How to Create a B2B Website That Converts

B2B websites are in a unique position when it comes to earning new customers online.

You have the power to reach out to tons of new leads from the comfort of your office, and you never have to make a single cold call.

But converting customers online requires a lot more than just a website.

You have to make your site simple, intuitive, and convincing all at the same time.

But with that kind of criteria, how do you start making a B2B site that converts new customers?

1. Responsive design

Responsive design is the best place to start when you want to make a B2B website that brings you new customers.

Responsive websites are built from the ground up to work the same way on every sized computer and mobile device. So no matter how someone accesses your company’s site, they all get the same great experience.

For pre-existing sites, skilled developers go into a site’s current code and edit it to make a site compatible on different screen sizes. This isn’t always easy — in fact, it’s harder than creating a responsive site from the ground up — but the results are always worth the effort.

In addition to being user-friendly, responsive sites also perform better in search engine results pages. That means you can show up in Google for relevant searches, outrank your competition, and drive qualified traffic to your site.

And while you won’t get all of that traffic to turn into new customers, you’ll get some — and any new customer is a benefit to your business.

2. White space

White space — also called “negative space” or “blank space” — is a big part of creating conversion-oriented websites.

In general, designers use white space to create a more open and breathable feel to a website. That allows readers to read easily and find what they want. Plus, you won’t overwhelm them with large chunks of text.

White space is also great for accenting large images and drawing attention to key points on a page, including your call to action (which we’ll cover later).

And just because it’s called “white space” doesn’t mean it has to be white — you can use whatever background color you want to set the tone and feel of your business’s website.

As a nice secondary bonus, white space also makes your site appear more modern and streamlined. White space is a major trend in web design, and it never hurts to show that you’re up-to-date on current standards.

And last, white space makes it easier for users to scroll through your site using their fingers. This is critical for mobile devices, and since your site is already responsive, you can be sure you’ll have mobile users.

3. Images

On the Internet, graphics say more than words. That’s why it’s so important to use high-quality images on your site.

Displaying relevant images on your pages gives readers the chance to learn more about your company, its products, and other information without typing a word.

That’s important because if you want to attract customers with “how to” articles, blog posts, or other forms of text-based content, images will help drive your point home.

Plus, the human brain processes images much more quickly than text, to the point where you can almost instantly understand what a graphic shows you. But with text, you have to read it and process it to understand it.

That makes images a valuable part of the conversion process since they show information in a snap.

So if you want more customers, show your products in action. Or show before and after effects of your services. Give your company a face by posting headshots and names of your client-facing employees, technicians, or associates.

By using those strategies, you encourage people to become customers by showing them what they get when they buy from you. You also earn their trust by showing them the employees that are personally responsible for their success as customers.

And all of that comes from using simple images on your website.

4. Calls to action

The key element to customer conversions online is using a call to action at the end of a page.

Calls to action are brief, concise sentences that tell someone what they should do after they’re done with your content.

In most cases, that means encouraging people to contact you to become leads or customers.

With certain content like blog posts, that could also mean leaving a comment or sharing your post on social media.

Regardless, a clear call to action helps promote your company while encouraging a visitor to stay on your site.

After all, every page someone reads gets them one step closer to becoming your customers, so you should engage them for as long as possible.

For the best results, you should use calls to action at the very end of your pages, just above the footer. You should also include a link for someone to contact you online, along with your name, address, and phone number below.

The most successful calls to action are ones that look like buttons.

Buttons are great for converting new leads and customers because they’re fun to press and they stand out to readers.

This is especially true if you make your buttons a completely different color from the rest of your site. That helps your call to action stand out more, and it draws more attention than a simple text link.

In other words, using a button combines the attention-grabbing qualities of an image with the clarity of text. The results are more conversions, more leads, and more customers.

Find the best B2B designer for your website today

If you’re busy running a B2B company, you may not have time to optimize your website for customer conversions. And that’s okay — that’s why we created a list of the best web design agencies in the world. With our rankings, you can find a web design firm that’ll deliver high-quality results for every dollar you spend.

Check out our rankings of the best web design agencies today!