A great B2B web design is possible for any firm, regardless of industry, services, or branding. Top notch, effective web design starts with just one fundamental element.
In this week’s blog, we share the real secret behind great B2B web design.
Should we quit stalling and reveal the secret already?
Ok. Here’s the secret behind effective web design: website design is for users, not for website owners. There, it’s been said. A lot of companies think a website design is all about them and their needs, but it’s not. It’s all about prospects and clients. For this particular reason, it’s important to select an Orange County web design company that understands the user experience. Let’s take a deeper look at what the “user experience” means for website design.
Client Persona: Target Client Profile
Before you can start designing your website for the user, you need to know who they are. We don’t mean in an airy, philosophical way. We mean in a written out client persona/target client with a name, occupation, and pain points kind of way. Having a clear description of your ideal client helps you and your web design team keep the focus on them and not the company. In many cases, creating a user profile/client profile brings new or surprising information to light.
Go Responsive or Go Home
What if a store told you that if you wore a blue t-shirt to shop there it would be difficult, but if you wore a green t-shirt, it would be easy? What kind of sense does that make? None. The same is true for web design. Whether a prospect tries to access your B2B website on a smartphone or a desktop computer, they should have a great experience. Responsive web design is the best way to accomplish a user-friendly experience since the design adapts to the type of device being used to access the website. Find out more about why you should consider responsive web design.
Less Is More, If It’s Right
When you meet with a client, you don’t immediately hand them 20 things you want them to look at and respond to right away. The same applies to your website. As a San Diego and Orange County web design firm, we have found that less is definitely more, especially when it’s properly executed. A website designed for a friendly user-experience won’t immediately overwhelm the person. Instead, it doles out bite-sized bits of information in the form of text, images, visuals and objects.
Visibility Is Number One
So much information is thrown at us all day long, especially when searching online. A professional web design makes important information highly visible to the website visitor. One way to do this is by having an easy-to-find menu bar at the top or side of every single page. The menu bar should be easy to distinguish from the rest of the web page so a user can always find it. There are many websites out there that have a lovely design with strong images but lack visibility. Visibility is closely linked with usability.
Navigation: Make It Easy
A common mistake made in web design is too many sub-navigation levels. Navigation should extend 3-4 levels maximum. Having navigation tabs that extend beyond 4 levels becomes unmanageable for a user. Imagine trying to access that type of navigation on a tablet or a smartphone where the screen is so much smaller. Navigation is not a place to get creative. Straightforward, clear navigation is a winner every time.
Scanability & Readability
Ok, so “scanability” isn’t a real word, but it might be soon. In the Age of Information, we are bombarded with tips, news, articles, and more at every turn. Because of this, many of us have become master scanners, quickly looking over a page or article to get the highlights and find what we need. By making your B2B website design both easy to scan and easy to read, you are helping prospects find the information they need quickly. If information is difficult to find or buried deep in a paragraph, users either won’t find it, will get frustrated, or worst of all – will leave your site never to return again! Don’t let this happen to your website.
It’s easy to get excited about an innovative design or cool visuals when it comes to a new website design. However, it’s also easy to lose sight of the original function of your website which is to engage the end user: prospects and clients. Keep in mind who your website is really for and you’ll create a B2B web design that not only rocks, but is also effective and user-friendly.