A whistle-stop tour of B2B website design: best practice, examples to inspire you and the best B2B web design agencies to make your website a reality
B2B customers are all about convenience. That’s why an estimated 53% of them make at least half of their work purchases online.
Your website needs to offer them the answers they need: fast.
We’ve given our four top tips for B2B web design success, and some examples of B2B websites that have absolutely nailed it. We’ve also included a roundup of the best B2B website design agencies to build yours.
B2B website design best practice
Follow these top tips for a B2B website that looks great and delivers results:
1. Prominent value proposition with a CTA
When a customer lands on your website, there’s no time to play it cool. They need to see your value proposition (the unique benefit that you’re offering), and a call to action (CTA). This needn’t be a pushy sales pitch; you can offer a free trial, direct them to a more specific part of the site or suggest they ‘find out more’.
2. Keep the design simple
We bet you could talk at length about why we should choose your product or service, but your homepage isn’t the place to dump all this information. Nor should you overcomplicate the design. Keep it short, sweet and stripped-back: minimalism isn’t just a design trend, it makes good business sense.
3. Long scrolling with animations
Long scrolling is big news in the world of website design. It basically means having a homepage that the user can scroll down to receive bite sized amounts of information at a time. When combined with good imagery, copy and subtle animations, this is a great way to tell your story.
Users love to scroll; it’s how they interact with social media sites, and the rise of mobile searches means scrolling is on the up. You should still have a menu at the top of your page for those who are searching for a specific bit of information, or who like to navigate more traditionally.
4. Monitor and improve
There’s no feeling quite like seeing your completed website in action for the first time. That doesn’t mean it’s time to sit back and put your feet up! Your website may be everything you dreamed it would be, but you need to monitor how users interact with it. Use a tool such as Hotjar to analyse where people spend the most time, click the most and eventually drop off. At the very least, gather a sample of people to test it on in person.
Once you’ve gathered your interaction insights, it’s time to make the necessary adjustments. Things as small as moving a CTA or making an image clickable could have a huge impact on your bottom line.
So this is the theory behind great B2B web design. Now let’s take a look at the businesses that have absolutely nailed it.
4 examples of great B2B website design
These businesses have harnessed the power of the best practice tips above to create engaging and effective websites. If it’s inspiration you’re after, look no further:
Why we love it:
We love Quid’s long scrolling format, but what we love most is the simplicity of what’s ‘above the fold’ (ie. the portion of a website that’s instantly visible without scrolling or clicking). A concise value proposition, punchy copy and a striking image makes Quid stand out from the crowd.
Why we love it:
When you land on the Grammarly site, you’re greeted with an animation that can only be described as hypnotic. Scroll down, and the greatness continues; subtle animations, clear copy and plenty of white space. With loads of social proof indicators, such as the star rating and testimonials, Grammarly has nailed B2B and B2C appeal.
Why we love it:
iZettle have a really good looking product, and that’s not something that many other POS providers can say. So, how can they get this across? Ultra-cool imagery, and a design that makes it pop. We also love the way they’ve guided users to a simple, relaxed CTA asking what type of business they have.
Why we love it:
Asana is a tool to order and streamline your organisation’s workflow. It’s only right, therefore, that their own website should be ordered and streamlined, and it sure is. Once again, a simple value proposition and two prominent CTAs makes this a highly effective design. After all, who can resist a free trial?
Now you’ve got an idea of how your dream website could look, it’s time to find the team that can make it happen:
Best B2B website design agencies
Build it and they will come (and hopefully stay, and hopefully buy). But who’s the best builder? You need a website design agency whose bread and butter is B2B, and who will deliver an effective website on time and for a good price.
Here’s our top pick of the best B2B website design agencies: iWeb, 93 digital and Empire Elements.
This guide to the UK's best web development agencies should provide additional context.
Best for B2B commerce
We’ve already spoken about how iWeb build killer ecommerce websites, but B2B commerce is their real speciality. They were actually finalists for Magento’s ‘Best Overall B2B Implementation’ award after their work with JCB, and have worked with a number of other high profile clients.
2. 93 digital
Best for B2B tech companies
London-based 93 digital build cutting-edge websites for B2B tech companies. They’ve really specialised in this area, drawing on the experience of over 150 senior marketers in the UK FinTech sector. You can be sure your site will be in the most capable of hands. Their client list includes big names such as Cannon and Telefonica.
3. Empire Elements
Best for B2B brands with a mobile focus
Yes, Empire Elements build ultra-effective websites with proven results; but it’s fair to say that apps (both web and phone) are where their true passion lies. If you need an app developed, or if a high percentage of your customers access your site via mobile, Empire Elements will fit the bill.
If you’re a small business, check out our roundup of the best web design companies for small businesses. Or, if you fancy trying to make one yourself, check out the best website builders for the job. And whether you’re a big or a small B2B company, be sure to check out how much your website is likely to cost.