Many factors come into play when designing a successful website for a B2B business. While web design trends are subject to change, many best practices for B2B sites are abiding. Therefore, If you’re in the process of developing a website or considering a redesign shortly, make sure you follow these 5 B2B website design best practices:


1. Take Web Design Seriously

Your website’s design is crucial. We know it sounds obvious, but you’ll be surprised at how many B2B businesses fail to place value on web design. Your website is your virtual storefront, the place where you’ll often make your first impression on prospects, so it needs to be clear, engaging and impactful.

A clean, user-friendly and responsive website that is easy to navigate will boost conversion rates, improve brand advocacy and help you grow your sales funnel by generating engaged leads. However, be careful not to fall into the trap of over-the-top design quirks. Focus on user experience and accessibility, and you’ll be on to a winner.

B2B content marketing platform, Contently’s website, is an excellent example of a B2B business apparently taking web design seriously. The modern, simplistic design and practical use of multiple calls-to-action (CTA’s) above the fold result in a great user-experience.

Contently Website Screenshot

Related reading: 7 Awe-inspiring Examples of B2B Website Design


2. Be Clear With Your Value Proposition

Your business’s value proposition is a statement of what it offers, how that offering differs from its competitors and how it intends to deliver on that promise – all succinctly captured in one statement.

For B2B businesses, in often competitive marketplaces, it is essential to stand above the rest. Therefore, your value proposition holds great importance, particularly since it will often be the first thing visitors to your website will read. When forming your value proposition, try to focus on benefits rather than features. Buyers are motivated by what’s in it for them. Consequently, you should always concentrate on the value your product brings, rather than what it does.

A real-world example of a compelling value proposition on a B2B website is Grammarly. Their value proposition is personal “Your writing, at its best” and descriptive “Grammarly makes sure everything you type is easy to read, effective, and mistake-free.”, while clearly stating the value it adds.

Grammarly Homepage Screenshot


3. Develop High-Quality Gated Content

We know you’ve all heard it before, but content is king, especially when it comes to B2B marketing. Not only does high-quality content position your brand as thought-leaders in your market, but it also acts as a powerful lead generation tool on your website.

By developing valuable and authoritative content, and becoming a source of education in your target market, you will gain inbound links and organic traffic to your website. This will not only boost your website’s ranking on the search engines, leading to increased brand exposure but will also result in more opportunities to generate leads.

By only allowing site visitors who’ve filled out a form access to selected “premium” content, you will convert more website visitors into leads. Best of all, you’ll have all of their details and know exactly what they’re interested in.

Some examples of content that can be put behind a gated form include:

  • eBooks
  • How-to Videos
  • Blog articles
  • Webinars
  • Industry Insights & Overviews
  • Downloadable Guides

Make sure you include a well-positioned and clear call-to-action, state the value of the gated content and use high-quality images. The software company, Optimizely, does this perfectly.

Optimizely Website Screenshot


4. Place Great Emphasis on Performance

Speed is of the essence. A very cliché statement, but when it comes to b2b website design, one second is all it takes. In today’s digital world, customers are more distracted, impatient and have higher expectations than ever, and therefore even a one second delay in website loading time can lead to lower conversion rates and abandonment. Google has even stated that it penalises slow-loading websites, so SEO is negatively affected too!

Website load-time bounce-rate

Remember, as we stated above, your website is a representation of your business. Therefore it is integral that it performs well, and if you’re fortunate enough to experience high levels of traffic, you need to ensure it can handle the load. Focus on website performance measures such as combining and minifying HTML, CSS and Javascript files, optimising images and utilising caching solutions to improve site speed.

To check the performance of your website, use a performance grading tool such as GT Metrix, Pingdom or Google Page Insights.


5. Implement Effective Lead Capture Mechanisms

Our final B2B website design best practice relates to the third, “Develop High-Quality Gated Content”, best practice. Once you have developed high-quality content for your site and put it behind a gated form, you need to get your website visitors to fill in the form. How do you do this? You implement lead capture mechanisms such as strong CTA’s, well written and designed landing pages, and overlays.

You can optimise the lead capture process by testing the performance of different CTA placements, text and colours, or by just keeping forms short to maximise conversions. Behavioural analytics and engagement platform, Kissmetrics, does this with effective use of overlays and large CTA buttons on their blog.

Kissmetrics Blog Overlay Example

In conclusion, B2B website design shouldn’t be viewed as a linear process. Every industry, business and customer are different, and there is no one-size-fits-all approach. However, if you follow a few key fundamentals and always remember to test, rinse and repeat, you will be likely to succeed.