Best examples of b2b web design
Yes, the line is fuzzy between b2c and b2b web design and marketing. The natural question is there is any. Well, you’ll find tons of articles saying there is. But as Dr. House has voiced: “Everybody lies.” Web design is like air — it’s needed everywhere and its basic composition doesn’t differ: same CTAs, bold colors, and simplicity. However, just like mountain air and city air, b2b and b2c web design have their subtle distinctions.
Yet, we’re here not to talk about b2c. This article is about b2b and the examples that you can admire and follow as an example. Before you’ll see the best b2b web designs, let’s talk theory just a little.
Statistics say that 94% of all b2b buyers do conduct online research prior to making a purchase decision. What does it mean? Well, that web design is essential! You won’t be able to make the second first impression so make sure it’s a good one to generate more leads and increase sales. We’ll try to talk about the principles of b2b web design and support them with a great example so you can click on the links and see what exactly to adopt for your business.
Define your offer
The smart term for the offer is “value proposition” and this is something to focus on. You can sell cages and expect that your visitors and potential clients will guess that they are for animals and not some weird exhibitions. See your customer as a 5-year-old who isn’t sure what he wants and so requires explanation. Your goal is to clearly state on your landing page what your offer is and why your offer is the best.
This is also called a tagline: a capacious short and simple phrase that stays in the buyer’s mind forever. And remember you don’t want to describe how great you are, you aim to make people buy your product, so use imperatives to “force” them to it.
Batterii. These guys made it clear: “Get closer to your consumer”. Whatever you do, with the help of their service you will get closer. Simple and effective. 10/10!
Personalize the offer
Besides making the offer easy-to-understand your goal is to match the offer to your client’s need — but that’s the easy verity. What that means? How can it be done?
Let’s take a look at the work people from HubSpot have completed. They are a perfect example of the offer personalization. On entering their page you right from the beginning see the different offers they have, namely Marketing Hub, Sales Hub, etc. So right from the first glance, you see that they direct you to the right place you’re looking for.
Note that there are no forms to complete on the first page, the client only needs to make a single click to access the content related to his inquiry. The better you define your potential clients, the better you will understand them, the greater ROI you’ll grow. Guaranteed.
Don’t push it
Remember that you’re selling not a pair of jeans but, let’s say, a service that simplifies selling those jeans. Basically, choosing a software for jeans selling is much more complicated and tricky, so it requires more time and considerations. What does this mean to you? That your website design cannot be pushy. Yes, you need to have clearly defined CTAs but they can’t shout “BUY ME”, “JOIN US”, “SIGN UP IN ONE STEP” — don’t get your clients scared from your insistence.
Make the call-to-action buttons clear, like Sysco and ensure that they are distinctive in your design like in Asana. Your CTAs should slowly lead your client to the understanding that you are the best and not try to close the deal on the spot.
Showcase your achievements
The idea of a first impression is to make an impression, however dull it may sound. There’s no need to lay yourself out for the clients explaining what you’ve achieved in many words. Keep it simple. Show testimonials and demonstrate your past projects to show examples of your work.
Testimonials can be provided as short paragraphs from the past satisfied clients (which would be the case for the beginners in the market). But if you have already cooperated with the big sharks and loud names then boldly advertise it. Such cooperation will leave a mark in the potential client’s head.
What do we mean? Just look at this page by DropBox Business. Their designers forgot the traditional view on the past projects when you show only small logos of those companies you have cooperated with. No, they made it clear and visible for any random viewer of their website that they know their job because otherwise Kayako, National Geographic or Adidas wouldn’t trust them with their files.
Don’t be boring
The old-good fairytale says that professional and business websites and platforms have to be strict, use plain colors, and basically be boring. Forget this stuff once and forever. No one likes boring people. And business people of the new generation all the more so!
Modern business is intriguing, fast-developing, dynamic, and engaging. And your website has to reflect all those qualities. Make your online business representation a perfect copy of your inner world to attract clients.
This means that bold colors, bright combinations, and daring design are all in trend. Look at Shipwise. The company handles international freight shipments and yet its design manages to be fun and eye-catching. Bright blue and the striking orange life preserver make anyone remember the design and so stay in the potential client’s head forever. Guaranteed. Don’t be shy and express yourself! That’s what is valued in the 21st century.
Related content (Zendesk)
A few facts from the world of numbers:
- 70% of people prefer learning about a company from articles rather than an advertisement
- 67% of buyer’s journeys are digital
- 9/10 b2b buyers explain online content is a major influencer of their purchasing decision
In b2b, content needs not only to describe the service of product on offer but also to educate and explain why it’s imperative to cooperate with a particular company. What is more persuasive than facts? Start a blog and publish business-related content, such as how-to guides, ebooks, case studies, before and after articles describing what you’ve already achieved. Remember to be distinctive and curious for your audience with the various content pieces.
At Zendesk, the strategy was to bring useful content and at the same time to explain via blog articles to the newcomers what Zendesk is doing and how it works. That’s a great way to advertise the service on your own website.
JustUno says that “by providing an incentive in the form of gated content, you can increase your opt-in form conversions by 300%”. Not bad, ha?
B2b web design is no from the universal web design trends and rules. It still needs to be responsive and intriguing, intuitive and yet pulling in.
We recommend always keeping in mind who you’re doing your website for the people who need time to make a decision. So plan your design accordingly: not much pushy but strongly suggesting that you are the right choice. And dare to change! Get a consultation and a website lift from our expert to make your audience see your perks from a new side!