B2B websites are notorious for having confusing web layouts and frustrating obstacles, primarily due to outdated UX (user experience) designs. Many types of B2B software date back to the 90’s and early 2000’s, when the main goal of software developers was to incorporate loads of features instead of thinking about the user experience. Today, with almost 40% of users leaving sites that don’t meet their standards, improving the UX is a priority for businesses.
Guidelines for Creating an Effective B2B User Experience for your Website
Thinking about the long-term relationship with your customer is critical when you’re evaluating your website’s UX. B2B buyers have to thoughtfully consider all their options before making a purchase because, as digital strategist Martita Meier writes, “It isn’t simply a purchase, it’s a partnership.” Keeping this in mind, here are some ways you can improve your website to start building lasting relationships with other B2B companies:
- Make your objective clear. Ask yourself what problems your company can solve for your clients and sum it up as succinctly as possible. Your website needs to answer the customer’s most basic inquiry: “How will this help me?”
- Be inclusive of all B2B buyers. Your business likely caters to a wide range of different companies, from small start-ups to enormous enterprises and corporations, but you still need to find a way to appeal to both sides of the spectrum. Make sure your content pages are clearly labeled and specify what type of business would benefit most from each service.
- Display accurate pricing information. B2B products and services are often fully customized based on each individual’s needs, so prices can vary wildly. However, this doesn’t mean you shouldn’t include prices on your website! Using representative sample pricing tactics, like showing the realistic price for common situations or providing a calculator for customers, is an easy way to help buyers get a better idea of what price to expect.
- Provide meaningful content. B2B buyers will do plenty of research into different companies before making purchasing decisions, so you can appeal to buyers by sharing relevant information about your company. You could host a webinar, post an article, write a blog post, or provide case studies about your business to prove your reliability. The goal is to prove to B2B buyers that both your products and your partnership are worthwhile investments and will help them improve their companies.