B2B customers are very different from B2C customers, and they need different user experiences while browsing the internet. If you’re marketing towards a B2B audience, you can’t build a website based on general digital marketing and web design practices. 

You need B2B web design, which calls for a more object-focused strategy for UX (user experience). The user experience for B2B customers can be challenging to get right, but it’s not impossible. 

With a good understanding of what UX is and how to optimize it for B2B customers, you’re already more than halfway to your goal of succeeding as a B2B company.

B2B Online Behavior Is Different From B2C

B2B customers do not make hasty decisions and are not prone to fall prey to impulsive shopping. Giving them a website geared towards creating a sense of urgency will not get the same positive results as it would with B2C customers.

B2B customers want to know everything they possibly can about a brand or business before they commit to a purchase, and the user experience plays a big role in how customers see companies.

Your website must offer an educational, professional user experience with a focus on facts and accuracy.

Before we can dive into what UX should look like in B2B web design, let’s quickly discuss what it is not.

Misconceptions About UX

It is a common misconception that UX is the user interface (UI) design, and that’s not true. UX and UI are two very different elements of web design. UX has an emphasis on the user journey. The aim is to use the story your brand tells to instill enough confidence in your products or services that the decision to purchase is made easily.

UI is more technical and is all about the functionality, look, and feel of the page. It’s not as personal as UX.

But keep in mind that UX is not solely about the experience. There must be a strategy based on customer research that takes into account many elements like your competition and the unique needs of your target audience. 

It is for this reason that a good UX designer is one that knows the industry, the target market, and the service or product extremely well.

What Exactly Is UX?

UX is a collaboration of work done by developers, designers, strategists, and UX writers. Together, they come up with content and marketing strategies that are engaging, educational, and captivating enough to attract the target audience.

To better understand UX, we will take a look at the top reasons why it’s so important for B2B web design.

Optimized UX Increases Website Traffic

Website traffic is the key to conversions and sales, but getting your target audience to visit your website is often easier said than done. How can you increase your website traffic in a way that doesn’t feel cheap or salesy?

You tap into the potential of UX.

Customize your website so that it is accessible and valuable to your target audience. The UX design should match their requirements so they feel they’re in the right place for solutions to their problems.

Good B2B web design that combines visuals, text, clever layout, an interactive platform, and relevant graphics will enhance the UX value of your website.

Here we can see the true importance of the UX writers/designers knowing the target audience as well as the product or service very well. By knowing what the audience needs and exactly how the product or service can provide that, an improved UX can be created.

Improve SEO With Proper UX

We all know that the Google algorithm is constantly changing, and since it’s seen as the golden standard for search engines, you may feel pressured to always find the right keywords at the right time.

Fortunately, you can focus more on unique keywords that are important and relevant to your target audience than general keywords or phrases. As such, the SEO of your website can be improved because you’re creating exactly the kind of content and experience that your target audience is looking for.

Important elements of B2B web design that are useful for SEO and UX include the site’s navigation, headings, and overall load time of your site.

Mobile-Friendly UI Captivates Target Audience

Ensuring that your website is mobile-friendly is no longer an optional part of web design, it’s non-negotiable. People are browsing the internet on their mobile phones and other devices, so websites that want to attract visitors and keep them around need to be mobile-friendly.

Your UX should have a sharp focus on being highly responsive so it doesn’t lose its value when visitors are viewing your website from anything that isn’t a desktop.

Give your visitors a good user experience and they are more likely to remain loyal to your brand. Neglect this aspect of B2B web design and you risk losing a lot of business support.

Generate Quality Leads

One of the biggest benefits of a good UX is its ability to generate quality leads over a long period of time.

There are billions of websites to browse, and many of them are similar to yours, offering your target audience almost the same kind of solutions that your company does. To stand out among all this ‘online noise’ you need to give your visitors a reason to appreciate your website, and amazing UX is how you do that.

A good user experience will lower your bounce rates and boost lead conversion rates.

Improve Customer Engagement

When your website visitors can navigate it easily without any form of frustration and effortlessly find the information they want, you can say your UX is superior. When visitors can get their questions answered without waiting ages for pages to load, they’re more likely to stick around and you’ll get more customer engagement.

Connect with GoingClear & Advance Your Digital Growth! 

Nailing your B2B website’s UX is essential for success no matter in what industry you’re building your company. If you need a B2B marketing agency that understands your needs and goals, look no further than GoingClear. We have a team of expert developers, marketers, designers, and strategists who can help you bring your B2B website project to life while focusing on fantastic UX design.