As a small business, your B2B website has to do more than attract a buying audience. Have you optimized your site for the exact people you want? Your niche audience is looking for something unique, and your website needs to have it.
Accenture found that 94% of B2B buyers research online before buying. Somewhere in there are your ideal customers. Your B2B website needs to capture that attention the moment they arrive.
5 Ways to Create a Distinct B2B Website in Your Niche
The following five tips will help you get started. The secret is to build a customer-centric website design. Above all, customers need to trust your message and your brand.
1. Support All Digital Platforms
All modern websites should be optimized for any device. This is especially true of B2B sellers.
Your website must be accessible when potential customers are ready to decide on a purchase.
Selecting an adaptive or responsive design will be your first good decision for your site.
2. Build a Customer-Centric Design
B2B buyers have different needs than regular consumers. You must design every aspect of your B2B website to fit their needs.
For example, technical companies may need lots of search criteria to find the products they need. If your business is interior decorating, compelling imagery is your best selling point.
No website succeeds without thorough testing. Ensure you have all customer needs in mind when you test all pathways throughout your website.
3. Give Your Visitors a Compelling Reason to Stay
The first thing any visitor will notice on your website is its design. But B2B buyers’ top priority is information.
One of the greatest deterrents to acquiring customers is poor website navigation. Visitors need to find the correct information right away. If they’re getting hung up on your navigation they will go elsewhere.
There are three easy ways to simplify navigation. The first is to limit the number of options in your nav bar. The second is to include an effective search feature that will deliver positive results.
Finally, create a scrollable homepage with business-critical information at their fingertips.
Colonial Metals uses graphics, symbols, and value statements immediately recognizable by their niche audience.
4. Create a Channel for Instant Communication
Most of your visitors will still be in the browsing phase. Sending you a message and waiting for your response is a time commitment they don’t want to make.
A successful B2B website will use chatbots or service representatives who can respond to instant messages. Visitors may have immediate questions and may like your responses.
Otherwise, they may send you an email and forget about you, or overlook your site completely.
5. Seamlessly Transition New Customers to a Sale
There are simple ways to make buying easier for your visitors. As described, a compelling reason to stay is the first. But adding simplicity and value are what capture lasting customers.
The steps visitors take to becoming your customers must be simple. First, make your website part of your content marketing strategy and your inbound marketing strategy.
Begin nurturing customers the moment they arrive at your website. Capture information as you delight them with compelling content.
When they return, use the data they shared to make reengagement simple. If they come with another question, you should already know who they are. If they come to talk about buying, even more so.
Take the Next Steps Towards a Superior Web Design
You’ve just learned the basics of niche web design. We think there is a lot more you can do for your business.
CrazyLeaf Design specializes in information about B2B web design for niche audiences. Contact us to get the best web design advice delivered straight to your inbox.