5th June 2017

UX Design for B2B Websites


UX or User Experience Design for B2B Websites.

There’s a secret behind effective B2B web design; website design is for users, not for the website owner.

Many companies think their website design should be all about them and their needs. That’s not the case. It’s all about prospects and clients. For this reason, it’s important to select a web design company that truly understands the user experience and how it applies to B2B websites. Let’s take a deeper look at what this means…

While a good general B2B website design in its entirety is amazingly powerful, its actual worth is next to nothing if it is not paired with the best possible user experience (UX) on the website. One could definitely argue that the best design incorporates the best user experience by default, but really it all boils down to what kind of a website we’re talking about. Some websites don’t require that much of an emphasis on user experience as they do on implementing cool, neat and new design features which showcase creativity and imagination, for example. However, a good and successful B2B web design will need to address both generally good design and user experience in order to fit the bill.

So, what makes a good user experience on a website?

The first thing to consider when designing a B2B website is its usefulness. This is mainly what you rely on, as you’re offering other entrepreneurs a direct path to products or services which allows them to perform their own tasks. Offering a useful product/service to your client should be a no-brainer, but people often disregard this and throw the line in the lake thinking that someone will eventually bite. And they usually do, but it’s nowhere near as efficient as finding your target audience and becoming useful for them in particular.

Once you’re useful to them, you’ve also got to make sure that they know this. And in order to achieve this kind of visibility, you’ll need to:

1/ Be easy to find.

The web is full of websites, and one could argue there’s not a single niche, not even B2B sites that’s not overflowing right now with choices. Make yours stand out by offering good quality products/services and add your own twist to the mix.

2/ Treat visitors time with respect.

Once your clients find you, use engaging features to immediately drive them towards the hotspots on your website. The areas detailing how you can solve their problem or meet their need. This is done through using relevant, concise yet comprehensive content. No beating around the bush, definitely not taking their time for granted and being extremely clear in your messaging.

Another thing to keep in mind is accessibility features on your website. These can relate to everything from your site being properly rendered on all kinds of devices, to the content being available in several languages if you are targeting demographics which may find this useful.

Last, but definitely not least, make sure that each and every single element on your website works as intended. Even if users do something which leads to an error message, make the error message clear as well so they know what went wrong and can either try again and avoid the mistakes they’ve made or they can easily tell you what went wrong so that you can fix it.

Taking all these things into account will lead to the best UX design for B2B websites. Not only will your visitors be happy, but they’ll remember the great experience, they’ll come back and may even happily share it with friends and family, generating you free and effective publicity along the way.

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