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6 Aspects of Design That Can Help Increase B2B Sales

B2B website needs are different from that of a B2C website. After all both the websites cater to two different set of audience. The interaction of a business with a website is not exactly the same as that of a customer. For example, a customer might indulge into impulsive shopping the moment she likes something on your website but it’s usually never the case when your client is a company.

A business will consider a lot of factors about your firm such as supply chains, materials or your CSR – before finalizing an action with your site. Naturally, B2B website design would differ from that of a B2C design.

So, what does it take to design a B2B-friendly website? Well, the post below offers a brief on 6 aspects of design that will help to enhance B2B sales for your site.

Smooth & streamlined navigation

Entrepreneurs and CEOs are a busy bunch. They cannot afford hours for a vendor website and you just have 5-10 seconds to capture their attention. Thus, focus on smooth navigation throughout the website which will enable your visitors to access important data about your business quickly. Experts stress on Western T and F navigation to attain that breezy browsing convenience.

Then, streamlined navigation is the current norm for B2B website design. Intricate menu layout adds on an unsightly cluttered approach that makes things complicated and hard to understand. Your menu on top would be limited to no more than 3-4 links to product/service pages. You can detail about your mission, philosophy in compact paragraphs under proper headings on your home page or “About Us” section. Your clients are not in a mood to entertain bells and whistles- so only provide clear concise and meaningful data. Balanced use of white space is also important.

Establish credibility

When a CEO or marketing manager of a company visits your website, he is usually looking for a long-term business relationship. Thus, he would definitely prefer to check the credibility quotients of your website to ensure a reliable liaison over the years. Make sure your website is equipped with all the major parameters that help to establish your business as a robust, professional and reliable entity. These would include important contact details like a valid business address, map of your office, phone number and email. Then, show your certifications on your website to prove your know-how of the trade. Client testimonials are also crucial here.

Incorporate blogs

You should also incorporate blogs to your website where you can share your industry knowledge. Your B2B client would prefer to do business with a knowledgeable vendor.

Blog is also a great place to interact with your potential leads and increase possibilities of conversion. There are many tutorials that will show you how to start blogs easily.

Interactive content

Concentrate on a dynamic website packed with interactive content for better engagement. As mentioned earlier, you only have a few seconds to grasp your client’s attention. A high engagement factor is thus crucial to keep your busy visitors glued to your site.

Make use of infographics, photos, videos, graphs and charts, added to plain text. An audio-visual layout will help in faster assimilation of information about your company.

However, once again, don’t go overboard with the interactive content. Follow the streamlined factor here as well. If you are using video and audio, make sure the sound and picture quality are crisp and clear.

No stock photography

There is nothing more unprofessional than stock photography on a website. Your visitors are serious business people and they demand to see genuine offerings from you.

Try to get authentic photography for your site from professional photographers. There are many budding talented photographers today who are ready to shot for businesses at low prices.

Responsive design

This point is same for any website out there, including B2B websites. We are getting increasingly inclined to mobile phones today for online activities and the same is true for CEOs and Executives. Thus, responsive design is a fundamental aspect of a modern B2B website. In fact, smart businesses will check both the desktop/laptop and mobile versions of your website before proceeding with you. And you have to ensure the best impression possible both ways. Finally, make sure your website sports cross-platform compatibility as well.

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