Your website is your first impression and can create or break your relationship with the customer. A bad website can reduce the trust of a potential customer, make it difficult to find information and reduce the chances of them coming to you.
The team behind it WebEnertia has been building and designing websites for decades. They started their work at the beginning of the dot-com explosion, and have been leading the market ever since. They fill a single gap in the market by supplying B2B businesses, helping them design brand stories and engaging websites that generate traffic and sales.
But B2C web design and development look great from B2B design. Today, the WebEnertia team shares its top tips for building an attractive B2B website that becomes.
Understand the difference between B2B and B2C design needs
Your website is the most powerful digital marketing tool available to you. It works to increase the visibility of your brand and generate sales for your organization by providing a direct connection to customers and driving the business forward. A decade ago, it might have been enough to be online (regardless of the tools that could be managed) to participate digital marketing.
In 2021, that won’t cut it. Now, in order to use digital marketing strategically, brands need to have a deep understanding of their industries, markets, competition and users. All leading B2B companies need to understand what distinguishes B2C design from B2B design.
A B2C website focuses on creating a need for a single customer using the buying process based on impetus, emotions or personal needs. A B2B website, on the other hand, is designed to sell high-priced solutions that have a broad organizational impact, longer sales cycles, education, and require the purchase of a multi-buyer person.
These nuances are critical in the design process.
B2B companies need to define their brand
In a highly competitive B2B environment, with different differences in the offer between brands, it is not enough to have a great product or a great marketing strategy. You also need a great brand to provide a framework for your clients ’education and storytelling. For B2B businesses, your website is one of the most profound expressions of your brand. Establishing a true owner and brand is the best way to keep your website out of your competition and connect with your visitors in a more meaningful way.
- Brand positioning: Define your brand DNA by asking “what”, “why” and “how”. The answers to these questions will provide the location and goal columns needed to build the foundation for any brand experience, just like your website. The place for the heroes on your home page is a great place to establish your location.
- Visual Brand Identity: Your logo, images, iconography, typography, colors, infographics, illustrations, and other design templates should be a true representation of who you are. They work hand in hand with your location and goal to tell the right message and differentiate you from the competition. The use of visual elements of your brand identity must be intentional and consistent throughout the website.
- Brand voice and messaging: Set a tone that reflects your brand identity and creates a full expression of who you are. Voice and visual style are two sides of the same coin. Your audience should have a big impact on your messaging. What is the pain of your potential customer? How does it fix your solutions or products? All of this should be clear in the copy of your website.
Understand people buying in B2B marketing
In the case of B2B purchases that cost thousands or millions of dollars, it’s not as easy as putting a product in the cart. This space requires content marketing, product testing, demo requests, ROI calculators, and sales calls that require negotiation around the purchase. Understanding your people (from decision makers in the C suite to being technical users) is the first step in supporting this long and complex shopping funnel.
A single brand audience can have dozens of individual roles, but each falls into one of three main categories:
- Decision makers: It’s easy to hang out with that person, but remember this: decision makers most of the time need to understand the benefits of your solution and why it works for their company. Create relevant content that answers these questions and give clear action calls to take the next steps.
- Recommendations: Recommendants help narrow down the list of products being evaluated. These customers are most interested in ROI calculators, help pages, customer success stories, competitive comparison charts and in-depth articles and blog posts.
- Users: Their order is to delve into the nuances of your products and solutions to understand how they work. This is a team that is helping you solve problems. So make sure you place product detail sheets, blank pages, and case studies based on their specific needs and questions.
Set up the creation of a successful generation
A B2B organization must build a meaningful pipeline of interest to a product or service. Here are some of our favorite tools to help you create creations.
- CTAs: Whether you’re offering a free demo or requesting contact information, sticky action calls are a great method to encourage engagement. Website visitors are buttons or forms that follow the entire site and are always visible.
- Content portal: The content portal – when users enter information to gain access – is a powerful tool that helps build a credible and qualified database. You make sure that only serious candidates will download the content by porting, cutting the audience’s harvest directly.
- Interactive content: Demo videos, ROI calculators, and animated infographics are great examples of highly engaging content, great examples of content that should be a serious strategy for creating a leading B2B website.
Web design is a great investment for any business. When you start your first website or start upgrading an existing one, these strategies will help you get the best ROI and help you create a website that will reach your customers from the first impression.