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.