Greg Walthour

CO-CEO, Intero Digital

Greg Walthour, CO-CEO of Intero Digital, is a pioneer to the digital marketing space. He began his career as a commercial real estate broker and in 1996 took on the challenge of getting this website to rank higher in search engines. Greg has over 20 years of experience in digital marketing and enjoys camping, ATVing, traveling, and coaching football. Greg also has a passion for photography.

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two digital marketers looking at a web design on a Macbook and iPhone.

How to Increase B2B Success With an Effective Website

How to Increase B2B Success With an Effective Website

Greg Walthour, CO-CEO • Intero Digital • May 3, 2023

two digital marketers looking at a web design on a Macbook and iPhone.

As a marketer, you likely know by now that your website is crucial to the growth and success of your business. That’s why conducting an audit of your B2B website design is an important step to ensure you’re effectively reaching potential customers, gathering leads, and driving sales. After all, the amount of time you have to hook someone on your website is small, and a website that is hard to navigate will certainly turn people away. 

Fortunately, there are several factors you can consider to identify strengths and areas for improvement. For example, positive user experience, quick load time, mobile optimization, and accessibility are all necessary components of a successful B2B website. Having these components ensure that your website is designed to drive traffic, generate leads, and ultimately grow your business.

Yet when it comes to building a B2B website, there are numerous pitfalls that can hinder your success. Here are six common website design mistakes to avoid:

1. Poor user experience (UX) design

If your website is hard to navigate or has a poor UX design, your visitors will leave before even engaging with your content. Invest in interactive website design to improve user experience and engagement.

2. Lack of communication

Your website needs to clearly state the value of your products or services. Avoid jargon or technical language that may not be easily understood by your target audience.

3. Outdated website design

A stale website can give the impression that your business is not up-to-date or innovative. Ensure that your website is modern and accurate. Quick tip: Check the copyright on your website; if your copyright date is still from a year or more ago, leads will likely infer your site is not regularly updated.

4. Poor mobile optimization

More than half of website traffic comes from mobile devices. If your website is not optimized for mobile, you’re missing out on potential leads and customers.

5. Ignoring customer feedback

It’s important to listen to your customers and make necessary changes to improve their experience. Incorporate customer feedback into your interactive website design and messaging.

6. Lack of calls-to-action (CTA) or too many CTAs

Your website needs to have clear CTAs that guide visitors toward taking a desired action. Too many CTAs, on the other hand, can be overwhelming and lead to indecision. For example, if you want a lead to contact you, the contact button should stand out the most on that page. You should also include two or more CTAs on the rest of the page that lead to other pages on your site in case the lead is not at the buying stage yet.

7. Not leveraging customer testimonials

Customer testimonials are a powerful tool to build trust and credibility. Include them prominently on your website.

8. Focusing on design over audience

Your website should be designed to appeal to your target audience. Understand your audience’s needs, pain points, and motivations and tailor your messaging and design accordingly. For example, if you have a very technical audience who values detailed information, a simple website design that focuses more on informational graphics and well-written content would perform best.

The best way to increase success with your B2B website is to look at it through the lens of the customer. You could ask people outside of your marketing team to navigate your website as if they were customers, though it’s better if you can find actual leads or people in your target market to do this. Then, it’s a matter of understanding trends and data. 

What pages are they clicking on? Did it take them more than two clicks to get to the information they were searching for? Are they completing your CTAs? Once you understand your audience’s journey and the pages they value the most, you can optimize your website so leads can smoothly and quickly get to where they want to go.

How to Build an Effective B2B Website

If you’re still unsure how to make your website more interactive and effective for B2B sales, the following steps are a great place to begin. Whether you want to provide product demos to your customers, keep your website up-to-date with deals and offers, or set up interactive features such as a chat room on your website, a well-designed website can help you get it done. Here’s how you can build an effective website that helps you close sales:

1. Perform an in-depth analysis of your website.

When performing analyses, look for ease of access, smooth navigation, and general website functionality such as load time and mobile optimization. You should also take time to make sure your website is marketed to your target audience and that the content is relevant. Consider each of the following areas to create an effective B2B website design:

  • Content: Quality, relevance, and effectiveness of the website’s text, images, and other content in delivering value to the target audience.
  • User experience (UX): Ease of navigation, user flow, and overall user engagement with the website.
  • Functionality: Technical aspects of the website, including load time, mobile optimization, and accessibility.
  • Search engine optimization (SEO): The website’s ranking in search engine results and its compliance with best practices for search engine optimization.
  • Design: Aesthetic appeal and consistency with the brand’s visual identity, as well as visual hierarchy and the use of white space.
  • Analytics: Measurement of key performance indicators (KPIs) such as traffic, conversions, and engagement.

2. Check in on the competition.

To create a successful B2B website, you must keep an eye on your competitors to stay ahead of the game. Checking in on your competitors can provide valuable insights into what works and what doesn’t in your industry, including trends in design, content, and marketing strategies. You can then use this information to improve your website and make it stand out in a crowded market. Additionally, monitoring your competitors can help you identify gaps in the market that your business can fill, giving you a competitive advantage.

3. Measure your website’s ability to drive leads.

Some aspects of a successful website are not quite as obvious. For example, you should also look at B2B website metrics such as target audience and marketing effectiveness. This can be accomplished through Google Analytics or marketing automation, and will in turn convert and nurture leads. 

Your tracking should allow you to see the number of leads coming in, qualification of leads, where leads are coming from (traffic source), demographics, and where they converted. Gathering this information can also help push your B2B website design in the right direction to ensure your site is converting effectively and designed with the customer in mind.

Get Started Creating a B2B Website That Converts Today

Having an effective B2B website is crucial for the growth and success of your business. Building a B2B website can be a daunting task, and there are common mistakes that can hinder your success. However, by avoiding these mistakes and focusing on the design aspects that matter, you can create a website that drives results and helps you grow your business.

To ensure you’re effectively reaching potential customers, gathering leads, and driving sales, conduct an audit of your B2B website design. Assess the user experience, technical aspects, and search engine optimization ranking to identify strengths and areas for improvement. You can also check in on the competition and measure your website’s ability to drive leads.

If you’re still unsure how to make your website more interactive, Intero Digital can help. Our team of experts provides effective content and search engine optimization analytics that are essential for creating an effective B2B website design. By investing in interactive website design, you can improve user experience and engagement, clearly showcase the value of your products or services, and ultimately grow your business.

Want more insights that are specific to your brand?

Greg Walthour

CO-CEO, Intero Digital

Greg Walthour, CO-CEO of Intero Digital, is a pioneer to the digital marketing space. He began his career as a commercial real estate broker and in 1996 took on the challenge of getting this website to rank higher in search engines. Greg has over 20 years of experience in digital marketing and enjoys camping, ATVing, traveling, and coaching football. Greg also has a passion for photography.

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