Guide 2020: Web design for B2B technology companies
According to the studies , around the 53% of B2B customers make at least half of their online purchasing decisions , and more than 63% use the Internet for at least half of their product research. Thus, it stands to reason that your b2b technology website has become one of the most valuable tools available to your sales and marketing teams.
Knowing where to start when it comes to building the perfect online portal for your tech brand can seem like a minefield., but this article will highlight some of the best practices you need to follow if you want to drive leads, increase conversions and Showcase your organization in the best way.
Regardless of the nature of the technological products or services that you supply, the same rules must apply in all areas. With that in mind, Use this post to learn more about the ins and outs of B2B web design and make sure your website contains all the most essential elements that will help your brand stand out from the competition.
Differences between B2B and B2C websites
Most B2B customers use desktop computers, but 83% from global consumers (including B2B buyers) report on the behavior of multiple screens, which means mobile-friendly designs are still essential.
The 59% buyers would prefer to interact with beautifully designed websites
The 53% of mobile visitors will click outside a website if it takes more than three seconds to load
The 62% of B2B companies optimize their blog for mobile devices to aid SEO efforts
The most successful B2B and B2C technology websites have many similarities, but they also have a number of differences that are hard to ignore. Audience motivation is one of the most obvious variations between the two, with B2C buyers looking to satisfy emotional needs and B2B buyers with the aim of highlighting the value of a product or service for their managers and bosses.
Considering that, It is vital that all B2B technology companies follow the best practices described in this publication if they want to advance and achieve their sales goals.. Most B2B technology customers want to find solutions to problems while discovering new ways to save time and money. Be sure to think about that when designing your brand website and be sure to include the most appropriate content..
List of B2B and B2C site design similarities
- Optimized performance
- Clear and concise language
- Simple navigation
- Responsive web designs
List of B2B and B2C site design differences
- B2C websites tend to rely on content to encourage quick purchases, whereas B2B sites must support long purchasing decisions . B2B customers are seldom impulsive when it comes to spending money.
- B2C websites don't always require long or detailed information to sell products, but B2B sites often have to provide greater content richness for multiple buyers.
- B2B Websites Need to Talk to Users and Those They Choose. A common mistake for B2B tech brands is to design their domain for decision makers and forget about the end users of the product or service. In many cases, several people who work for a company must agree on the purchase decision, but the same is not true for B2C clients.
- Pricing can be straightforward for most B2C technology websites where the buyer will pay a fixed amount for each product or service. B2B technology companies often offer customized products or services to their customers based on their requirements., so the price is not that simple.
- B2B technology websites will generally be sold to companies of different sizes with different needs in many different industries. Thus, they must ensure that the content is suitable for all customer segments and that it does not alienate anyone. B2C sites often sell to the same buyers across the board.
- B2B technology websites must endure complex purchasing cycles, whereas B2C site designers just have to think about attracting new customers and convincing them to buy the product or service in a straight line.
The importance of understanding the user's intention and the journey of the B2B buyer
Understanding what motivates buyers is crucial to success with B2B technology website design. Most B2B customers are intellectuals, can understand the nature of the product or service, and are looking to invest in an effort to ensure that their brand remains competitive, profitable and at the forefront of your industry, while empowering marketing success. But they are also likely to be part of a DMU (Decision making unit), so there are usually multiple buyers at stake in a B2B sales cycle.
While a visitor to a B2B technology products or services website understands the problem that your product or service is intended to solve, It may be essential to include as much detailed information as possible to highlight the differences that make your brand stand out from the competition.. The investigation, data and facts are key to securing sales with B2B technology websites.
On the other hand, should not lose sight of others in the decision-making unit, for example, C-suite executives who are interested in a broader vision and longer-term business value to deliver from their solution, not the technical specification on how it works. Thus, it is important to define a content structure and an information architecture around this.
Overall customer experience is vital for B2B websites, and many potential customers will get in touch long before accepting their first purchase. Thus, live chat solutions, addresses and phone numbers must be easily accessible, and it is essential to use a system that allows your team to respond to all requests as quickly as possible.
Things to keep in mind:
Lead generation is often the primary goal for a B2B software or technology website design project., and designing your website with that in mind is the best way to approach the process. Although some brands choose to sell their products or services in an e-commerce format very similar to the owners of B2C sites., it's generally wiser to focus on creating many leads through the use of informative content.
Sales may not occur for months after a B2B buyer first lands on your domain, but that doesn't mean that person or organization is not somewhere on the buyer's journey.
As mentioned just now, pricing is also considerably more complex for B2B tech companies customizing their products or services for customers. Thus, it's not always wise to focus on the figures right away. Instead, should spend time explaining the value of the con
B2B Tech Website Design Best Practices
- The 51% of buyers think detailed contact information is the most important thing missing from company websites
- The 44% of website visitors will leave a site if it does not display contact information, addresses or phone numbers
After landing on a company's website, the 52% Users want to see a page “About us”
- The 47% of website visitors want to view a product or service page before looking at any other domain page
Essential elements that your B2B technology company should include:
Clear use of calls to action
Adding persuasive action calls to your B2B tech website is essential if you want to make it a lead generation hub. There is no guaranteed formula, and success will often depend on your audience and the type of products or services you provide.
