It’s important for B2B firms to have a polished, professional web design that tells the company’s story visually and helps them stand out from their competitors. However, if the B2B website design makes the four simple mistakes listed below, the design may harm the brand’s image rather than help it.
Lacks a Unique Value Proposition (UVP)
It’s good to have a unique design and supporting marketing copy that connects with and engages potential clients, but the messaging needs to be clear about exactly what the B2B company does and why it is unique from its competitors. If this isn’t something a website visitor sees right when they get to the website, they may get confused and leave immediately. First impressions are important for building trust and getting visitors into the sales funnel.
Difficult to Navigate
A strong B2B website doesn’t need to reinvent the wheel. In fact, having a design layout that visitors can easily recognize and understand right away is important. If a visitor doesn’t recognize how to navigate the website quickly, they may get confused or frustrated and leave, never to return again. A good rule is to make sure a potential client can find what they’re looking for with the least amount of clicks possible.
If users can’t read the copy, they can also become frustrated and leave the site. There are a few reasons legibility may be an issue:
- Fonts: If the fonts are too stylized, too small or too thin, it makes the copy difficult or even uncomfortable to read.
- Spacing: The spacing around blocks of copy is very important. If the copy is crammed together and there is little space surrounding copy blocks, reading it becomes tiring. Make sure there is adequate spacing so the user’s eye can easily track the lines of text.
- Colors: The colors of the copy should stand out enough to be legible. Lighter colors such as yellow may be difficult to read, especially for older users or users with low vision.
Important Information Is Hidden
Potential clients should be able to, at the very least, find the most important information quickly and easily on a B2B website.
Below are examples of content that should be easy to find on a B2B website:
- Contact information: Phone number, address, e-mail, form fields to schedule consultations, request demos, etc.
- Services: List of services and capabilities of B2B company.
- Resources: Blog, downloads, videos, content pieces, case studies, and white papers.
As mentioned earlier, exceptional web design is critical for creating a great first impression of your firm’s brand. However, a successful B2B website must also be functional, easy to navigate and user-friendly. Avoid making these four simple mistakes in your web design to create a website that resonates with your potential clients and encourages them to convert.