The Role of Website Design in B2B Marketing

The Role of Website Design in B2B Marketing

Ken Bowden - Wednesday, February 1, 2017


Creating a user-friendly website is a huge part of developing your B2B marketing strategy. Your website’s design should focus on content, usability, and functionality but also be aesthetically pleasing. Neglecting any of these elements can have an adverse impact on lead generation and conversions. Just like B2C websites, your visitors need to find what they’re looking for in an easy and seamless way, preferably within that all-important first three seconds. It’s equally true, though, that B2B websites should be designed differently from B2C sites.

B2B Buying Behavior

In many ways, the B2B buying process is more complicated than a typical B2C one. For example, the average B2B transaction involves 5 or more buyers, meaning the funnel journey for B2B customers tends to take more time. As a result, the B2B buying process is made up of multiple stages that take a company’s procurement policies into consideration. Further, while B2C customers make purchasing decisions based on emotion, B2C customers are more likely driven by risk aversion. Therefore, website design in B2B marketing must reflect the calculations, comparisons, and detailed information needed to bolster trust in your product or service.

Web Design and B2B Marketing

A basic tenet of marketing is that you design for your customers. Since trust plays a crucial role in B2B buying decisions, your website design must have credibility as its core objective. It should also seamlessly offer as much information as possible, in as many formats as possible, clearly stating:

In other words, if the goal is to turn your website into an effective lead-generation machine, you must understand your buyer’s personas, what solutions your buyers are looking for, and why they should choose you over the competition. So, what does this mean for your B2B website design? It means creating a dynamic site that is not merely a digital version of a company brochure but reflects what drives your customers. Here’s how to do it.

  1. Plan Content First. By now we all know that content is king when it comes to an effective digital presence. The time is now to shift the focus from design first to content first. It starts with a proper content strategy that addresses your brand’s specific website goals. For example, a blog is essential if you want to keep a consistent fresh flow of high-quality, SEO-friendly content. Plan your content strategy before you even begin to think of colors, fonts, or images, and you’re off to a good start.
  2. Choose a Responsive Design. More than 50% of Google searches are made from mobile devices and many of them include B2B buyers. Responsive design is key to functionality and ensures customers will have the same great experience across various devices.
  3. The Appeal of a Minimalist Design. Also known as flat design, the minimalist approach to B2B website design has recently increased to where it’s catching up to B2C. Flat elements, such as simple illustrations and bright colors are a great way to communicate your company’s message, story, and value proposition without using a lot of text.


Your B2B website is one of your most valuable marketing tools. Remember to keep it focused on the customer – the solutions they need and are looking for – and plan its design accordingly. Consistently update its products and/or services information, and be sure to offer dynamic content that helps your customers move forward with their own business. The more you do so, the more they will return the favor.




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