You know it’s time for your B2B website redesign; that’s why you’re here! Maybe your website isn’t bringing in prospects. Maybe it doesn’t reflect your current branding. Maybe it’s just old and smelly, and it’s just time for it to go.
No matter the reasons, having an outdated or underperforming website could mean losing valuable business opportunities. A well-executed website redesign can help you achieve your business goals, attract the right audience, and stand out from the competition.
Begin with clear business goals tied to your website; these will guide the entire redesign process. You’ll also need to understand what currently works on your site and what doesn’t by getting an audit. Setting a realistic budget and picking the right outsourced web developer are key steps that will directly influence your project’s success.
In this guide, we’ll walk you through Peer’s comprehensive B2B website redesign process, from your essential planning and creative collaboration with our team to the final launch and even training for your team.
Ready? Here’s how the Peer team helps you transform your dusty old digital presence into an effective, sales-optimized website.
How Do I Start My B2B Website Redesign?
Starting a B2B website redesign can feel like a big task, but it doesn’t have to be overwhelming. A well-designed website is crucial for reaching potential customers and improving conversion rates. To make the process smoother, follow a structured approach. Begin by setting clear business goals. Then, assess what’s good and what needs work on your current site. Finally, setting a realistic budget that corresponds to your needs and finding the right help will make the redesign process seamless. Good planning makes a good website!
Identify Your Business Goals
The first step in any B2B website redesign is to identify your business goals. Know what you want from your digital presence.
Ask yourself what your current website is lacking. Think about how your new site can support your business objectives better. Do you want to increase user engagement or boost conversion rates? Knowing the answers to these questions helps shape the redesign process. What do you want people to do on your website? What do you want them to learn? How should your website drive prospects into your funnel?
Your goals should focus on improving user experience and optimizing sales funnels to benefit both the marketing and sales teams. Start with some solid goals, and Peer can help you create a website that effectively serves your business.
Get an Audit of Your Current Website
Understanding what works and what doesn’t on your current website is vital. The second step in your B2B website redesign process is to get a thorough audit of your site.
This audit examines your site’s current performance. It highlights areas that need attention, such as mobile responsiveness or bounce rates. Consider how well your website supports search engine optimization. This process will show where the site excels and where it falls short in reaching B2B buyers. By knowing your key metrics and technical gaps, you can ensure the redesign aligns with your business goals and enhances user engagement.
Peer has a fast, free tool you can use to get a no-obligation audit of your site.
Set a Realistic Budget & Choose an Outsourced Web Developer
Setting a realistic budget is crucial in the redesign process. This step ensures that you don’t overspend and that your project stays on track. Consider how much you’re willing to invest in quality content and interactive elements that enhance the user experience.
Choosing an outsourced web development team is one of the biggest decisions you’ll make in this process. Look for a team with deep experience in B2B website design. Review case studies, portfolios of work, and read or watch testimonials from other clients like you.
Your outsourced web development team should know how to improve your lead capture and craft persuasive content strategies. The team at Peer is comprised of designers, developers, strategists, writers, and account executives who work in the complex world of B2B sales every day. Meet our team here.
The B2B Website Redesign Process
Now that you’ve chosen Peer (great choice!) it’s time to get down to business. Redesigning a B2B website isn’t just about updating the look; it’s about transforming the entire digital experience for your prospects and customers.
A well-executed redesign will supercharge your online presence. It makes your site more attractive to potential customers and boosts your conversion rates. Each step in the redesign process, from planning to training, ensures that your site is not only visually appealing but also functional and user-friendly. Here’s a high-level overview of each phase you’ll go through with the Peer team on your path to your B2B website redesign:
Planning & Creative Collaboration
The first step in a successful B2B website redesign is thorough planning and creative collaboration. It starts with agreeing on the scope of work to set clear goals. Planning helps outline what needs to be done and when. Foundational assets are created, such as a messaging matrix, personas, and a website content strategy. These elements guide the design and development and ensure your website aligns with your brand and the needs of your B2B clients.
Messaging
A messaging matrix is a vital tool in the website redesign process. It acts as a strategic guide for all the content. This matrix outlines key messages and ensures consistency across the site. Crafting it before development sets a strong foundation. It clarifies the core messages your business wants to share.
Essentially, you have to know what to say in order to communicate your value, stand out from the competition, and get people to take action.
Once your website is live, the messaging matrix continues to be valuable to your whole team. It helps maintain a unified voice in all communications. It ensures your team stays aligned with your brand’s messaging. This consistency strengthens your brand identity over time.
Personas
Creating personas is crucial in designing an effective B2B website. Personas represent your target audience and help you understand who your potential customers are. By researching and developing personas, you gain insight into their needs and preferences, which shapes how you communicate and engage with them.
If your messaging matrix is all about what to say and how to say it, personas help you understand who you’re saying it to.
After the website launch, personas will still be a great tool for your sales and marketing teams! They can help guide your marketing efforts and content strategy. Personas allow you to tailor messages that resonate with your audience. Plus, having a defined persona can help your sales team target their best prospects and shorten their sales cycles.
Content Discovery & Content Strategy
Content is the backbone of any B2B website, providing plenty of opportunities for engagement and visibility. A solid content strategy ensures your website meets prospects’ informational and educational needs. By meticulously planning content, your site launches with all the necessary data that B2B buyers seek.
