B2B Web Design: Tips for Lead Generation



B2B web designs can be beautiful and enjoyable, but they also need to be functional. While award-winning websites explore new trends and take us on an artistic journey, websites that generate leads maintain or increase revenue.

In this short article, we are going to share 5 B2B website design tips for lead generation.

Create a clear flow in your design

Cluttered or cluttered website designs are distracting and ultimately unappealing. If you’re looking to maximize lead generation on your B2B website, make sure your design has a clear flow that the user can easily navigate. Your website should be organized and display only the essential information a visitor needs when they come to your website. Removing anything that is superfluous will improve the flow.

Use design to guide the prospect

Think about your local grocery store and big box stores. Almost all of them provide clear signs to help you move around the store and get to what you need quickly. B2B web design that paves the way for lead generation helps guide the website visitor to what they need. This can include multiple paths or sections of the website. Professional and experienced web designers understand this and incorporate clear elements into the design to help the user on the road to conversion, whether it’s signing up for a newsletter, downloading a resource, or fill out a contact form.

Allow options for user

Not all website visitors are the same. Providing options to the user when designing your website ensures that each person can move around the site in their preferred method. For example, some website visitors might want to know more about your business, certifications, or past clients before engaging with you. Others may just need to see the types of products or services you offer to get in touch. Still, others may want to spend time browsing your thought leadership content to see what types of strategies you recommend or who they will work with in your business. A solid web design allows the user multiple options to move along the path of conversion.

Make it easier to find objects

We will be clear in this section. Don’t bury important information, block everything, or make essential information hard to find. Also, be sure to do UX testing to make sure your web design works the way you want it to. For example, make sure all buttons are clickable, links aren’t broken, and important information or content isn’t obstructed by other web design elements. UX testing doesn’t need to be in-depth to be effective, but navigating your B2B website the way you expect users can often reveal small bugs or issues that make it difficult for the website visitor (and therefore an obstacle to conversions).

Include relevant images or illustrations

You want website visitors to say “Hey, this is my business” or “This is what I need” when they visit your website. A solid web design always included relevant images and / or illustrations. For example, if you are talking to solar companies, use pictures of solar farms or solar products. If you are talking to professionals working in an office, use similar images. If you talk to C suite professionals, make sure your images resonate with this type of website visitor.

B2B website design for lead conversion

While the 5 tips above are meant to help you get started thinking about optimizing website conversions, working with a B2B web design agency that pursues the same goals is essential. Before starting a project with a new web agency, be sure to ask questions about lead generation or make it clear that this is a primary goal for your business.


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