Your website is your first impression and it can make or break your relationship with the customer. A bad website can reduce a potential customer’s trust, prevent them from finding information, and reduce the chances of them contacting you.
The team behind WebEnertia been building and designing websites for decades. They started their job at the start of the dot-com explosion and have dominated the market ever since. They bridge a unique gap in the market by reaching out to B2B businesses, helping them design compelling brand stories and websites that drive traffic and sales.
But B2C website design and development is vastly different from B2B design. Today, the WebEnertia team is sharing their top tips for building a compelling B2B website that converts.
Understand the difference between B2B and B2C design needs
Your website is the most powerful digital marketing tool available to you. This helps increase your brand visibility and drive sales for your organization, providing a direct connection to customers and moving the business forward. Ten years ago, maybe it was enough to just be online (in whatever capacity, with all the tools you could manage) to participate in digital marketing.
In 2021, this will not be enough. Now, in order to strategically use digital marketing, brands need a deep understanding of their industries, markets, competition, and users. Every B2B business leader needs to understand what distinguishes B2C design from B2B design.
A B2C website aims to create urgency for a single customer to purchase using a payment process based on an impulse, emotion, or personal need. A B2B website, on the other hand, is designed to sell higher priced solutions with broad organizational impact that require longer sales cycles, training, and buy-in from multiple buyers.
These nuances are essential in the design process.
B2B companies must define their brand
In a very competitive B2B climate with marginal offer differences between brands, it is not enough to have a great product or a go-to-market strategy. You also need a great brand to provide the framework for your customer education and storytelling. And for B2B businesses, your website is one of the deepest representations of your brand. Establishing a clean and authentic brand is the best way to make sure that your site stands out from your competition and connects in a more meaningful way with your visitors.
- Positioning of the brand: Define your brand’s DNA by asking yourself ‘what’, ‘why’ and ‘how’. The answers to these questions will provide the positioning and purpose pillars necessary to lay the foundation for creating any brand experience, like your website. The hero space on your home page is a great place to establish your positioning.
- Visual identity of the brand: Your logo, images, iconography, typography, colors, infographics, illustrations, and other design templates should be an authentic representation of who you are. They work hand in hand with your positioning and your goal to convey the right message and differentiate you from the competition. The use of your brand’s visual identity elements should be deliberate and consistent across the entire website.
- Brand voice and messaging: Establish a tone that reflects your brand personality and creates a full expression of who you are. Voice and visual style are two sides of the same coin. The personas of your audience should strongly influence your message. What’s your potential client’s pain point? How does your solution or product solve it? All of this should be clear in your website copy.
Understanding Buyer Personas in B2B Marketing
When it comes to B2B purchases that cost thousands or even millions of dollars, it’s not as easy as putting a product in a cart. A successful sale in this space often requires content marketing, product trials, demo requests, ROI calculators, and sales calls that generate leads and then spur negotiations around the purchase. Understanding your personas, from C suite decision makers to technical users, is the first step in supporting this long and complex buying funnel.
A single brand’s audience can consist of dozens of individual roles, but each falls into one of three main categories:
- Decision-makers: It’s easy to get hooked on this persona, but remember this: Most importantly, decision makers need to understand the benefits of your solution and why it works for their business. Create relevant content that answers these questions and offer clear calls to action so they can take the next steps.
- Recommendations: Recommendations help narrow down the shortlist of products reviewed. These customers are often more interested in ROI calculators, support pages, customer testimonials, competitive comparison charts, feature articles, and blog posts.
- Users: Their mandate is to deepen the nuances of your products and solutions to understand how they work. This is the group you help troubleshoot for, so be sure to position your product detail pages, white papers, and case studies with their specific needs and questions in mind.
Setup for successful lead generation
A B2B organization must create a pipeline of significant interest for the product or service it offers. Here are some of our favorite tools to help you generate leads.
- CTA: Whether you’re offering a free demo or requesting contact information, persistent calls to action are a great method to promote engagement. These are buttons or forms that follow site visitors throughout the site and may still be visible.
- Content gating: Content control, when users enter information to access it, is a powerful tool that helps build a database of credible and qualified leads. You ensure that only serious applicants will download by blocking content, cutting straight to the cream of the public.
- Interactive content: Demo videos, ROI calculators, and animated infographics are great examples of high engaging content that should be in place for any serious lead generation strategy on a B2B website.
Web design is a huge investment for any business. Whether you’re launching your first website or revamping an existing one, know that these strategies will help you get the best ROI and create a website that reaches your customers from the first impression.