Nevertheless, the content used in your CTAs is a powerful tool, and could make or break your lead generation ambitions. Instilling a sense of trust and value is vital, but a long CTA is unlikely to fuel action, so it is advisable to keep things short, sweets, but still informative.
B2B tech companies often want new leads to click their CTA on the landing page, fill out a form and provide your details. Don't try to make sales with the initial CTA because, as mentioned earlier, B2B buyers will generally have to obtain approval from multiple parties within the company before proceeding with their purchase.
Eye-catching CTA designs that use a form of movement tend to work well as they draw visitor's attention to that section of the page and ensure they don't overlook the request.
Content is key to supporting the journey of B2B tech buyers, so it is essential that all web designers include data, statistics and other data to aid the purchase decision.
While most B2B buyers will understand the nature of the product or service and the problem it solves as well as you do; they'll still want to check the details and make sure the concept integrates seamlessly with their current systems and tools. But high-level guides on various topics can also act as private content downloads that capture up-front interactions with your business and put prospects in parenting programs..
Providing in-depth analysis that provides real-life examples is paramount to successful lead generation for B2B technology companies.. Cover all angles and don't leave stone unturned, since that will help save time and effort in your customer service department when buyers finally offer their details and become potential customers..
Clear and concise content
There is no room for “waffles” on content added to your B2B technology website. Vague and trivial content used to fill the gap should be removed immediately because B2B buyers are not interested in wasting time reading long passages of text that are not directly to the point.
Explain the value of your technological products and services . Inform the buyer about the benefits of buying and explain, in an authorized way, all the things that differentiate your brand from the competition.
High-quality images and videos.
Visual content, like pictures and video, can help earn points at home and ensure B2B buyers get a better perspective on the story, experience and knowledge of your technology company. They also help break up long passages of text that might otherwise seem overwhelming to the visitor..
Videos are especially useful for lead generation because they can show the product or service in action within a real environment that the potential buyer can relate to..
Strong user experience (UX)
Developing a robust user experience will help keep B2B buyers interested and ensure they don't stray from your tech website before gathering all the information they require.. When building your user experience, be sure to consider:
- Communicate products or services to different types of buyers.
- Keep content informative and fact-based, including white papers, graphics, webinars and more.
- Identify the problem and highlight the solution.
Use social proof to promote trustworthiness and increase leads.
- A user-centric approach to website design means putting the user at the center of the solution, make user journeys clear, use custom calls to action and have a sitemap and information architecture that clearly deliver content and user experience.
Professional tone that reflects your brand.
Most B2B technology companies will want to use a professional tone when creating content geared towards lead generation.. Nevertheless, it is also imperative to ensure that the shade used reflects your brand.
If you promote your tech business as young and innovative, be sure to take this into account when designing all content for your landing pages. If you are looking to attract a larger audience, keep this in mind too.
The best strategy is to spend time evaluating the marketing materials that are not from your most successful website., and then try to replicate the tone of all lead generation content online. Try to write in a way that makes your brand appear authoritative and secure for the best results.
Clear travel through the site
Direct navigation is the cornerstone of success for lead generation with B2B technology websites. You must provide B2B visitors and buyers with clear journeys through your site from the moment they land on a landing page to the moment they fill out a form and provide their details..
While extensive content is necessary, try not to over-complicate the routes people must take to find you. Use internal links, pop-ups and anything else that guides the visitor in the right direction and ensures that they move from AZ in a methodical and logical manner.
Giving your B2B technology website the winning edge
There is often a LOT of competition in the tech industry, so making sure your brand stands out from the crowd and attracts the attention of B2B buyers is crucial.. The following ideas and suggestions applied correctly could mean the difference between your site attracting thousands of leads per month or struggling to encourage a single buyer to show interest..
B2B buyers generally will not contact a sales person until they have completed the 57% of your purchase decision; this means content is king.
B2B buyers will generally make no less than 12 searching online before visiting a brand's website, this makes SEO vital
The 42% of B2B researchers will use a mobile device during their purchase process; this highlights the importance of responsive design
The 70% of B2B buyers want to watch videos during the purchase process; this shows that visual content is paramount
Use responsive or mobile responsive layouts
As you saw in the last stat set, the 42% of B2B researchers will use a mobile device at some point during their purchase process. Responsive or responsive layout for mobile devices will not only ensure that your website displays correctly on all devices, it will help instill a sense of trust in your brand.
Can you really expect B2B buyers to feel safe spending money with a tech company that doesn't have a mobile-friendly website?? Pages not displaying correctly will make your brand seem fond and unreliable at best.
Offering live chat
Often, it takes a long time for B2B buyers to research a product or service, gather information, weigh the pros and cons and convince co-workers that the purchase is necessary. The last thing your tech company wants to do is drag out the process by taking forever to respond to customer service requests.
With that in mind, adding a live chat feature to your website is the best way to keep buyers and researchers focused and moving in the right direction.
Consider using chatbots specifically programmed for your company with answers to the most common questions B2B will ask you when contacting your team, but make sure humans can step in and take charge of more complex issues and queries.
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