Beyond launching, great content is the best way to get your business seen in search results or AI overviews. It boosts your rankings and draws in potential customers. Quality content serves as a magnet for users and search engines alike. It enhances your online presence, ensuring that you reach a broad audience.
Initial Development
With a well-crafted messaging strategy in place, we’ll move on to the initial development phase. In this stage, we use the insights from the content discovery, personas, and messaging matrix to build the first version of your website.
This version is more than just a draft; it provides a concrete foundation that captures the essence of your brand and serves your business goals. The feedback you provide at this stage is some of the most important feedback you’ll give throughout the whole project! It allows us to ensure that the design and content resonate with your goals and your target audience before moving forward.
Wireframes
Creating your wireframes is a significant step in the B2B website redesign process.
Wireframes act as a blueprint for the website. They lay out the structure and basic elements before diving into full development. Using wireframes ensures the website’s layout meets your business needs and makes sense to visitors.
This process particularly emphasizes user experience, allowing interactive elements to enhance navigation. This structured approach helps visualize how information will display and function.
By planning in the early stages, potential issues are addressed ahead of time. As a result, the final product aligns well with B2B buyers’ expectations, enhancing user engagement and reducing bounce rates. In essence, wireframes help the sales and marketing team clarify their objectives and boost digital presence. They provide a clear path toward successful website completion, ensuring a strong foundation for impactful content marketing strategies.
Website Copy Development
Website copy development is another starting block in your B2B website redesign. It involves crafting messages that are clear and targeted. A copywriter uses your messaging matrix and personas to guide this process.
The aim is to develop copy that resonates with your business’s identity and the pains or problems of your prospects. Simple, effective, and easy-to-understand language is the key.
By focusing on your potential customers and B2B clients, the copy boosts user trust and enhances their experience on the site. Quality content plays a significant role in retaining user attention. It makes it easier for users to understand the business’s value. Simplifying complex ideas is crucial in this step. The result is informative content that effectively communicates the brand’s message.
Initial Presentation & Review
After development and initial copy creation, it’s time for a presentation!
This step allows your team to review the initial design and the progress made so far. During this session, your team will evaluate the initial copy, look, and feel of the site using an example page.
Based on the wireframe, you’ll assess key website elements. This stage aims to ensure that the initial website design is on the right track for your business.
Your feedback highlights areas that may require refinement or enhancement. The focus is on achieving a cohesive look and feel. Reviewing the initial version allows adjustments to address potential gaps. This collaborative process stimulates better outcomes and helps us refine in the next stage.
Refinement & Final Development
Your feedback on the initial design comes to life in the refinement and final development stage. We’ll incorporate any changes you suggest to ensure the design and copy are just right.
We’ll also integrate images and reference materials you provide, even drawing inspiration from websites you admire. Your content strategy is put into action as we populate each page with carefully curated information and stand up a few essential blog articles for your audience.
Once we’ve finalized the whole site, you’ll receive a private link to review every page. Using a simple online tool, your team can provide feedback easily and directly on each page.
To get your website sales ready, we also integrate it with your CRM at this stage, including forms and any pixels or code needed for website analytics, ad channels, or other backend tools.
We recommend HubSpot for seamless, sales-optimized functionality. Here’s why.
QA & Proofing
Once you’re happy with the design and content, the quality assurance and proofing phase begins. This ensures your site looks professional and functions smoothly. Our QA team carefully checks for any bugs or errors in the code and fixes them. We make sure that each link and redirect work and that pages load properly.
Your content also gets proofread by a dedicated professional. This step guarantees grammatical accuracy and consistency in style and punctuation. The extra care taken during QA helps your site make a great impression on B2B buyers!
Final Approval
The final approval marks one of the last but most significant steps in the B2B website redesign process. Both Peer’s internal team and your team will each conduct a thorough final review of the entire site.
This step ensures that every detail is in place and meets your expectations. Your approval seals the redesign, signaling that the website is ready to be scheduled for launch.
Launch
Launching your newly redesigned website is an exciting milestone. We will coordinate with your team to set a launch date and time that works best for you.
Our developer will handle the go-live protocol and collaborate with anyone on your team who needs to be involved in the cutover process for technical reasons for a smooth transition.
Once live, your website will be accessible to B2B clients and potential customers worldwide. This step is crucial for showcasing your improved digital presence. It represents the culmination of all the hard work put into the redesign process. A successful launch sets the stage for enhanced user engagement and increased conversion rates.
CMS Training
After your website goes live, understanding how to manage it becomes the name of the game.
Our team will provide CMS training to equip your team with the knowledge they need. We offer a recorded training session along with detailed documentation for future reference. This training helps your team navigate the new system with ease. We’ll also discuss options for ongoing website maintenance and support. With this training, your team will confidently manage your digital presence. They’ll ensure your site remains an effective tool for engaging B2B buyers.
Start Planning Your B2B Website Redesign
A well-designed website can boost your online presence and help attract more potential customers. Your B2B website is the most important sales asset you own. Up to 90% of the buyer’s journey is completed before your sales team is ever contacted!
So, if your website isn’t your hardest-working salesperson, you’re missing out on opportunities.We’ll show you where to start! Our 78-point website audit will show you exactly where you need to focus. Get your free audit started today with this 30-second form!
