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B2B Web Design Best Practices: How to Design a Website That Converts

b2b web design best practices how to design a website that converts

Are you looking for ways to improve your B2B website, a website redesign project, an effective user interface, and create conversions? If so, then you’ve come to the right place. From designing a simple user interface that maximizes functionality to developing content strategies geared toward conversion-rate optimization (CRO), many solutions could increase visitor interaction with your site and increase conversion rates overall. Below, we’ve compiled a list of six must-read resources for B2B web design to help you boost your site’s functionality, improve user experience (UX), and more to generate more leads.

Target Audience Considerations

target audience considerations

This means understanding website design and what they want and need from your site and ensuring the design supports these requirements, whether you made it with minimalist design or animated graphics. For B2B websites, this audience tends to be more professional and knowledgeable about the industry than general consumers. Therefore, we at The Goat Institute convey that it is vital to create a visual hierarchy with clear and concise messaging that speaks directly to their needs so that multiple stakeholders won’t look for other businesses. For more information, you can also visit our social media profiles, such as Facebook and Instagram.

Another key for B2B web design is that lead visitors often seek evidence of credibility, videos, and value proposition before making a purchase decision. Therefore, ensure your new website includes social proof like testimonials, case studies, or certifications demonstrating your field authority and customer journey. Furthermore, language specific to the industry can help establish trust with more traffic while avoiding jargon or overly technical terms that could alienate them.

Analyzing Existing Websites

analyzing existing websites

Analyzing existing websites is crucial when designing a B2B website that converts. Consider navigation, content structure, and overall user experience. It’s also essential to analyze your website to see if it exists already. Analyzing your current website can uncover issues that need fixing or elements worth keeping. For example, you might find that users are leaving the site quickly due to poor design or confusing navigation. Or there is a page on your site with high traffic but low conversion rates.

In addition to analyzing existing websites for design ideas, it’s essential to continually research industry-specific trends in high-quality design best practices. A thorough understanding of these trends will inform the direction of your B2B web design strategy and keep you ahead of changing consumer expectations.

Essential B2B Web Design Elements

essential web design elements

Effective B2B web design includes strong calls-to-action (CTAs). CTAs encourage visitors to take specific actions, such as filling out other forms, downloading content, or purchasing using mobile devices. In addition, they should be prominently displayed on your web pages, such as the home page and hero section, using vibrant colors and clear language to make them stand out. Incorporating these critical web design elements into your B2B website will create an engaging, user-friendly experience that drives conversions and ultimately grows your company’s purpose.

UX/UI Strategies

ux ui strategies

One of the most crucial elements of a website design is incorporating UX UI strategies. One way to implement UX UI strategies is by creating an intuitive navigation structure for your b2b website design. Additionally, it’s essential to ensure that each page has a clear purpose, easily digestible information, and relevant calls to action without leaving a white space. Another strategy is designing for mobile responsiveness, as more people browse websites on their phones than ever. This also means considering factors like load time and font size for a better user experience, which can impact how quickly a visitor can engage with the content on your site based on your website’s high performance.

Content Priorities

content priorities

When promoting content on your B2B website, it’s essential to prioritize the most informative content and relevant pieces. Start with the pages highlighting your exciting products or services, as these are likely what potential customers are most interested in. Then, focus on clear calls to action on these pages, inviting visitors to learn more or contact you as a part of their decision process or buying cycle.

In addition to product/service pages, consider featuring case studies or a hero image that showcase the value you’ve provided to past clients. These can help build trust and credibility with website visitors who may be considering working with you. Another priority should be any blog posts or articles that provide educational value related to your team; this content marketing can help establish you as a thought leader and keep a customer engaged with your company.

When deciding what written content to promote on your B2B website, a great example is your blog page focusing on what will be most helpful and relevant for potential clients. Highlighting key products/services, success stories, and educational resources can go a long way in converting site visitors into loyal clients.

Testing & Iterating

testing and iterating

Testing and iterating are crucial steps in designing a B2B website that converts. Testing refers to trying different modern design elements or strategies to see which ones work best for your audience, while iterating involves making adjustments based on the test results. A/B testing is a popular method where two versions of the same page are created, and visitors are randomly directed to one or the other. The version that performs better (usually measured by metrics such as conversion rate or time on page) is then selected.

It allows you to identify areas where visitors may need to stay on or engage with your content and make changes accordingly. Some common elements that can be tested include headlines, calls-to-action, forms, images, and navigation menus that fall under SEO.

In addition to A/B testing specific elements, it’s also vital to continually iterate on your overall design strategy based on user feedback and data analysis. This can involve minor tweaks regarding SEO, such as adjusting font sizes or colors, or more significant changes, like restructuring the entire site architecture. Regularly evaluating and refining your website’s design, such as putting captivating imagery through testing and iteration, increases the likelihood of converting visitors into customers over time.


In conclusion, converting more customers is the ultimate goal of any B2B web design project. Therefore, optimizing website content for search engines to improve visibility and attract organic traffic is essential. Moreover, a well-designed website should provide an excellent user experience by ensuring fast load times, easy navigation, and mobile responsiveness. A visually appealing design will make your site stand out from competitors and enhance brand credibility.

Finally, continuously monitor your website’s performance by analyzing metrics such as bounce rate, conversion rate, and user behavior. This data can help you identify areas that need improvement or optimization to increase conversions continually. With these best practices in mind, you can create a highly effective B2B web design that converts more customers and achieves business goals. Contact us today or visit our website to learn how we can help you design a website that converts!

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