Picture this: you got an interesting offer from a cold email in your inbox, or you saw an ad for a product that seems like it may finally put an end to a big problem your business has had forever.
What’s the next thing you do?
If you’re like 90% of B2B buyers (Invoca), you searched for the business and went to their website to see if they were trustworthy, professional, and real.
A well-designed website can boost sales and even attract more customers in this exact scenario. Certain design elements are especially important for B2B companies. These elements can enhance the user experience and drive revenue. They help visitors find what they need quickly. They also build trust and encourage conversions.
Let’s check out the eight must-have elements for a B2B website that drives revenue.
The Essential Elements of a High-Converting B2B Website
A high-converting website is key for businesses that sell to other companies. It helps attract visitors and turn them into customers. To do this, you’ll need a few vital elements that guide your visitors around the site and reassure them that you’re no fly-by-night operating out of a basement somewhere.
It’s important to focus on user experience, clear messaging, and strong calls to action.
Your Unique Value Proposition
Your unique value proposition, or UVP, is the bottom-line statement about what makes your business special. It’s your core message. It explains why customers should choose you over others. It’s very important to place your UVP front and center on your home page in easy-to-understand, action-oriented language.
First, it grabs attention. People quickly decide if they want to stay on your site. If they see your UVP right away, they understand what you offer. This helps keep them engaged.
Second, a clear UVP builds trust. It shows that you know your strengths. When customers see confidence, they feel more secure in choosing your services. This can lead to more sales.
Lastly, a strong UVP differentiates you from the competition. In busy markets, standing out is key. Your UVP tells potential customers what sets you apart. It highlights your unique benefits.
Examples of great UVP statements:
- Better Culture: “Build a Strong Culture That Supports Your Business.”
- Junot Systems: “Connect your entire plant floor with ease.”
- Sloan Medical: “Dry as a Bone.”
Easy, User-Friendly Navigation
When buyers visit your website, they want to find what they need to know – quickly. Good navigation makes that happen. It helps users discover important information easily. If a website is hard to navigate, visitors will leave. Simple menus and clear labels guide users through the site. This user-friendly design keeps visitors happy, and it keeps them on your site.
Clear navigation is also helpful from a search engine optimization (SEO) standpoint. Search engines like Google pay attention to how easy a site is to use. If your site has clear paths, search engines can find and index your pages better. This can improve your rankings in search results. When users find what they’re looking for, they stay longer. This lower bounce rate signals to search engines that your site is valuable.
Descriptive, Accurate CTAs
Clear and accurate CTAs, or calls to action, are important. They guide readers to next steps when they’ve finished reading a page or want more information. A great CTA can drive action, like signing up for an offer, scheduling a meeting, or even just clicking a link. When CTAs are easy to understand, more people will follow them.
Generic CTAs like “Read More” or “Learn More” often do not convert. These phrases don’t tell readers what to expect when they click that button or tap on the text and can feel vague and uninviting. People want to know what they will get, and a strong CTA gives them a clear benefit or promise.
To write great CTAs, be specific about what will happen when the reader taps the button. Use action words that inspire interest. Use phrases like:
- “Get your free guide now”
- “Subscribe for weekly drops”
- “Download the checklist”
Clearly show the value of their click. Keep the wording simple and direct. Make sure the CTA stands out on the page. Use bright colors or buttons to grab attention.
SEO Principles Still Apply in the Age of AI
Even in the age of AI-assisted search, SEO principles still matter. (Just ask Google.) Search engines want to show the best content. They look for information that answers users’ questions. Good SEO makes your content clear and helpful. This helps search engines understand what you offer.
To get featured in AI Overviews, you still need to follow SEO rules. Start with relevant keywords. These keywords should match what users search for. Use them naturally in your titles and text. Keep your content focused. Use headings and lists to make it easy to read.
Links are vital, too. Both internal and external links help build trust and show that your content is connected to reliable sources. Good SEO will help search engines choose your page for the references and sources in AI Overviews. This means more visibility for your content and more visitors to your site. Remember, clear and useful content is still the key to success.
And don’t forget to (cleanly and cleverly) provide answers to your buyer’s frequently asked questions. Align these answers with questions you really receive and inform your answers using the insights in Google Search Console centered around what keyword searches have driven visitors to your website in the past.
Prove it! Testimonials & Social Proof
Having testimonials and social proof on your website is one key way to prove that you are who you say you are. These content features show your visitors that others trust your business and that your solutions have worked for people just like them. When people read what happy customers say, they feel more confident in their choices, which helps build trust.
Testimonials should share real experiences. They let potential customers see how your product or service has made a difference. When someone reads a great review, they’re more likely to believe in your brand, which is reassuring.
Social proof can also include ratings and testimonials from well-known sites. For example, if you sell software or services and have G2 reviews, embed those on your site. This adds even more credibility.
