The Various Things You Need to Consider Before Designing Your B2B Website

Before I even start this article properly, let me tell you this: your B2B website is your path to success in the 21st century. You must realize that there is much more than a company logo and contact information that make up a complete and successful website. Your website needs to speak to your customers, it needs to be part of your sales proposition. Whether it’s a product or service that buyers buy directly from your website, or you’re selling consulting or software projects, understand that your buyers are doing their research online in any scenario.

Therefore, the more complex your services or products are, the more you require your website to work for you because today, buyers want to shop online.

Again, since B2B businesses are more complex than typical B2C businesses, they actually need much better user interfaces. B2B websites should put more emphasis on usability because this will help users to perform more advanced tasks on the website.

That being said, rushing straight into B2B website design can lead to disaster.

Here are the things that you and/or a professional web design company in Noida should take care of before designing:

1. Ask the end customer

The key to a successful website is to remember that your website is more about your prospects than it is about you. Your prospects or end customers are the ones who will buy the product or service from your website. Therefore, taking their opinions into account before you start designing your B2B website can save you a lot of extra cost and time.

You can start this by directly asking your customers the following questions:

• How did you get to our website?
• How long did it take to load the website?
• Were you able to figure out the website menu?
• Was the description of our products/services sufficient?
• How was the product display image? Does it seem of good quality?
• Did our FAQ section solve your doubts?
• Describe in detail your purchasing process?
• In your opinion, what is most important when evaluating the options?

2. Ask your sales and marketing team

Since they are the ones who are in regular contact with your customers and customers, their opinions play a big role in deciding what your B2B website should look like. Your customers generally want valuable information, pricing information, quick response, and a quick solution to their needs. In the meantime, you as a business want more leads, more conversions, and loyalty from your customers.

To maintain a balance between what you want and what your customers want, you need to ask your sales and marketing team the following questions:

• How do you want your brand to be perceived?
• Why do your customers look at you and not your competition?
• What are our advantages according to you?
• What are the problems that usually occur in our products/services?
• Who are all our big clients, what is the number of clients we have served?
• According to the sales and marketing team, what are the main objectives that the website must meet in order to be successful?

3. Think of a Buyer Persona

While many B2B companies tend not to view this as an important step, having a Buyer Persona ready can help you better understand your business environment, what kind of customers typically buy your products, and what time they shop.

To create an effective buyer persona, consider these factors:

• Interview your clients/customers
• Interview your sales and marketing team
• Take a survey for your prospects
• Mine your internal database to understand the qualities of your best and worst customers
• Review your web analytics report
• Interview your customer service team
• Use keywords to recognize topics of interest
• Track your social media activities and monitor engagements with your connections

4. Map the buying process of your customers

There are three stages in a purchasing process:

1. Consciousness: Here, the buyer does some initial research, makes sense of the problem for which he/she seeks solutions (later), recognizes opportunities, changes his priorities.

2. Evaluation: Here, the buyer discovers the product/service that can help him solve the problems. He researches and educates himself on the solution. Later, he reviews the other evaluation options, such as checking the other alternative solutions.

3. Decision: Finally, at this stage, the buyer is already leaning towards an option, either yours or your competitors’. They are just looking for ways to justify their eventual decision.

Your website is a sales tool for you, and for your buyers, it’s a tool to help them make a better decision. Analyzing your customers’ buying journey will help you think about the content and site architecture that will work best for you, your customers, and future buyers.

The following are the type of questions you should consider answering before you start building your website:

• What role will your website play in supporting each of the 3 stages of your buyer’s buying process?
• What questions need to be answered, where?
• How should your website be structured so that each piece of information is in accordance with the persona of the buyer?
• What questions need to be answered and in what flow will they be answered?
• What are the various types of content that should be on your website: blog articles, eBooks, webinars, newsletters, etc.?
• What important role will customer testimonials play and how will you present them on your B2B website?

5. Create the content and conversion plan

Since there are different stages in a buyer’s buying process, your content should be such that your buyers understand what they need to know and what they need to know at each stage and convert.

In the awareness stage, you need to let your buyer know that your business has a problem or problem. This is the upper stage of the funnel. At this stage, the buyer will expect blog posts, eBooks, videos, tip sheets, etc. high value.

In the next stage i.e. the assessment stage, your buyer has clearly identified the problem with your business and is now collecting a lot of information. This is the middle stage of the funnel where the buyer will expect webinars, seminars, podcasts, case studies, comparative charts, etc. of you.

Finally, in the last stage i.e. the decision stage, your buyer is ready to make the purchase after identifying the solutions. This is the lower stage of the funnel where the buyer expects things like a free trial, a live demo, a discount coupon (if applicable).

6. Identify the Target User of the website

As a B2B company, your most important goal is to identify and understand the goal of the user or your website and get them to accept the most sought after CTA. A call to action can be anything from having them sign up for an email newsletter or provide their personal details, or calling your salespeople to discuss offers in detail.

7. Audit your current website and its content

This involves figuring out what content and web page works for your website and what doesn’t, what your buyers look at when they visit your website, which web page on your website converts the most and which page doesn’t.

Consider clarity, distraction, user trust and FUD, i.e. Fear of Uncertainty and Doubt while auditing your website and its content.

One of the most important aspects of the audit is to emphasize content marketing. To be successful with your B2B website, you need to attract visitors to your website with amazing content – ​​a blog, a video, or anything else that is of high value. That being said, if your website is full of broken links and pages, stock images, and old-school design, you won’t be able to do it right.

When conducting a site audit, you should focus on the following:

1. happy – What pages do your buyers look at? How do your buyers navigate from one web page to another? Where does your traffic come from?

2. Metrics – What are the current conversion rates, how well are your website pages optimized?

3. Messaging, focus and usability – Is your content easy to understand and understand? Is there a single flow to the action or are there many distractions? Do users trust the information on your website, do they feel that this is the information they need, or are there sources of friction present on the website?

8. Clarify user flows

User flow is the path a user will follow on your website to achieve what they are trying to achieve. To make sure your buyers have a good user experience, you need to be as knowledgeable about the exact steps buyers typically take on your website. At the end of a buyer’s user pipeline, you need to believe that your company truly understands their needs.

9. Creating and testing wireframes

A Wireframe is the blueprint of a website that defines the following things for each page of the website:

• Information on the page
• provision
• Key messages and flow
• Placement of the call to action
• Navigation
• user interface notes

With the help of the wireframe, you can see the different elements without any hindrance. If you decide all these elements while designing the website without wireframing first, it would get really confusing and soon you’ll start spending a lot of time arguing with your team about what should go where on the website.

10. Explain what you expect from your new website

Finally, you must clearly define the guidelines that designers and copywriters must follow to develop your website. Clearly define your site copy, tone of voice, layout, layout, structure, and graphics.

Define the following before you start designing a website:

• Voice tone
• copy length
• The clarity and hierarchy of awards
• Readability
• call to action
• User trust

Conclusion

There is a difference between a B2C website and a B2B website. You need to put a lot of thought into your B2B website before beginning the actual design process. These days, with the best web design services, you get the benefit of all this research process with the actual design part of the website. These days, India’s leading website design company can offer you services to research and sort everything out before you start the actual design process. For B2B businesses, a customer-centric website approach becomes of the utmost importance because you get a targeted website and design that makes a lot of sense to your buyers instead of random embellishments.

All the steps mentioned above are just one part of ensuring a successful B2B website. The other part includes continuous monitoring of the website while making small improvements over a period of time and taking care of the SEO part to ensure it is listed correctly on the search engine results page.

Remember that your website should be considered as a sales tool/sales representative that will attract your prospects to you and get conversions.