This article is focused on B2B website redesign and created to give business owners the ultimate step-by-step guide for navigating through the twist and turns of B2B website design best practices for experience and conversion optimization.
38% of visitors will stop engaging with a website if the content or layout is unattractive. (Blue Corona)
This B2B website redesign guide gives to very actionable tips, a checklist and step-by-step guide, which are vital in order to make sure your next B2B website redesign turns your next website into your top sales person helping nurture leads through their own buyer’s journey, on their own terms by leveraging persona-driven content layered across the buyer’s journey.
64%of total visitors want to see a company’s contact information on its homepage. (SAG IPL)
Too often, businesses embark on a B2B website redesign without pausing to consider what they are trying to accomplish. B2B website redesigns are about more than updating to the latest, flashy graphics and features. It is a significant opportunity to ensure that your site is as effective as possible at drawing potential customers into and through your sales funnel.
50% of total e-commerce revenue comes from mobile platforms. (infront webworks)
However, too often, the projects aren’t thoroughly thought through leading to a redesigned website that has less of an impact on business success. Some redesigned sites are so poorly planned that businesses wish they could go back to what they had before. Don’t let that happen to you. Use this B2B website redesign guide to ensure your next redesign helps your business grow.
Step 1: Review Your Current Stats
If you are seeking to improve your website’s performance, you need to start with understanding how your current site performs.
Increasing your website loading speed can prevent the loss of 7 percent of possible conversions. (infront webworks)
Do a complete review of all of your metrics, including visits, unique visitors, bounce rate, SEO rankings, leads generated, and sales.
Step 2: Set Goals
Once you know how your site is performing now, you can begin to set some benchmarks to measure the improvements you hope to see with the new site. This is the core of your B2B website redesign strategy. Without goals, it is impossible to create an effective plan to reach them. Look over your current stats and look for areas in which you wish to focus your strategic efforts.
Step 3: Content Inventory
Unless you are a brand-new business, your current website is overflowing with content. Some of it may still be relevant and essential, and some may be outdated or no longer needed.
82 percent of consumers feel more positive about a company after reading custom content. (BP Studios)
Instead of just copying all of your current content into your new site, take time to evaluate and populate your new site with only what you need, and create new content where needed.
Step 4: Assess Your Competition
Before you begin your B2B website redesign, take the time to check out your competition. This is not an invitation to simply copy their designs but learn about what they do well and what can be improved upon.
Step 5: Consider Your Calls to Action
A call to action (CTA) or multiple calls to action should be a central part of your B2B website. When interviewing web design agencies, be clear about what you are going to be asking site visitors to do so that you can design the site around that.
Step 6: Develop Site Architecture & Navigation
A well thought out site architecture is critical to a B2B website. The architecture is the backbone of the site. The is where your B2B website redesign strategy integrates with your broader inbound marketing strategy. The website navigation represents your architecture to the visitor and should be easy to use and designed around your sales funnel and calls to action. After all, the overarching goal is to have your website become your top sales person.
Step 7: Test and Adjust
Don’t forget one of the essential steps on the checklist: testing, then testing again. Remember, a lot of companies redesign based on the personal visual tastes of it’s executive team, not based on user feedback and historical data. Even the best, most professional site designed by a B2B web design agency needs to go through a testing process to ensure that everything works as expected and the user experience is as smooth as possible. Adjust as necessary before launching your newly redesigned B2B website.