In a market full of options, people want to know they’re making the right choice. Featuring testimonials and social proof helps to convince them. Plus, it creates a sense of community around your brand.
Backend Boost: User Insight Tools
Using business and CRM intelligence tools, like HubSpot, is important for any website. These tools help you understand how visitors interact with your site. When you know what people like and what they avoid, you can make data-driven decisions for the content and CTAs on your website. This leads to a better experience for your visitors and more conversions for you.
HubSpot uses tracking code, a small piece of JavaScript that you add to each page of your website. Once it’s on your site, it collects data about user interactions, such as page views, clicks, and sign-ups. This information helps you see what content works best.
With tools like HubSpot, you can create reports and dashboards that visualize the data easily. You can find trends and patterns, and this insight helps you improve your website and marketing efforts.
Speed and Security Matter
When developing a B2B website, load speed is the number one factor that determines whether a visitor will even see your website. If your site doesn’t load within 3 seconds, almost half of visitors will bail before they see a single word.
A speedy site also helps with search engine rankings! Higher rankings lead to more visitors.
Connection security is equally vital. Businesses share sensitive information online, and a secure website protects that data. If a site isn’t secure, it can be hacked, leading to data theft and loss of trust. Your visitors want to interact with secure sites. They need to know their information is safe before they request a meeting, download anything, or fill out a form.
Don’t Forget About Accessibility
About 13% of Americans have some kind of disability. That’s 42.5 million people! Differences in sight, hearing, and thought (like ADHD) are increasingly common in business decision-makers. If your site isn’t accessible, you’re excluding opportunities and partnerships. (And you could be in violation of the ADA.)
Easy-to-install accessibility tools like AccessiBe help you ensure that your website is compliant and helpful to those with disabilities and functional differences. These tools make your website easier for everyone to use and help people with disabilities, including those with visual or hearing impairments, access your content.
Also, having an accessible site improves your brand image. It shows that you care about all users, not just some. Businesses want to partner with companies that are inclusive. This can lead to more trust and better relationships.
Great B2B Website Design Examples
Now that you know what to look for, let’s explore some of the best B2B website design examples. You’ll see how smart design choices can attract and keep visitors. We’ll look at features like easy navigation, clear information, and engaging visuals.
These elements all play a big role in making a website effective. When a B2B website looks good and works well, it can lead to more sales and happy customers. We hope these great sites inspire your own website design!
HubSpot
HubSpot’s website is a top example for B2B companies. It’s user-friendly and easy to navigate, so visitors can find what they need without hassle. The design is bright and open, making it visually appealing. It includes accessibility tools up front and center, above the top navigation.
One key feature is the clear messaging. HubSpot explains its products simply, which helps potential customers understand their solutions quickly. They also offer helpful resources, including blogs, guides, and webinars. This content provides value and builds trust.
The website is also great for lead generation. HubSpot effectively uses forms and calls to action, which encourage visitors to sign up for more information. This strategy helps grow their customer base.
Another strong point is their focus on customer success. They highlight testimonials and case studies. These real stories show how their tools help businesses. Overall, HubSpot’s blend of design, content, and customer focus makes it a best-in-class B2B website.
Guardify
Guardify’s website has a clean and modern design that makes it easy for visitors to find what they need. The colors are calm and professional, helping create a positive first impression with their highly skeptical user base.
Second, the website is user-friendly. It’s simple to navigate through the different sections. Users can quickly access information about Guardify’s software options and read about the company’s values and mission, which builds trust with potential clients.
Third, Guardify’s website is mobile-friendly. It looks great on phones and tablets, and it’s accessible for all devices and users.
Finally, the content is clear and informative. Guardify uses simple language. This helps users understand complex topics easily. Overall, Guardify’s website stands out because of its design, usability, and content. It meets the needs of busy prosecutors needing solutions for their evidence management.
Sloan Medical
Sloan Medical‘s website is a great example of a clean, simplified design that’s easy to navigate. Visitors can find what they need quickly. The menus are simple, and the layout is clear.
Second, the website loads fast. Busy doctors and purchasing managers appreciate not waiting long for pages to appear, which improves the overall experience. The site’s speed and design are reliable on every device, from desktop to mobile.
Third, Sloan Medical offers valuable content. The site includes detailed product descriptions and helpful resources in the form of a large catalog of blogs and articles that help customers stay safer in their daily work. The Sloan website keeps its core messaging front and center but still finds ways to add color and humor to its content.
In summary, Sloan Medical’s website excels in design, speed, content, and mobile access. It provides a strong experience for business customers.
Ready to Work on Your Own Site? Get Our Ultimate Guide to B2B Websites First!
A great B2B website is key to your business’ success. Let us take you behind the curtain with our Ultimate Guide to Building a B2B Sales-Ready Website! This guide has everything you need to maximize your website’s ROI. You’ll learn how to attract more traffic, collect more leads, and close more deals! Download your free copy today
