a sample web design mockup

When it comes to sales tools, you can’t do much better than a website working for you 24 hours a day seven days a week, even when you are sleeping. It’s a fantastic marketing tool for gaining brand recognition, generating leads, building your customer base and gaining credibility within your industry. This is why it is imperative that your website provides value to both new and existing clients.

If you want to get the best return on investment (ROI) you can get from your business to business website (B2B) it is critical that you take the needs and desires of your clients into consideration. Without attention to your customers needs you are very unlikely to earn their trust or respect, and if your competition’s website caters to your clients needs better than you do you may find yourself losing out to them.

You may be wondering how you can best provide to your clients when it comes to web design. While this differs from industry to industry, there are certain aspects of web design that are commonly considered to be of value regardless of your target audience. The five things our Phoenix web design agency recommends are as follows:

1. Value of Service and/or Products

While it is important to spell out what you are offering your customers clearly, it is equally important that you not just list the products or services but address the problem your service or products provide a solution to. Customers come to your website because they have a need and they want to know why they should choose your product or service over those offered by someone else. Will your product or service save them time, money or both? By buying a service or product from you, can they streamline their processes? Address their need and explain how your product and service can help them.

Once the value of your product or service has been determined, you should make sure that it is clearly stated on your B2B website where potential clients seeking your product or service can easily see that you have the solution to their problem. Make a very short statement of around 4 to 5 words that tell potential clients why what you have to offer is better than your competitors.

2. Trust and Credibility Elements

trust written in the sand

Before a prospect commits to becoming a client they need to feel that they can trust you and your company. Credibility is of vital importance in this highly competitive online world you are selling in. Your website is the ideal place to build trust with a potential client and get them to commit to purchasing from you.

Give thought to the things that would instil confidence in potential clients. Things such as industry awards, magazine and newspaper articles, certifications and customer testimonials can all help to provide a prospective client with trust in your product or service. It is important to choose carefully which trust elements you want your potential clients to know about. Select only those that you feel your potential clients will find most appealing and likely to convince them of your company’s credibility. Look at your awards, certifications and other elements of credibility and assess them from the client’s point of view. While you may be particularly proud of an individual award that your company received that same award may not have the same effect on your potential client.

3. Products and/or Services Examples

Previously it was mentioned that your B2B website should clearly state what products or services it offers, but it shouldn’t end with just a list. Providing examples of your products could be as simple as some quality images that show the product from all angles. Better still, videos can show potential clients the product in action. Pictures and videos are both great selling tools and should be used wherever possible.

Images and videos can also be used on your B2B website to demonstrate a service you offer if your service lends itself well to this style of providing information. Another way to let your potential client know about your service is to provide case studies that are likely to convince them that your service can do the same or better for them. Consider several different scenarios and demonstrate in the case study how your service was instrumental in providing a solution to a client’s problem.

The internet has made it easier for people to investigate and undertake research into products and services without having to speak to a salesperson. Make sure that your website’s product and/or service examples provide enough of the right information, so the client’s next move is to take it one step further and contact your company.

4. Contact Information

business telephone on a desk

While this may seem a no-brainer, it is something that some B2B websites fail to do properly. Once your potential client has made the decision to communicate with you, they should be able to find your contact information very easily. Don’t make them search your website for it. Your logo and at the very least your phone number should be prominently displayed, with the header being one place to show your contact information. Wherever you decide to put your contact information make sure that it is “sticky” so that no matter what page your potential client is viewing when they make the decision to communicate with you the information is immediately accessible.

It’s all well and good to make your B2B website as attractive as possible but if potential clients find it cumbersome to navigate it not only will be discouraging to them but may be interpreted as a representation of how you conduct business. If your website is not entirely functional and easy to navigate, as well as being professional in every way your potential client may think that your company is incapable of conducting business in a way that they would like you to.

5. Why Your Company is the Right Choice

Once a potential client has found the information they were seeking on your website and are ready to make a decision the last point they are likely to consider is why they should choose you to provide the product or service over one of your competitors. Your website is the ideal place to advise potential clients of how your product or service is better than that offered by your competitors.

Some design elements will reflect how unique your company is in comparison to others. These may include such elements as the history of your business, your blog content, images used on your site and videos. All of these elements, combined with others, should project a strong image of credibility and professionalism that makes your company the right choice.