B2B Monday Myth: B2B Web Design is All About Pretty Pictures
by MGB2B
The Myth: Web Design is All About Pretty Pictures
The Truth: B2B Web Design Needs to Properly Guide your Audience Throughout the Site
When it comes to B2B web design, the challenge has nothing to do with the pretty pictures and crazy font. Instead, it has everything to do with the process and functionality that guides your audience through the site.
User Experience
In order to do so, there needs to be a strong focus in user experience. A good user experience has to include accurate and relevant call-to-action buttons and website functionality – this is a non-negotiable. Website functionality isn’t about pretty pictures, like many may think. A clean and focused webpage format draws attention to the site and leads users to where you want them to go.
Also included in user experience is a strong message that is portrayed throughout the site. A lack of message (or an unfocused one) confuses your audience as to what your company does. A strong company message builds trust and lets users know what your company is all about. Your B2B web design must focus on strong messaging throughout the entire site in order to give your audience a sense of understanding – which will ultimately keeps them interested.
Call-to-Action
It is important to have the right call-to-action buttons throughout a site to drive people to a contact page and capture them as a lead. In order to drive people to a contact page, your B2B web design blueprint needs to include easy access to your lead generation form. Basically, if a user has to dig for a way to contact you, the website isn’t guiding your audience. And your user has to already have intent – and patience. A better user experience on your B2B page leads users to easy-to-find contact pages, which means higher conversion results.
The more CTA buttons you have, the better your results are likely to be. Repetition is key. Instead of just having one call-to-action button on the top of the website, it is beneficial to include them on the bottom of each page as well.
Lead Generation
Once your website is designed to accurately and effectively guide users through your site, more and more visitors are able to be converted into leads. After that, you can determine whether the call-to-action buttons helped to generate a lead. Then, you can see how they interact with your brand and determine whether the lead becomes “qualified”.
While pictures are eye catching, they do not create leads. If your B2B web design accurately guides your audience throughout your site with strong functionality and properly placed call-to-action buttons, there is a very strong chance that more users will interact and become interested in filling out a contact form to learn more.
Tags: B2B lead generation, B2B marketing strategy, web design