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Designing B2B Websites that Convert

Written by Fransisca Smith

Designing a B2B website that converts can be overwhelming but it is an exciting challenge. A B2B website is often a critical factor for an organisation and directly impacts the success of a company. A well-designed B2B website can drive leads and conversions, ultimately increasing revenue. However, a poorly designed and cluttered B2B website can negatively impact your brand. In this article, we explore the various aspects of designing a B2B website that converts, from a B2B site’s key features, why they matter and some of the costs involved.

What is B2B Website Design?

A B2B website specifically targets other businesses as their primary audience. The primary goal of B2B website design is to provide a platform from which businesses can find valuable information, explore products or services, and ultimately, pursue products or services which help them serve their own customers or increase business revenue. They often follow a repeatable formula and truly successful B2B websites that convert are mostly a combination of much smaller factors. It can be difficult for one website to shine in a crowded landscape, but with small, incremental and meaningful improvements, B2B websites can gradually move the needle and increase conversions for their businesses. 

Main Objectives of B2B Websites

The primary objectives of B2B websites are to drive conversions and increase business revenue. A conversion can be defined as many things – whether a purchase, a form submission, membership signup, or simply a quality visit  – but conversions are the goal of all B2B websites.

However, organisations need to establish clear goals for their website depending on where the business is in their journey and what they currently need to prioritise. Some other goals for B2B websites can be building authority, or generating brand awareness. Effective B2B web design will be driven by the site’s goals and a thorough understanding of the user personas and their journeys. We discuss this a little more below.

Building a B2B website that converts

Button with shopping cart

Building a successful B2B website requires thorough planning. Your web design agency must understand your goals, budget and timeline. A website is an investment, so it’s important that your agency is ticking the right boxes right from the start. A comprehensive discovery phase will help uncover missing pieces and confirm assumptions, leaving you with the building blocks needed to start your website project design and build. 

There are six key steps to building a B2B website, including:

1. Defining User Personas

Before you start designing and developing your website, it’s essential to define your target audience. You can begin by creating detailed user personas that include demographic, locational, and behavioural characteristics. Understanding your audience is crucial for tailoring your website design and content to your audience’s specific website goals. It also ensures that your audience will be able to resonate with your digital visual identity and tone of voice. For example, a technology platform looking to increase its sign-ups would use user journeys and content that help visitors achieve their desired goals. 

2. User Research

To back up any assumptions you might have about your users, it can be useful to conduct in-depth user research to gather insights into your target audience’s pain points, needs, and online behaviours. Gathering research can involve running surveys, holding interviews, and competitive analysis. By understanding your users better, you can better create content and design elements that resonate with them. 

3. Job Stories

What are job stories and how Crucible use them

What are job stories and how to use them

Job stories are a powerful tool for understanding the context and motivation behind a user’s actions on your website. They help you identify the specific goals that your users are hoping to achieve and design your website to get them there quickly and efficiently. To do this, we need to define the situation, motivation, and outcome for every task that every type of user (including website administrators) could want to achieve on the website. 

4. Wireframe & Sitemap

An essential step to creating a B2B website that converts is to create wireframes and sitemaps that help to visualise the structure and layout of your website. Wireframes serve as a blueprint for page layouts, and sitemaps outline the site’s hierarchy and navigation. This, along with your job stories, will help you plan how users will navigate through your website to achieve their desired goals. 

5. Website Content

Content in a B2B setting is vital for SEO and growing awareness of a website, but creating content for a B2B website can be tough. It’s important to design your content strategy around your users, their needs and their goals. Develop content that educates, informs, and addresses the specific pain points of your audience. It’s also important to remember to take your users on a content journey, sometimes called the ‘content funnel’. Create content for your specific users at their current buying stage, of which there are three, awareness, consideration and decision (or Tofu, Mofu, Bofu).

6. Website Development

After laying the groundwork, it’s time to start building your website. It’s essential to consider these key aspects during any website build:

  • Responsive Design: Ensure your website functions seamlessly on various devices.
  • Load Speed: Optimise your website for quick loading to prevent users from bouncing due to slow performance.
  • User-Friendly Navigation: Make navigation intuitive so users can find what they’re looking for with ease. Use your job stories and user personas to help you define a user-friendly navigation.
  • SEO Best Practices: Implement a strong SEO strategy that helps increase your website’s visibility on search engines. 

Websites That Convert: The Handbook

B2B Websites that Convert

We’ve written an in-depth guide to designing B2B websites that convert, which is free to download. In this comprehensive B2B handbook, you’ll get access to detailed B2B website features, how to plan a website project and the costs involved. An effective B2B website is an investment, but getting it right doesn’t have to be a challenge.

Download the B2B Handbook