Better B2B website design is not difficult. You visit websites for various products and services everyday and probably make a pretty quick judgement on which sites “work” and which don’t. Trying to see your website design as a visitor and not as yourself, or your business, can lead to a stronger user experience and increased lead activity. Consider these five concepts as a quick guideline to better website design.
The infographic shown below includes ten of the most important steps to follow if you want to rethink and redesign your B2B website for continuously improving performance.
“Our life is frittered away by detail. Simplify, simplify, simplify!”
– Henry D. Thoreau
B2B marketers should follow his advice. Everyone is pretty much on content overload these days − I know I am, and I just can’t keep up with all of it. There are too many blogs, too many guides and too many websites with too much content.
So how do you help your business stand out in the crowd? Simplify, simplify, simplify.
You have a wealth of information on your website. You have amassed a rich archive of helpful content and calls-to-action on your website over the years. Yet, your website visitors are not downloading nor sharing your content as much as you would like them to. Why? The answer is often as simple as the conversion paths (or lack thereof) you’ve laid down to navigate around your site.
People habitually tend to skim paragraph text and wander around a website without a clear motive – stopping only when something grabs their attention or they find that nugget of information they were looking for.
A/B testing is a great, economical way to learn more about what motivates your target audience’s buying behavior. Hopefully everyone is already utilizing A/B testing as a part of their B2B marketing strategy, but if not then this blog is intended to demonstrate how easy it can be.
The Research: Eye-tracking studies have found that when most people view websites, they start at the upper left corner and then rush over the prominent images. So if your ad is to the right of an image, you may have a better chance of being noticed than if you are to the left of it. There was a great case study about this on WhichTestWon.com as well as the constant need to test rather than always just relying on research.
Inbound marketing presents an incredible opportunity to communicate your brand messages to a broad audience that can become advocates to help share your message. Brand building is a long-term marketing strategy that coincides with a similarly enduring inbound marketing strategy.
Just like sitting at a stop sign at the mall, watching all the inbound traffic flow in, B2B marketers can yield to traffic using inbound marketing tactics. Try some of these methods to drive repeat traffic to your B2B website: