Designing a website for a business-to-business (B2B) context demands a thoughtful strategy. Unlike impulsive B2C buyers, B2B customers conduct thorough research before committing to a purchase, often involving multiple decision-makers in the process. Consider Gartner’s illustration of the B2B buying journey for a moment:

The takeaway? Your website must be strategically crafted to satisfy their specific requirements and careful evaluations. Thankfully, adhering to essential B2B website design principles can help you achieve this. This article will outline 10 of these best practices, supplemented by impressive B2B website design examples to ignite your creativity.

Designing Your B2B Website: 10 Tips and Examples for Inspiration

A successful B2B website isn’t about flashy features but about solid foundations infused with your distinct brand personality. Let’s examine these exceptional B2B website designs and uncover the reasons behind their effectiveness.

1. Miro: Crystal Clear Call to Action

Your website’s conversion rates heavily rely on the effectiveness of your calls to action (CTAs). A prominent and unambiguous CTA on your homepage is a crucial B2B web design best practice. Miro exemplifies a B2B website with a well-defined CTA.

A purple button positioned above the fold and within the website header, surrounded by ample white space, makes it prominent, enhanced by the clear and concise message “Sign up free.” Key Takeaway: When crafting CTAs for your website, prioritize conciseness without sacrificing clarity. For optimal outcomes, A/B test your call to action wording, button colors, and placement.

2. Stryve: Strategic and Unified Brand Identity

Your brand is the narrative and personality you project to the world, setting your business apart. Consistently applying this brand style across all platforms, especially your B2B website, strengthens your message and enhances brand awareness, recognition, and recall. Consider Stryve’s B2B website, which showcases its vibrant personality through a striking website color palette on its homepage, complemented by a custom font that exudes professionalism while conveying approachability.

This distinctive style extends throughout the site, as seen on its careers page:

This consistent brand consistency ensures a seamless experience. As visitors navigate the website, the consistent aesthetic reinforces their presence on the Stryve site. Key Takeaway: Maintain brand consistency across all pages of your website, encompassing not only colors but also font choices and language. More on this later.

3. DoneDone: The Power of Visuals

An effective B2B website design transcends words; it leverages visuals and illustrations to convey your business’s essence. These visual aids provide users with a glimpse into the product’s functionality, reinforce the written content, and enhance the overall engagement of the pages. DoneDone’s B2B website design exemplifies this principle. Its homepage features a compelling blend of visuals and illustrations, including a video at the top that succinctly presents its value proposition.

Scrolling down reveals another video demonstrating product features. Further down, screenshots showcase additional features and advantages. Key Takeaway: Don’t just tell your audience about your business; show them through visuals like screenshots, illustrations, videos, GIFs, and other forms of animation.

4. IBM: Embracing Responsive Design

Between 2017 and 2022, mobile phone traffic surged from 39% to 59% of all web traffic. Moreover, Google has shifted to mobile-first indexing. Consequently, B2B websites, and all websites for that matter, must prioritize responsiveness to enhance search engine rankings, attract more visitors, and provide an exceptional user experience. Below are two images illustrating IBM’s responsive web design, showcasing its adaptability to both desktop and mobile phone screens. The content remains consistent, but its presentation is optimized for each device.

Key Takeaway: Mobile-friendliness is no longer sufficient; your B2B marketing strategy necessitates a fully responsive website. Here’s how to achieve responsive web design:

• Establish appropriate responsive breakpoints
• Begin with a fluid grid
• Optimize for touchscreens
• Define typography
• Utilize a predesigned layout

5. Best Buy: Effortless Navigation

The more easily visitors can locate the information they seek on your website, the longer they’ll stay engaged and the higher the likelihood of conversion. Your web pages should have a logical arrangement, clear links, and informative labels, enabling visitors to reach their desired destination within a few clicks from the homepage. This practice also benefits your SEO. This is particularly crucial for B2B ecommerce platforms. Best Buy’s website, for instance, employs a visual hierarchy through text and design elements to prioritize and organize information. Essential copy and images are given prominence through larger sizes.

