Before you begin to think about your website’s design, it’s imperative to do some research to ensure you stay true to your buyer personas and map your content to their buyer's journey. Focus on meeting their needs and solving their pain points.
Be able to articulate your goals for the redesign at the beginning of the process, and figure out how you’ll measure your success in the planning stages.
Often the objective of B2B website design is to attract more physician database visitors, improve the bounce rate or convert visitors into leads. Aligning the wants and needs of your business with the wants and needs of your customer is a great way to ensure your website is accomplishing this goal.
At New Breed, one question we always ask clients to help them determine their goals is “What do you wish your site did better?” Your strategy should reflect the answer to that question.
2. Know what your customers want.
Every customer is different, but seventy-six percent of them say the most important factor in a website's design is ease of use and the ability to find the information they need.
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Before you enter your website redesign, make sure you have well-developed buyer personas and have a good understanding of their goals and pain points to inform your strategy and planning. Knowing what your customers want and how to speak to them will help you develop an effective content outline around which you’ll structure the rest of your website.
3. Know what businesses want.
While every business has unique wants, they all seek more sales, higher conversion rates, higher quality leads and brand loyalty.
And how does your B2B website design meet all these needs? With an easy-to-navigate structure, advanced functionality, dynamic content and content offers in alignment with your buyer personas.
4. Focus on the user experience.
After you establish who you are as a brand and who you want to attract, you need to think about exactly what you want visitors to do when they get to your page. Research from the Nielsen Norman Group has shown that a mere 58 percent of B2B websites had successful user experiences.
Do you want your visitors to check out your products? Would you prefer they visit your blog or download a premium content offer? Establish your goals and the anticipated conversion paths before you start designing your website.
Laying out a wireframe for a website is the best way to define a visitor’s flow. It also helps the designer build the pages. In some cases, it might even make sense to conduct user-experience research on your wireframes. Even though it’s tempting to skip the foundational aspects of a website and jump right into the design, we can assure you, wireframes are a critical initial step in creating an effective user experience.
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