We are quite aware how important it is to develop an effective B2B website as well as have strong digital marketing strategies for the same. However, the most crucial part of B2B website designing is to be able to achieve a design you want, as well as a design which will be favorable for enduring your online presence. No matter how good a designer you have, you can still face some major problems while designing a “great looking” and “favorable for business” type B2B website. If you own a B2B website, your prime concern should be the business aspect and user-friendliness. However, in spite of knowing all this, we do not put much efforts in it. Instead of spending handsome amount on marketing and advertising of the website, it is recommended that you look into other effective aspects that will help you build an effective B2B website. Listed below are some essential features, that I personally feel, every website should have, in order to stand out from the crowd.
For a kick start, ensure that you have correctly defined all your requirements. Put all the critical elements that you will need, on a piece of paper, to collect your thoughts. Cover the following to create an effective B2B website.
1. 10 seconds to Impress
When you are dealing with digital marketing, you must always remember that you have only 10 seconds to impress the visitor. That is the reason why you will have to create a strategy which allows you to share who you are, what you have done and what you are willing to do to those coming in contact with your website. Remember, this is the only chance you have to create your so called “first impression”. Ensure that you include the company details, history, missions and visions, and contact information in your website, to build a strong credibility of your company.
2. Showcase Most of it
In the previous point, I mentioned about creating an impression in less that 10 seconds. Well, that can be done only if you have an effective content on your website that covers most of what you would want to convey to your visitors. It is important to set a tone on your site, to ensure that you convey the right thing in a right manner to your customers. Do not forget to offer about the company, philosophy of the company, common FAQ’s – this is something that the customers always look for in a website. Moreover, customers also sometimes judge a website on the basis of the same. Showcase all that you have to build a credible, effective B2B website.
Most of the websites fail not because they have poor content on their website, but because they have a poor navigation. Poor navigation in turn has a bad effect on the conversion rate of your website and often results in high bounce rate. It is necessary that you use the western T & F navigation so that your customers can easily browse through your website for what they have been looking for. It is better to use both horizontal as well as vertical navigation for easy access to the website.
4. Keep your Content Up-to-Date
Yes! Content is the king. But most of all it is the most important part of your website. If your website has stale content, it will greatly affect the image of your website. Therefore, it is necessary that you always keep updating your website with fresh and relevant content. Moreover, carefully select the keywords of your website, because that will further determine the image of your website. It is also important that you carefully determine the words, what you say and even more important, how you say it.
5. Visual Branding
When we say that designing a B2B website is crucial, I do not just mean the content part of it. Most website owners usually focus more on the process that ensures good look and feel of your website. In fact, visual branding is one of the most crucial things that help you in differentiating the offerings as well as building credibility. If you want to build an effective B2B website, make sure you have different templates on different pages of your website. This will also help in capturing the attention of the visitors and segregate the different parts your website has. Using different typo and visuals also helps in visual branding. However, do not use images and typos beyond a certain limit; else this can irritate the customer and he will then be forced to move to a competitor’s site.
Although you may have an expert designer designing your B2B website, it goes without saying that you must constantly keep testing the site throughout the development process. You have have a perfect website before you go about launching it. This will happen only if you have tested the website thoroughly while the development was taking place. Test if the website actually works. Also check if it lives up to the expectation and delivers what it is meant to.
Because there is a vast difference between B2B and B2C websites, do not consider using the same features and tricks and trades that you have done for your B2C website. Following these tips will definitely give you an edge over others and help you have an effective B2B website.