More B2B marketing teams are starting to understand the importance of an engaging website. However, many B2B marketers follow the same recipes used for business-to-consumer (B2C) websites without accounting for the differences in B2B audiences.
For example, while B2C websites tend to appeal to a large demographic, B2B companies require websites with a specialized focus. Your website needs to make a clear statement and address the needs of your niche audience.
A lack of focus is not the only common B2B web design mistake. If you want to convert more of your visitors, pay attention to the following five B2B website design failures and solutions.
1. Not Maintaining a Consistent Experience Across Pages
An inconsistent experience is one of the top B2B website design mistakes. After landing on a web page and following a link to a product or services page, users should not have to guess if they are still on the same site.
Consistency across design, layout, visuals, and messaging is a necessary part of establishing trust and credibility with potential customers. Navigation that changes from page to page may confuse visitors as they try to navigate the site. Using multiple fonts for the same type of information creates clutter and looks unprofessional.
How do you fix inconsistency issues? First, ensure that every page features the same tone and style. Adopt a color scheme consistent with your brand to use across the entire site, and utilize consistent layouts throughout inner pages.
Content also requires a consistent tone. If you regularly use a second-person perspective for blog posts and the third person for white papers, continue to follow the same layout. When outsourcing your content creation, consider providing a style guide to maintain a consistent voice.
2. Not Updating Old Content or Generating Enough New Content
Content remains king for any marketing campaign. Content helps with every area of your B2B marketing efforts including traffic generation, lead nurturing, and brand exposure.
As with SEO, content marketing is an ongoing process. After publishing a dozen or so blog posts, a site starts to experience increased traffic. However, the ranking boost from existing posts begins to dwindle with each passing month. Competitors start to release newer content with more relevant information.
To keep your B2B website active and continue rising in search rankings, establish a consistent content release schedule. Blogs, webinars, and podcasts are all useful marketing solutions for B2B companies that provide more reasons for leads to return to your site.
You can also set up alerts to remind the B2B marketing team when a piece of content reaches a certain age. For example, set an alert for four months after publishing a blog post.
Review older posts and content to find outdated information or find ways to incorporate new developments in existing content. You may also add new keywords or images. Optimizing SEO with new titles or outbound links may also boost traffic to older posts.
3. Not Maintaining a Streamlined User Experience
When going through the website design process, some companies provide designers with a long list of features and elements they want to be included on the website. With too many elements, the webpage can become cluttered and difficult to navigate.
According to one survey, 75% of consumers judge the credibility of a business on their website design. A poor user experience detracts from the authority and trust that you establish.
Adding too many elements, plugins, or add-ons may also limit the page loading speed, especially on mobile devices. If a webpage does not load within a few seconds, your B2B leads may abandon ship and look for a business with a better website.
How do you create a better user experience? Keep the B2B web page design simple. This includes using simple layouts and avoiding adding too many elements in the same area of the page.
Along with a streamlined layout, streamline the calls to action (CTAs). If you present visitors with too many choices, they may struggle to take the next step in your sales process.
4. Not Focusing on Search Engine Optimization
A great-looking B2B website design may not help you attract leads if the pages do not appear in search results. 61% of B2B buyers conduct their own web searches to start the buying process.
Poor SEO also limits the effectiveness of your paid advertisement campaigns. If Google cannot determine the relevance of your landing page to your ad, the ad may not receive as many impressions or clicks.
How do you improve SEO for B2B website design? The first step in SEO for B2B websites is to identify keywords that your target personas are likely to use in search queries.
Start with long-tail keywords inserted in titles, headings, and meta tags. When choosing keywords, think about the needs of your buyers and match the keywords to their intent.
No matter what keywords you use, always try to include them naturally in your content. You want to appeal to human readers and search engines at the same time.
5. Not Having Content For the Lead Journey
With the B2B sales journey taking months or even years, marketers must focus on having content for each part of the journey. Websites play a huge role in this. Fresh blog content is a must-have. The more authoritative your content, the better.
Make sure to include lead magnets as well. It can be a downloadable document, a free video course, or a sale/trial. Giving valuable information gets them in your sales funnel and builds trust.
Along with these five common B2B web page design mistakes, there are dozens of other issues to watch for. Not delivering a clear value proposition or effective calls to action (CTAs) limits your ability to acquire new leads.
Your B2B marketing efforts should start with the design of your website. If you notice any of the mistakes discussed, fix them to enjoy more traffic and higher conversion rates.