B2B website design

When designing a B2B (business-to-business) website, there is some overlap with one designed for B2C (business-to-customer).

B2C websites are deliberately designed for quick multiple transactions with secure payment processing, easy inventory navigation and management, and the promotion of specials and sales for impulse buying. These website styles are big on imagery and headlines and light on information. They are designed to attract attention, and this is where the overlap between a B2C and B2B website starts and finishes.

While the so-called “wow” factor is needed for a B2B website, thinking the same architecture and content placement applies is a slippery slope. B2B customers are a different beast. Risk-averse, they are far more likely to research longer, ask many more questions, consult with other stakeholders, and spend much more time assessing their options.

B2B business owners and managers are acutely aware of the longer sales cycles and nurturing phases required to convert a potential lead into a customer. Your website must support your sales process by ensuring that businesses that need your services can find you online and that your story is the one they want to hear.

The need for speed and mobility

We’ve spoken about the longer sales cycles and the precautionary nature of B2B customers. However, this is not to be confused with sluggishness or procrastination.

Regardless of the customer profile, websites must be built for speed and mobile responsiveness. Speed is paramount, as nearly 70% of consumers acknowledge that page speed affects their decisions. Optimal conversion rates are achieved with load times between 0-2 seconds, making it imperative for websites to load quickly to minimise bounce rates and improve Google rankings.

Along with speed, a B2B website must feature a simple, intuitive user interface, as visitors have a low tolerance for complexity. Visually complex sites are often less attractive, whereas simpler designs enhance user experience.

User-friendly navigation paths are vital. Menus and page links should be straightforward, and the search function should be instinctive. Since initial impressions form in about half a second, B2B websites should immediately communicate their purpose, target audience, and next steps for visitors.

With the increasing use of mobile devices, a B2B website must adapt seamlessly to various screen sizes. A responsive design ensures that content is accessible and visually appealing on smartphones and tablets. Search engines favour mobile-friendly websites, improving your site’s visibility and ranking. Ensuring mobile responsiveness is essential to a B2B website design for retaining visitors and maximising conversions.

SEO and content for a B2B website

A B2B website must include researched and adequately structured SEO from the initial build and require a greater level and depth of content. The content must be educational, informative, and strategically tailored to attract and retain your target audience.

The style of your content should be clear, concise, and authoritative, establishing your brand as a trusted industry leader. It’s crucial to provide valuable information that addresses your audience’s pain points and offers actionable solutions.

Social proof and testimonials are essential for influencing potential customers’ purchasing decisions. This psychological reassurance can significantly boost conversion rates and customer loyalty and must be included in the website’s content design.

Regularly updating your site with fresh, relevant content signals to search engines that your site is active and valuable.

If your business relies on doing business with other business specialists, a B2B website design is crucial for addressing professional clients’ unique demands and expectations. Unlike B2C websites, which often prioritise emotional appeal and impulse buying, B2B websites must foster trust, convey expertise, and facilitate complex decision-making processes. A well-designed B2B website enhances credibility, showcases industry knowledge, and supports long sales cycles with strategically positioned content that generates leads from desired customer profiles.

Potential customers see your website as a reflection of your business and may decide whether doing business with you is worth their time based on the first impression.   Ensuring your website is designed for your market and can be found online is a great start to establishing beneficial business relationships.

Brilliant Digital crafts B2B websites for clients in diverse industries. If your business is looking for a high-functioning B2B website, contact us today for a no-obligation chat about how we can help you open doors and unlock more opportunities.

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Case Studies

Case Study

Every Trade

Complete rebrand to meet the market

Every Trade was undergoing a rebrand, requiring a website and marketing strategy that truly reflected leadership in the commercial construction industry. With a revitalised online presence and new sales collateral, they are better showcasing their quality work and sustainable values.

Case Study

DEM Fire

50% annual growth in free Google traffic

DEM Fire, Australia’s premier provider of fire and essential services, once struggled with an outdated website that didn’t reflect its innovative solutions for the B2B market. Now, with a modern website and robust digital marketing efforts, they consistently attract high-quality leads.