Key Takeaway: Structure your website with an organized architecture, prioritizing information clarity for users. Employ clear categories and avoid excessively long drop-down menus.

6. VineBox: Simplicity Through Minimalism

When constructing a website, it’s tempting to bombard visitors with an overwhelming amount of information. Resist this urge. A minimalist design, where you present only essential information upfront, is often the recommended approach for B2B websites. This approach provides users with a filtered view, offering a clear understanding of your offerings without unnecessary complexity. Additionally, a minimalist design with fewer elements translates to faster loading times, enhanced engagement, and improved basic SEO. VineBox exemplifies minimalist B2B website design, featuring concise copy and a prominent “Shop now” button.

Key Takeaway: Avoid overwhelming visitors with excessive information on your homepage. Embrace minimalist design principles: utilize white space generously, ensure every element serves a purpose, and limit your color palette to no more than three colors.

7. Voluum: Articulating Your Value Proposition

As a B2B company, you must clearly communicate your value proposition using straightforward language. Your web copy should be customer-centric and carefully curated. Consider this B2B website example from Voluum:

Ad tracking software can be intricate, but a quick scroll through its homepage reveals a clear message: it’s a comprehensive ad tracking solution for all campaigns, not just Facebook and Google. Key Takeaway: After scrolling through your homepage, visitors should understand not only what your business offers but also what distinguishes it from competitors providing similar products or services.

8. Hunch: Embedding Testimonials in Your Content

Testimonials serve as social proof, demonstrating to potential customers that you have satisfied businesses similar to theirs, ultimately building credibility. Hunch’s’s B2B website design effectively integrates testimonials into the presentation of each feature on its homepage. Notably, each testimonial is authenticated with a name, photo, company name, and job title.

Observe that these testimonials are from individuals in high-level positions—CEOs, Global Managers, Performance Specialists, and more. This strategic choice reflects Hunch’s target audience. Key Takeaway: If you have satisfied customers, leverage their testimonials to enhance your B2B web design. Use authentic quotes and customer details to maintain credibility.

9. Intellum: The Importance of a Case Studies Page

Case studies are indispensable for B2B website design. These in-depth accounts of how you’ve assisted businesses and the results you’ve achieved demonstrate your competence and reliability. Intellum’s’s dedicated case studies page serves as a prime example. Each case study has a specific title, like “How G4S Doubled Their Completion Rate” and “How DISCO Reached 10,000+ Course Completions in One Month.”

Key Takeaway: Case studies are powerful tools for social proof and addressing potential customer objections; don’t neglect them in your B2B website design. Consider these tips for creating compelling case studies:

• Narrate your collaboration from start to finish.
• Present your case study in an easily digestible format.
• Quantify the results you achieved for the client.
• Outline the strategies you employed.

10. Brandtailers: Prioritizing Website Accessibility

When designing a B2B website, remember that your audience will have diverse abilities. To make your website accessible, ensure:

• Web pages are compatible with screen readers.
• Images, tables, and illustrations have alt text.
• Automatic scripting is enabled.
• Forms can be used without a mouse.
• The color scheme is inclusive.
• Keyboard-friendly browsing is enabled. However, catering to specific preferences within a single design can be challenging. The Brandtailers website utilizes a tool called accessiBe, allowing users to activate modes tailored to various needs, including those who are blind, experience seizures, have ADHD, or have cognitive disabilities.

Key Takeaway: Empower your website visitors to customize their experience with an accessibility tool. This enables individuals with impairments or specific requirements to select a suitable mode, making the website more user-friendly. As you can imagine, this is particularly crucial for healthcare websites.

Evaluating Your B2B Website Design

Building a high-quality B2B website is an attainable but intricate endeavor. A deep understanding of your business and target audience is paramount for clear communication and effectively addressing their needs. Enhance your B2B website design and deliver a superior user experience by following these tips:

1. Clear CTAs
2. Responsive design
3. Consistent branding
4. Easy navigation
5. Minimalist design
6. Visuals
7. Benefit-focused language
8. Testimonials
9. Case studies
10. Accessibility