Having a bespoke solution for your business is the best way to go if you have the budget. If you have more limited resources or are looking for something simpler, a WordPress website can still be a good solution. There are thousands of themes to choose from and modify as much as you like. With a variety of plugins and tools available, you can add just about anything to your website, be it a Facebook Fan Box, Tweeter Feed, video gallery, or event calendar.

Whether you are a developer, marketing executive, or entrepreneur, keeping up with the latest trends is a way to ensure that your website is better performing, functional, and current-looking. In 2022, keeping up with the times means adapting to emerging B2B design trends such as optimization for voice search, use of micro-animation and micro-interactions, chatbot customer service, and simpler navigation.

Having a well-structured, attractive, SEO-optimized B2B website is essential for businesses looking to generate high-quality leads and sales. Websites that convert have clear navigation and messaging, responsible design, social proof in the form of customer reviews, FAQ, and relevant, informative content. High conversion B2B websites also have fast load times, contact page, pricing information, and easy to fill out forms.

Paying attention to website design is the key to online success. For users, ease of use is the most important (67 percent), followed by visual appeal (10 percent), and interactive experiences (9 percent) (HubSpot). To meet customer expectations, B2B marketers need to ensure that their website is well-structured, easy to navigate, and visually appealing and guides the user’s journey with social sharing buttons, interactive infographics, videos, and captivating animations.

The key objective of B2B website design is to engage users, generate leads, and boost sales. To drive traffic and grow conversions, B2B marketers should focus on factors that contribute to great website design, including functionality, simplicity, consistency, mobile friendliness, well-defined navigation, high-quality product visuals, and a clear brand message.

Building a good B2B content strategy starts with setting goals that are relevant, specific, clear, and measurable. If your main focus is on growing brand visibility, you will need to create content that is informative without being too salesy, like videos, comments, and blog posts. And if your goal is to get more leads, focus on high-converting content such as product demos and white papers.

The next step is to create buyer personas so that you can offer relevant content and a more personalized shopping experience. To gain insights and define your buyer personas, segment customers by job title, industry, educational level, income, age, interests, and shopping habits. Now that you know your target audience and what you want to accomplish, you need to come up with ideas and topics for impactful, relevant content and use different digital channels to promote it effectively.

Direct to customer or D2C is a strategy commonly used by consumer packaged goods businesses and manufacturers. Brands looking to cut out the middlemen and market directly to customers use this marketing approach. As they only sell via their website, the key to attracting customers is offering an engaging shopping experience. Here, features that marketers should focus on include easy navigation, aesthetically pleasing design, and high-impact content.

One of the key differences between B2B and B2C websites is the number of offerings they feature. B2B sites typically showcase a large number of products to tempt customers into buying something. B2C websites, on the other hand, feature fewer offerings at the very top of the page. This makes it simpler for B2B customers who expect a fast and easy shopping experience. The fact that there are fewer offerings also allows marketers to personalize their homepage and focus on each prospect’s unique requirements. This helps reduce the buying cycle for B2B buyers.

There are plenty of good ways to market a B2B website, common strategies being native, paid search, and pay-per-click advertising, conversion rate optimization, content marketing, and SEO. Content marketing, in particular, is an effective strategy focused on creating assets such as videos, eBooks, infographics, blog posts, etc. Your content should show potential customers how you can solve their most pressing problems. You may also want to highlight the unique features and applications of your product and what makes it special. Depending on your industry and audience, effective content formats could be application examples, case studies, interviews, surveys, research results, and whitepapers.

Even if you have SEO-optimized, engaging content, slow website speeds could affect user satisfaction and visitor retention. Whether your goal is to optimize engagement, get more leads, or reduce customer service calls, download speed is the key to online success.

To build a well-performing B2B website, it is important to choose the right hosting, minify JavaScript and HTML, and use a Content Delivery Network. Elements that slow your website include unoptimized images, flash content, messy code, and ads.