Case Study

Romar Engineering

100% growth in website enquiries

Romar Engineering, a leader in advanced manufacturing solutions, originally had an overly technical website with difficult navigation and usability. Wanting to enhance their online presence for global visibility, they invested in a new website that delivers increased traffic and qualified leads.

Case Study

Pilot Air

328% growth in website enquiries

Pilot Air, the compressed air experts for over 40 years, faced challenges with an outdated website and unclear marketing. Now, with an optimised website and strategy, they can focus on delivering premier products and services nationwide with a commitment to innovation and excellence.

Case Study

OSA

40% growth in annual online enquiries

OSA, Australia’s most trusted brand in optical network solutions and CCTV, once had a technically proficient website yet limited website. Now, with a new B2B website showcasing their capability and solutions, they’re gaining valuable leads and have joined the Hexatronic family.

Case Study

James Cumming

Qualified lead targets exceeded immediately

James Cumming & Sons, a family-owned manufacturer with over 115 years of industry experience, previously lacked an online presence that matched their market-leading solutions. With an optimised website and strategy, they now regularly attract both national and global enquiries.

Case Study

Water Cremation Systems

Launch of new product nationally and internationally

Water Cremation Systems offers a revolutionary aquamation solution for the pet industry.  Their new website was specifically designed to educate the market and introduce their groundbreaking alkaline hydrolysis machines to the target market. Google Ads helped to increase visibility and expedite results.

Case Study

Dukes

Website delivering consistent qualified leads

Dukes is a leading provider of commercial painting and remedial building repairs and has been transforming spaces since 1958. Their website didn’t accurately reflect brand identity or service capabilities and required its own transformation resulting in increased leads and conversions.

Case Study

PSA Engineering

Effective website delivers qualified leads

PSA Engineering offers integrated and compliant engineering solutions for industries with a can-do attitude and a belief that there is a solution to every problem. Their new website is a powerful lead-generating tool that resonates with prospective clients while respecting their technical message and expertise.

Case Study

Gulaga

Effective website supports tender applications

Gulaga Services is an Aboriginal-owned, premier commercial construction contractor motivated by people and values. With a website update that formed part of an extensive rebrand, their online presence and new sales collateral now reflect their high-quality work and community commitment.

Case Study

North Advisory

50% year-on-year growth in organic traffic

North Advisory saves business owners time and money through streamlined accounting services and clear guidance. Starting as a local, small-town accountant without a website, they have grown into a national player offering an extensive suite of services with a complete digital marketing overhaul.

Case Study

Accounting For Good

30% year-on-year growth in organic traffic

The team at Accounting For Good delivers expert accounting services for Australia’s not-for-profit organisations, allowing them to concentrate on improving the world. Now, with a high-performance website and digital strategy, they’re reaching the right audience and generating qualified leads.

Case Study

SED Graders

Effective penetration into global markets

SED Graders are global leaders in automatic oyster grading technology, cutting oyster production costs and increasing productivity. Initially relying on word-of-mouth advertising, they now have a new website and comprehensive digital marketing strategy driving qualified leads from around the world.

Case Study

Acme Preston

Website delivers ideal enquiry with 30% annual growth

Acme Preston is an established leader in a fiercely competitive market. Their original website and marketing efforts did not yield the desired results. Switching to a custom-branded products niche and updating with a high-performance website has led to consistent traffic and enhanced visibility.

Case Study

Edcon Steel

100% growth in website-generated sales

Edcon Steel, once a local metalworking shop in Sydney’s Northern Beaches, struggled with an underperforming website and ineffective SEM spending. Now, as Australia’s top online steel and metal superstore, they’ve transformed their online presence, offering quality solutions nationwide.

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Whether or not you decide to work with us, our founder, Deb Croucher, personally takes the time to meet with you and understand your company and its needs.

Be prepared for honesty. We don’t sugar-coat anything. You’ll get the truth, backed by data, strategy and decades of expertise.

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