It is a simple question that often gets overlooked or overshadowed due to pressing aspects of your business that often require your immediate attention. However, a neglected B2B website does not provide any favors for anyone or anything, including your business and the leads that it was initially designed to generate. A B2B website that is not laser-focused on UX and buyer needs will most likely fade into the background of sites that have been meticulously designed to cater to the demands of its potential customer base.

Providing UX that Caters to Your Customer’s Needs

Even if you personally like your website’s overall look and feel, it may not be speaking to the correct audience or have the UX necessary to generate leads that are likely to convert. There are many facets of a successful B2B website that allow potential customers to easily research and navigate a B2B website. A focused website will also lead a potential customer down a sales path with a clear path to conversion.

Custom B2B Website UX Design

There are many aspects to providing good UX within a B2B website. Specifications, white papers, product capabilities, and other deliverable information that assists customers in making an informed decision. Precise alignment of business goals, user data, and technology must be maintained to properly maximize the customer’s user experience. Ways to provide high-level UX within your site include:

• Provide proper navigation throughout your site
• Deliver relevant content that solves customer problems
• Create an obstacle-free buyer’s journey
• Engage users through interactive features
• Speak to your customers – Eliminate jargon
• Allow for complete user control
• Create fluid, confusion-less experiences
• Stick to a minimalist style design concept

B2B Website Features that Drive Lead Generation & Provide Increased Conversions

The features of a website are like options on a car. Some are intended to provide a more enjoyable and rewarding experience, while others are designed to enhance a specific aspect of the car’s functionality. A custom-built B2B website is similar in that many of the included features have specific functionalities that either guide or assist the user in performing various tasks. The features of a successful B2B website should include the following:

• Clear messaging
• High-quality content
• Buyer journey crafted CTAs (call-to-actions)
• Blog content
• Well-crafted landing pages
• Search engine optimized (SEO) content
• Mobile-friendly
• Clear and precise navigation throughout site

B2B Websites Tailored to Ecommerce Businesses

For B2B websites that utilize Ecommerce to actively sell their products to other businesses, it is important that their Ecommerce site is built with the functionalities to support their specific needs. Some of the essential features and product options that can drastically change the overall functionality of your B2B Ecommerce site include:

Local Left Navigation

Local left navigation delivers an effective way for a site visitor to conveniently find the page they need without having to needlessly search the entire site. As the name states, local left navigation is housed on the left side of each of your product or service pages. Instead of providing a static or constant navigation, Local Left dynamically presents related product or service categories, based on which page a user visited.

Mega-Menu Dropdowns

The mega-menu feature allows for a larger display of the top navigation points within your site. When a site visitor hovers over one of the top navigation points within the site, a single large fly-out will appear with a list of the first and second levels of sub-categories.

Private Catalog and Pricing Groups

Private catalog and pricing groups allow you to create private pricing groups or establish different pricing brackets for specific customers. It’s a great feature for your repeat customers or those who order wholesale to take advantage of volume pricing.

Faceted Search Functionality

Companies that feature hundreds of thousands of parts on their site need to make it easy for people to find products quickly. This handy feature allows you to add multiple filters, minimum and maximum fields, images, and more to your product lists, providing your customers with an effortless and effective way of filtering your product database.

Product Part Builders

In the past, anyone needing a customized or modified product had to submit a quote request or call a sales representative. That is no longer the case. Product part builders and configurators deliver an effective way to showcase your modifiable or engineered-to-order products, while allowing your customers to configure the parts they need using their specifications.

ERP Software Interfaces

ERP and accounting system integration creates a “hub” between your website and ERP or accounting system. Integrating your site with your ERP system means your customers always get the most up-to-date information available.

B2B Industrial Web Development Services Tailored to Your Business Needs

With over 20 years of direct B2B industrial web development and digital marketing experience, Ecreative has the tools and knowledge to provide you with a website that is customized to your company’s unique approach and specific needs. Whether you require a complete site rebuild or need to supplement your site with the newest platform options, Ecreative has the expertise to get you where you need to be. Schedule your free consultation today!