B2B website design and development shares many of the same aims as a B2C website, but there are also some important differences to bear in mind. B2B websites are typically studied in more depth and detail than a regular ecommerce website, and the average visitor will also spend more time comparing it with the competition.
For these reasons, it’s important to carefully consider how the design, content and layout meet the requirements of your target audience. Here are a few pointers to bear in mind.
Define the goals of your target audience
Before the design process begins, it’s crucial to consider what your visitors want to achieve by clicking on your site. Think about what their job role is and what their existing knowledge level of your products or services is. Will they be carrying out research, obtaining a quote, looking for contact information, or applying for a job, for example?
Create a compelling home page
B2B websites often have a bland and uninformative home page that simply states the name of the company and what it does. However, it is still important to be engaging and inspiring about your business. Why would a potential business partner want to work with your company or use its products and services?
Directly address the concerns of your audience and explain how you can be of benefit to them. Explain what your company ethos and background story is, using concise and compelling language. Even when it is a B2B site, it’s still important to establish an emotional connection with your audience.
Use bespoke photographs that offer a real and unique insight into the company rather than generic stock images. Make it easy for visitors to take the next step with links, buttons, and clear navigation bars.
Include an FAQ page
B2B customers spend much longer researching a company and their products or services than an average B2C customer. They are not there to make a quick impulse purchase and will not be influenced greatly by offers, deals, or sales jargon. Therefore anticipate any questions or concerns that they may have with an FAQs page.
This not only saves your time in replying to emails and phone calls, but it may also improve retention rates by preventing visitors from looking to competitor sites for some answers.
Focus on high quality content
B2B customers are more likely to spend time reading and analysing the content of the website than an average B2C customer. Pitch the tone and level of technical detail in your content to match your typical visitor.
Too much jargon and specialist level information may be off putting, but on the other hand information that is too brief and basic may raise questions about the company’s expertise and trustworthiness.
Wherever possible, include testimonials and case studies from previous satisfied customers. This is a form of social proof that will provide reassurance to your target audience that you are a successful and authentic business and will help customers to achieve their goals.
If you are looking for a pharmacy web design agency, please get in touch with us today.