profile or persona. Don’t make assumptions about their digital nous, one way or the other. Use data or anecdotal insights to support this.
Image Credit: Designed by Freepik