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Is Your B2B Website Scaring Off Leads? (+ How to Fix It)

Your B2B website is undeniably critical for new lead generation, but is it serving you well? This Halloween season we’d like to share the three most common web design issues that frighten off new leads – but not to worry we share tips on how to fix them!

1. Content Confusion

Sure, your current clients know what you do, but what about potential leads visiting your site for the first time? When they land on your homepage (from Google or a paid ad) do they get the sense they are in the right place?

The easiest way to scare off a new visitor is flooding your hero section and homepage with wordy text, unsuitable imagery or excessive animation.

Instead, try following these tips:

  • Organize your content into easily digestible chunks. Start with a high-level view of what your B2B company has to offer and introduce more detail as the user scrolls down your homepage. Remember your subpages are a great place to add more specific content.
  • Write concise and descriptive copy. Concise writing can be a challenge, but it is the best way to engage and retain visitors. Investing time in crafting clear or creative headlines and supporting copy will really pay off. BONUS: Incorporating carefully selected keywords will also help with your SEO!
  • Add supporting imagery. The trick is selecting imagery (whether photo, video, pattern or illustration) that enhances your message instead of detracting from it.
  • Animate selectively. Adding animation to specific text or graphics is a great way to draw the eye to important content. However, if you crowd your B2B web design with multiple fast-rotating content blocks or spinning graphics, you risk inspiring motion sickness, not conversions.
  • Create a hierarchy for text. If every piece of content is large, bold or ALL CAPS, you are essentially shouting at your visitor – a great reason for them to run to your competition. But if all the copy looks about the same, nothing will stand out. To create a great first impression, opt for deliberate type treatments. Typically, bold or large headlines help visitors scan as they scroll, and more discrete (but legible) paragraphs invite them to pause and read.
  • Add intentional white space. White space should not be confused with empty space. It also doesn’t have to be white. White space is simply a way to add breathing room to a website layout. It is the key difference between a cluttered design and one that allows the eye to focus on key areas.

2. Brand Conflicts

Do your print materials, digital ads and website work well together? We see many companies with outdated and inconsistent marketing pieces, or with a B2B website that diverges significantly from their brand. Both scary scenarios instinctively tell a visitor that you aren’t paying attention to the details. If a user clicks on an ad or types in your url after interacting with your tradeshow booth, they have a visual expectation.

Consider the following:

  • Apply your logo consistently. Although it’s necessary to have logo variations that work in color, B&W and in smaller applications, do you have too many unnecessary versions in play?
  • Follow a set color scheme. B2B websites can benefit from the addition of a vibrant complementary color for buttons and calls to action. Just be careful that multiple new colors don’t start to dominate your design. Inconsistent color usage is the easiest way to muddy a brand and leave visitors wondering if they are in the right place.
  • Use visually consistent imagery. When using photography, make sure to source photos with a similar mood. For icons and illustrations, make sure to look for a similar style with line weights and color usage.
  • Use brand fonts consistently. If your exact brand font is not available as a webfont, it’s still a good idea to find a visual equivalent and use it consistently across your digital marketing.

3. Frustrating Navigation

Perhaps your B2B website design is already engaging and on-brand. How about your navigation? Visitors are impressed by slick videos, images and animations, but chances are they won’t stick around if they can’t easily find content or a way to contact you. Make sure to:

  • Provide easy navigation access: A traditional navigation or hamburger menu icon should be placed consistently at the top of all your pages. It is also helpful to have the navigation elements stick to the top as the user scrolls so they are always easily accessible.
  • Use short page names. Long multi-word page names tend to clutter your navigation rather than provide clarity.
  • Add links to subpages. In addition to your top navigation, do you have clear ways for users to click for more info as they read through your homepage content? Consider adding buttons linking to appropriate subpages on the topics covered in each homepage section.
  • Include multiple conversion points. Depending on where they are in their buying journey, users may prefer calling while others choose to fill out a form, subscribe to your newsletter or live chat. New users might be more inclined to click “contact” or “Request a Demo” after they have scrolled through your website content. Add a bold call to action toward the bottom of each page giving them an additional opportunity to connect with your company.
Concerned your B2B website may be scaring off potential leads? Contact us today for a website consultation.

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