Your website design is often the first impression potential customers or partners will have of your B2B company. As a matter of fact, a study by Forrester Research found that 62% of B2B buyers won’t consider a vendor that doesn’t have a robust online presence. For this reason, strategic and user-focused web design is now the key to maintaining success as a B2B company in the digital age.
But what makes an effective B2B website? And what would that look like? We’ll answer these questions and offer converting B2B website examples to help inspire your next website project.
What Makes A Great B2B Website?
Just as each business is unique, so too are their websites. However, there are certain elements that all great B2B websites have in common. These include clear and compelling calls to action, an easy-to-use interface and abundant resources and information.
For a B2B website to be effective, it needs to generate leads and conversions. However, there are a few critical differences between conversions for B2B and B2C companies.
- Longer Sales Cycles: Because B2B sales can involve more complex products or services, the sales cycle is often longer. B2B websites must be designed for lead generation rather than immediate conversion.
- Higher Value Transactions: Due to the longer sales cycles and more complex products, the value of each transaction is usually much higher for B2B businesses. It means that even a slight increase in conversion rates can significantly impact the bottom line.
- Different Conversion Goals: The goals of a B2B website are often different from those of a B2C website. The main difference is that while B2C companies are looking to make a sale, B2B companies are looking to build relationships. For example, a B2B website might focus on generating leads rather than sales. Thus the design and content need to be geared towards these goals.
With these core principles in mind, we’ll look at five of our favorite B2B websites and showcase what makes them so effective.
Maxcess International is an excellent example of a B2B website because it uses an AIDA (Attention, Interest, Desire, and Action) model. The home page has a slider that draws attention to the various products that Maxcess offers. There are also clear calls to action throughout the site that encourage visitors to learn more about the company and its products. Maxcess also provides a wealth of technical product downloads to keep their customers informed.
2. Alpha Packaging
Alpha Packaging’s website is an excellent example of a simple, practical design showing the company’s expertise. The homepage features a large image of one of their products and a brief description of what they do. And when you scroll down, they utilize compelling brand storytelling to demonstrate their authority in the ridged plastic packing industry and connect with users.
3. ARCO Construction
The ARCO Construction website showcases its brand and encourages users to interact with the company online. Not only is ARCO’s core value, “treat people fairly and do the right thing,” placed front-and-center on the homepage, but a design-focused project gallery greatly supports their expertise.
4. Mark Andy
Mark Andy is a global leader in narrow web printing solutions focusing on serving the label and package printing needs of brand owners, converters and trade shops. The Mark Andy website was built to prioritize a mobile-friendly user experience. Its multi-level navigation allows mobile users to easily navigate between pages and find the information they need to convert.
5. Aerofil Technology, Inc.
Aerofil Technology, Inc. is a prime example of a B2B website that works because it can provide its customers with exactly what they need: easy access to detailed information about the company and its products. In addition, the company’s logo and color scheme are prominently displayed, giving the site a professional look and feel.
Have You Caught the New Website Bug?
A great website has several key components, as shown in the above websites. The most successful B2B marketing strategies are accomplished when the website is designed to cater to the target audience’s interests, needs, and actions they need to take. This can be done by utilizing brand storytelling, clear calls to action, helpful resources, demonstrative case studies, mobile-friendly experiences and more.