Companies with a business-to-business model need to have a very professional and polished website. A B2B web design must meet the expectations of visitors and set your business apart from your competitors. However, there is a definite shift away from ostentatious and overdone designs. Today, the focus is function and usability. Nonetheless, there are several B2B web design mistakes to avoid.
B2B web design must focus on providing value to the user. Moreover, elements that are confusing or frustrating will drive people away. With these factors in mind, here are three B2B web design mistakes to avoid.
- Difficult Navigation – As a simple rule of thumb, a visitor should find what they are looking for in less than 4 clicks. However, certain pages should also be obvious and just one click away. These include contact pages, services, and top-level content pages, such as cornerstone pages, blogs, white pages, and case studies. Easy navigation is a must.
- Poor Readability – Your website copy is very important. Nonetheless, don’t allow design elements make it difficult to read. Over-stylized fonts, that are either too small or too thin, can make reading difficult or uncomfortable. Choosing the wrong colors can make the content illegible. Additionally, poor spacing can make things cramped and cluttered.
- Stock Photos – The reasons stock photos became popular in B2B web design is they are fast, easy, and inexpensive. However, internet users have become very savvy, and your visitors know they represent neither you nor your business. Stock photos have become so common and mundane that they make your website look cheap and generic.
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