A lot of people think that the most beautiful websites are always successful. But this isn’t always the case.
Most B2B firms can easily get caught up with their site design that they overlook the importance of other website elements.
Although a beautiful site is great to look at, does it create trust, credibility, and meet your prospect’s needs?
That said, ensuring various website elements in place will layout the foundation to create an excellent web design that can provide excellent user experience to your prospects.
In this post, we will talk about the nine must-have elements of B2B websites:
1. Clear unique selling proposition
Having a concise value proposition gives context to your buyer’s journey. Although you are offering various products and services, the prospect should understand what you intend as a company, which helps them shape their understanding and trust.
Who is your target audience, and why? How do you help them with their pain points?
You need to be able to describe the why and the how in about 2-3 sentences. It should be memorable and easy to digest and should be customer-focused.
Another B2B company will not simply go to your site, read a few lines, and instantly decide to be a customer. A clear value proposition will act as a framing mechanism for every buying stage after that.
2. High-quality, relevant content
The very core of every digital marketing campaign is high-quality and relevant content. Without that content, you have no way of engaging and retaining your prospect’s attention.
Even if they are looking for the exact product that your service provides, without content, they would not be aware of that fact. Thus, you will fail in attracting them to your website.
3. Produce lots of landing pages
Landing pages are vital because generating inbound leads will be a challenge without them.
After all, the primary purpose of landing pages is to generate conversions. They are the ones that show a particular service, product, or content that can be acquired once users completed a form.
4. Adaptive website design
The thing is your site should not rely on users to view your site through desktops and laptops only.
It was back in 2015 when Google announced the mobile searches exceeded desktop for the very first time. Moreover, according to Statista, mobile currently accounts for 52.2% of the entire website traffic.
Your B2B site should be optimized both for mobile and desktop to help retain the number of your visitors. No one wants to pinch a website’s text to enlarge it just because a site is not mobile optimized.
5. Optimize for search engines
People will always start searching on the web and relying on search engines to find what they’re looking for.
SEO is a basic practice that every business should partake in. That way, it is easier to be found online for particular search terms that are relevant to their brand.
After typing their query, they will be met with the search engine results page with a list of webpages that relate to a specific term that they have searched for. So if your site does not show up on the top spot of the search results, you will be missing out on a lot of opportunities.
That’s why you need to optimize your site to ensure that organic traffic keeps on coming in. Also, this can boost your brand awareness and exposure.
6. Easy to follow website navigation
Another element that is overlooked in the website design process is site navigation.
Having an orderly site structure before you proceed with the design is imperative. That’s because it will ensure that your site will be developed in a way that is convenient for users and search engines to find what they are looking for.
Website navigation is one of the most crucial aspects of a site. Without it, users will be unable to find their way around. No one wants to dig around your website just to find relevant information.
When you make it easy for users to search what they are looking for, you are creating a pleasant user experience for them. This results in boosting your site traffic and customer engagement.
Therefore, you need to create your site both for users and search engines. That way, it will be relatively easy to navigate.
According to Sytian Productions, a top website designer Philippines, website navigation is one of the most crucial aspects of a site. Without it, users will be unable to find their way around. No one wants to dig around your website just to find relevant information.
7. Encourage interactivity
Another excellent B2B website feature your site should have is interactivity.
Ideally, it should include features such as a live chat with a customer service representative. Social media buttons for easy sharing of content, comment threads, discussion forums, and reviews to boost site engagement with website visitors.
8. Flexible checkout process
The payment and checkout process of most B2B transactions if far more difficult than most B2C sales.
Focus on creating an excellent user experience on the checkout process to reduce cart abandonment and boost your sales.
Your checkout process not only needs to be streamlined but should also accommodate the following:
- Showing the spending limit particular to the buyer’s account, as well as their roles.
- Supplying various payment methods.
- Real-time verification of various shipping restrictions of particular products to certain states.
- Authorizing customers to charge shipping fees to their account’s carriers.
- The ability to get and utilize the payment information from past purchases.
- Incorporating the payment and approval process with your client’s companies.
9. Show proof
Nowadays, 85 percent of consumers trust online reviews as they would with personal recommendations. So if you want your business to achieve certain heights, provide them with proof.
When you show success stories and happy customers, you can build a relationship and trust with others. It then increases your traffic and sales and creates a more positive brand image in the long run.
In the same way, ratings can also boost your company’s overall credibility.
Over to You
In perspective, it is not about launching your entire site immediately. Why? Because that is both time-consuming and costly.
What you should focus on instead are the more influential elements on your site. That way, you can create a more effective B2B website, as you go on generating high-quality leads in the long run.
