Your website can either make or break your business image.
In fact, 75% of your visitors will make a judgment about your business’s credibility based solely on what they see on your site. With that in mind, it’s important to go over some of the critical design features that a successful Business to Business site should have.
Take a quick scan of what you have so far, and ask yourself the following questions to make sure your B2B site is most effective.
Is Your Site Easy to Navigate?
Navigation is a critical factor of your B2B site. This means it should be extremely user-friendly, so that people of all ages can easily find what they’re looking for.
One out of two visitors will navigate away from your site if they’re expected to search for what they want. Forget drop-down navigation structures. Use a simple navigation bar at the top of each page. Make sure it’s easy to read, and you’ve won half the battle already.
Does Your Content Engage Your Target Audience?
Take the time to figure out who your primary target audience is. What kind of information would they like to see? Let’s say you’re a scarf wholesaler. What do you think would be beneficial for a buyer to see on your site?
A tutorial on tying a scarf?
A short documentary on the process scarf making?
A video highlighting the features of the scarves?
While all of these options have the potential to capture interest, the third one would be the most engaging for your target audience. A video highlighting the features of the scarves would give a retailer the information they need before buying from the range.
One way to ensure engagement with your target audience is by setting up a content calendar. Even if this might seem time-consuming, a content calendar will help keep you organized and on top of your content, and it will end up saving you time in the long-run. Plan out the next six to ten posts for your site or blog. You can even consider creating a series of posts that build upon each other. The further ahead you plan, the better.
Always make sure your content:
is of interest and value to your target market. You want your site to be seen as a resource, not a waste of time.
has been flawlessly created – if you’re dealing with fellow business owners, you want well-written posts and/or seamless videos.
has been read, reread, and then proofread. There should be no typos or grammatical errors present. Take the time to copy-edit and stylize posts so that posts are cohesive.
Does Your Site Have an Obvious Search Feature?
Ideally, each section of your website should be listed in the navigation bar. However, there will be people rushing through, without taking the time to view all of the options. Therefore, it is essential to install a search bar. Make sure that it’s in an obvious place to help those who are less patient get to what they want as quickly as possible. Also, be sure to pay attention to the hierarchical site design. You’ll want to ensure that the site design flows logically. This is to help the search engines crawl the site more easily.
How Responsive is Your Site?
Even if your site looks great on a desktop computer, that’s not enough. Considering how many people use their mobile phones to browse the internet, you’ll need to make sure your site looks good on a wide range of devices.
That’s why it’s a great idea to get a professional designer to work on your site for you. While there are a number of ready-to-use templates out there, most of them are built on old and out of date programs. They might be easy to use, but they most-likely will not give you the most updated and modern site you want.
How Fast is Your Site?
How fast your site loads is important not only to your visitors but also to search engines. Speed matters. The faster your site loads, the better. Because web users are notoriously impatient. You’ve got about three seconds for your site to load before they start looking elsewhere.
Search engines also monitor site load times. This means that if you have the most well-developed site with the most updated information, it will rank well no matter how fast it loads. But, if it compares with another site with very similar information, the search engine will always prioritize the one that loads the fastest.
Does Your Site Have a Good Layout?
Your site’s layout is extremely important. A clean aesthetic, and user-friendly layout all create a visitor's first impression. If that impression is a good one, chances are they will hang around your site for a while and explore. If not, they will leave pretty quickly.
Fortunately, with the layout, a few simple tricks can easily make your site a winner:
Think clear and uncluttered: Every element you add clutters the screen and could slow the loading of the site. Before adding an element, ask yourself if it adds value. If it doesn’t it should be left out.
White space is your friend: Having a reasonable amount of white space on the page helps the visitor focus on what they want more easily. White space makes a site look professional, concise, and clean. The page will also look clear, and uncluttered, making it more pleasant to scroll through and browse.
Make it scannable: With every post you create, make sure that it’s neatly laid out and scannable. You probably wouldn’t want to stick around and read something that is all in one huge block of text. Text that isn’t well spaced out looks unprofessional, and doesn’t engage well with the audience. When your content is not scannable, you run the risk of making fewer sales from your site.