ExampleFX

Lead-Driven Web Design

For your B2B website, leads are everything. Instead of ecommerce or consumer-facing sites where online purchases will drive revenue and attract new customers, your website needs to effectively sell your business to potential clients, buyers, or business leads.

Designing a website to attract more leads can be tricky, but there are a few good ways to go about this. Here are some of the most important B2B web design tips to keep in mind for your redesign or new site.

Design for Conversions

As mentioned, your website needs to effectively sell your business to attract leads. Your design can assist with this process by pushing the most visitors possible down the path to conversion.

For example, if you use a contact form to gather information on leads, you should make sure that this form is easily accessible, that a link to it is visible in your menu, header, and footer, and that you include calls to action for contacting your company on appropriate pages. Make sure it's incredibly easy to get in touch with you, and that all of your pages connect to this option in some way.

You should also consider using elements that will promote opt-ins to your email list or social media accounts. For example, you could utilize pop-ups on your valuable content to ask for email subscriptions, or making your social media icons very visible in a header. These smaller conversions may be just as important for gathering potential leads in a few spots and later converting them into paying customers.

Avoid Distractions

A B2B website should be designed to educate potential leads and guide them down the appropriate conversion path. That's why your design should be clean, simple, and clutter-free—and why you should avoid distracting your visitors.

What constitutes a distraction? On important landing pages, it might be a link to a photo gallery. On your contact form, it might even be links to any other page. Try to think about what the most desirable action is on each page of your website, and remove anything that might prevent visitors from taking that action.

Additionally, while there's definitely a good use for video and photos, try to avoid cluttering up pages with media unless it has a set purpose. Too many videos can distract visitors from making progress into deeper parts of your website, or can even lead to them watching unrelated videos recommended by the site on which you host your media.

Don't Be Afraid to Email-Gate

For B2B companies, "email-gating" can be one of the most effective ways to gather lead information while still providing value to those visiting your website. If you're not familiar with the practice, it involves restricting access to a helpful piece of content (like an ebook or guide) until the visitor has entered their email address.

Although you may be reluctant to try this tactic, you can explicitly state that leads who download a guide will receive helpful email tips, or frame the opt-in in a positive light, to make these trade-offs more likely. Also, email-restricted content has become common practice in the B2B industry, so as long as the content you provide is truly valuable and you don't abuse the privilege of having an email address, you can find great success with this tactic.

These are just a few tips that you should keep in mind when considering the design of your B2B website. If your Harrisburg area B2B company needs a new look online, feel free to contact us to find out what we can do for you. We'd love to share some more tips and ideas with you!