What Is B2B Web Design?

Here we share some best practices and common mistakes to avoid when it comes to B2B web design, and choosing a creative digital agency like Digital Silk.

If your company offers professional services or products to other companies, it falls into the business-to-business (B2B) category.

Your website is vital for your online business-to-business (B2B) marketing, and it’s at the base of your company’s success. That’s why it’s so essential to invest effort in B2B web design.

Effective B2B web design will bring traffic to your website, engage visitors with informative content that will keep them on your site longer, and ultimately, convert visitors to leads and leads to sales.  

What Is B2B Web Design and Why Is It Important?

B2B (business-to-business) web design is the process of designing a website for a B2B company. A B2B website offers company services or products to other businesses online. Simply put, a B2B website is made specifically with your enterprise clients or potential client base in mind.  

The whole idea of a B2B website is to convert potential business clients, and that’s why B2B web design is different from a design for B2C (business-to-consumer) websites.  

By hiring a creative digital agency like Digital Silk, you can secure an effective website for your business and boost your online presence. Learn more at https://www.digitalsilk.com/.

B2B Web Design: Best Practices 

According to HubSpot statistics, 50% of consumers have confirmed that website design is crucial to a business’s overall brand. However, web design is not just about visuals—there are other B2B web design goals your site should aim for to stand out from the competition. 

When potential business partners open your website, they should be impressed. An eye-catching design will leave a strong impression on them, and they will take note and remember your company. 

We made a list of the best B2B web design practices that will help you build a successful B2B website. Let’s check them out.  

  •  Easy Navigation 

Easy website navigation is important because a well-structured and user-friendly website gives a professional impression. It also helps users find what they’re looking for quickly and hassle-free. Users are more likely to have a favorable opinion of the website and the company if they don’t run into any difficulties while looking for information.

Effective navigation also enables search engines to crawl and index websites more efficiently. This makes it easier for consumers to find your website using search queries, as well as boosts your ranking in search results.

  • Great SEO

B2B websites should pay special attention to optimizing their design and content for search engines because good SEO (search engine optimization) is key to success in digital marketing. Digital marketing is essential for a business to get its products and services in front of potential customers.

SEO should be consistently revisited, tweaked, and updated to increase the chances of a business website appearing at the top of search engine results. 

  • Industry-Related Content  

B2B best practices include posting industry-related articles on trending topics. Informative content can increase website visits and SEO ranking.  

The key to effective blogging for B2B organizations is to look for metrics that will help you understand what prospects are doing and what they are reading, so you can nurture them along their journey.      

  • Unique Calls to Action (CTAs)

A call to action on the website is a short instruction to the visitors used to encourage them to take some kind of action. This can be simple phrases such as “call us now,” “find out more,” “subscribe to our newsletter,” etc. 

Including a CTA on your website can boost conversions and leads, but there is a catch here.  Prospects are often short on time, so they won’t click on the CTA button if the value it offers isn’t apparent.  

For example, “Download tutorial for free” has “free” as its value. It says that something is free, and potential buyers will surely be attracted.

  • Responsive Design 

Responsive UX and UI design aims to make your website look good and work flawlessly on all devices.   UX (User Experience) design refers to everything that affects a user’s interaction with your website, while UI (User Interface) design is responsible for a website’s appearance, interactivity, usability, behavior, and overall feel.

In our fast-paced world, an easy-to-use B2B website that allows visitors to complete an action efficiently can make all the difference between converting a client or not.  

In the B2B space, most visitors (business buyers) will be accessing your website on a computer rather than a mobile device. Office workers are usually at their desks when they’re making a purchasing decision. They also share useful content with their colleagues via email or Slack, and those links are almost always opened via a desktop computer.

Still, mobile devices generate more than half of the total website traffic, so it’s essential that your website be highly mobile-responsive too. 

In terms of SEO, Google penalizes websites that aren’t mobile-friendly.

  • Effective Home Page

The home page directly informs your visitors what services or products you offer, to whom, why they should buy them, and how. The content on this page should be clear and concise and should provide the following:

    • Intuitive site navigation
    • The industries your company serves
    • What your company sells
    • The benefits of your products or services
    • Testimonials and data points
    • A clear call to action
  • Representative “About Us” Page

Visitors go to the “About Us” page to find out why they should purchase your products or services. This page is an opportunity to tell your company’s story and what makes it unique. Additionally, you can talk about your team and what’s happening “behind the scenes.”.

