5 of the best ways to improve B2B design and content

The process you use to clinch B2B sales may be more complicated than is typically the case with B2C sales, but your website shouldn’t be complex as well – at least as far as the user is concerned.

A good website design is key to any B2B organisation’s digital marketing online. So, here are a few ways to ensure you get yours right.

1. Make the navigation clear

‘Simplify, simplify, simplify’ could be the perfect motto for so many aspects of your B2B website design; it’s definitely the case when you’re putting together the site’s navigation system.

Remember that you need the user of your B2B site to be able to get to exactly where they need to be with the minimum time and effort. Don’t fall into the trap of overcomplicating the menus simply because you were trying to be creative.

2. Quickly tell the story of your brand

As soon as the user lands on your homepage, you need to be taking them on a journey through your brand’s story, while always assuming they don’t know anything about your company already.

Do you have an attractive hero image or video on your homepage, at the very least? What about a short and impactful brand statement, and concise sections of easily digestible copy that will keep the visitor intrigued and reading?

3. Write content that addresses and solves problems

The written content on your B2B website is an invaluable opportunity to answer many of the questions that your target prospects are likely to have, even before they go as far as arranging a one-to-one meeting with you.

Plus, the more genuinely helpful your B2B firm’s online content is, the better you will be able to cultivate a reputation as a genuinely helpful and authoritative company in your field.

4. Make your content look suitably professional

Are you offering the types of content that an educated audience is likely to appreciate, such as white papers, guides and webinars? Do these content pieces also project the poise, polish and professionalism that you will wish to have associated with your B2B brand?

5. Aim for a cohesive and contemporary design

B2B prospects expect organisations like yours to keep abreast of the latest relevant trends – so why wouldn’t you wish to communicate this through your website design?

Website design trends tend to go through a significant shift every five or seven years or so, which is why you should always be conscientious to ensure your site’s interface still looks fresh and modern. Also be sure to be consistent with your site’s colours, fonts, photography and other key design elements.

Are you working with the experts in digital marketing online who will be able to work with you to ensure all of the above elements are addressed on your own B2B website? If not, the PENNInk Productions team is always on hand; simply call 020 8144 7931 for an in-depth discussion.

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What I appreciated most was the level of engagement with me as a person and the way that has ultimately been reflected in the construction and design of my website.

Tamar Posner

Having tried two other web companies, my business has been with PENNInk for many years because I trust them and they make the most of my online presence, supporting and enabling growth. Thank you, PENNInk. You go above and beyond.

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I would like to thank you for your recent work you have done to my website. My website looks refreshed and finally it is responsive. I was happy with the price you have quoted and you stayed in touch with me during the whole redesign process. I will not hesitate to recommend you to all my clients and friends and I will definitely use your services again.

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Lisa and her team are fabulously creative, great technicians, and, most importantly, take the time to listen to their clients' needs and wants to build the very best and effective websites. I would recommend them without hesitation.

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