It is also a good place for acknowledging your compliance with the required certifications, licenses, and awards that will confirm your professional level in the industry.

  • Simple “Contact Us” Page 

This page should be simple and short, providing your company’s email, phone, contact address, and a clear form to fill out.

Below the form, explain to visitors what to expect when filling out the form, and link to your privacy policy. The whole page should be consistent with the rest of your website’s design.  

  • Lead Generation Form 

One of the most crucial elements of your B2B website design is a lead generation form. In order to convert, this form must be short and only ask for the basic information you require. Optimal places for the lead generation form on the B2B website are:

    • Button or form on the home page
    • Blog sidebar
    • Link inside sales page content
    • Site-wide header
  •  Accessibility 

Accessibility is not only about following technical requirements. The focus is on your users too. Modern B2B websites should follow WCAG 2.2 or WCAG 3 recommendations. These guidelines state that the content of your website should be accessible to everyone, regardless of who they are or what device they are using.

For example, there are several kinds of assistive technology tools that can help people with disabilities navigate websites and interact with content. They include screen readers, alternative keyboards, eye-tracking tools, etc.  

  •  Product/Services Page

For B2B business, product or service pages are usually the second or third most visited pages. This is why it’s critical for your B2B website to include an engaging product/service page. 

This page should include concise and informative content with illustrations, photography, or videos to support it. Valuable content will motivate users to take action, like filing out a form or giving you a call.

The best B2B websites create a custom page design for their product/service pages. Using a custom design, a designer can create an effective display tailored to your products or services.

Common Mistakes in B2B Web Design   

Designing a B2B website is a challenging process with a lot of different factors to take into account. In fact, many companies struggle to create effective B2B websites and make mistakes during this process.  

Here’s a list of common mistakes people make when designing a B2B website: 

  • Their website’s design is too similar to that of their competitors

There’s a delicate line between maintaining the industry norms and simply copying your competitors when it comes to B2B websites.

Although your brand should be different enough from your competitors,  you should also take into account the standards of design within your industry. 

On the other hand, your website can’t be so unique that buyers can’t understand it or make sense of your brand.

Examining your competitors’ websites can provide insight into which design and trend elements are consistent across their websites. However, you shouldn’t copy them.

Figure out what your prospects expect, and incorporate those elements into your design in a unique way.

  • They don’t include interactive design elements 

Here’s the truth: meaningful animated content adds value to your site. That can be video, GIFs, scrolling and non-scrolling animation, and so on. 

Every page of your website should contain an interactive element, however small, to encourage the visitor to engage with the site. Interactive elements will increase engagement with your content and can be used to lead your prospects down the sales funnel. So, don’t leave them out.

  • Their website content is inconsistent 

Inconsistency between website pages can confuse your visitors. They can be reflected in visual elements, the tone of the voice, messaging, and other elements that aren’t aligned throughout your website. 

A visitor can form an opinion about your website in only a few seconds and make a snap decision about it. If they become frustrated because they keep tripping up over inconsistencies, they’ll leave and likely never come back.

  • Their website is not buyer-centric

Ultimately, your website shouldn’t be about you or your products or services–it’s about your buyers. This should be consistently reflected throughout your website.

The main goal of your B2B website is to help your buyers solve their problems and challenges and show them exactly how your company can do that. By using personalized, clear messages, you can offer helpful, useful, and friendly advice to help them accomplish what they need.

Forgetting your buyers’ needs can have a huge effect on the performance of your website, and if your buyers can’t find what they’re looking for, they will move on to your competitors’ websites.


In this article, we’ve covered the best practices and mistakes when it comes to B2B web design. 

If you followed it carefully, the conclusion is obvious: When it comes to building a successful B2B site website, it’s all about giving buyers an easy entry point, communicating your solutions in a language they understand, and making it simple for them to do what they want to do. So, you can’t go wrong by keeping it simple and putting the customer first. That is the point of a great B2B web design.  


By hiring a creative digital agency like Digital Silk, you can secure an effective website for your business and boost your online presence. Learn more at https://www.digitalsilk.com/.


Want to learn more about the B2B market? Contact Kompass experts with any questions.


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