The ideal business to business (B2B) website is clear, concise, easy to navigate through, and beautiful. While these design elements sound simple enough, execution is a completely different matter, which is why you have B2B website trends that come and go with every passing year. For web designers and developers in B2B organizations., the challenge is tracking these trends, paying attention to those that matter and ignoring those that don’t.
Listed below are 6 trends in B2B website design that made waves in 2018 and are likely to last well until the next few years.
Trend #1: Website Micro-Interactions
A micro-interaction is a short, mundane action accomplished on any device—it can be your smartphone, your coffee maker, or your dishwasher.
In the context of web design and user experience (UX), micro-interactions compel visitors to perform certain actions that slowly lead them to your ultimate objective—turning into a lead. Take a look at the page below from HubSpot, which offers several buttons leading to different destinations, allowing the user to decide what he or she needs.
Trend #2: Website Full Screen CTAs
The most creative and the catchiest words can still fall short of convincing visitors to fill out a form and give you their contact details.
By grabbing their attention with a call to action (CTA) that takes up in the entire screen (as seen in Asana’s example above), you can push your message and increase the likelihood of getting leads.
Trend #3: Mobile Optimization and Responsiveness
Ever since the first iPhone came out, launching the “smartphone race,” mobile optimization and responsiveness have become compulsory for website design, whether in the B2B or B2C space. According to the Pew Research Center, 77 percent of Americans own a smartphone, which they use to access the Internet among other things. Salesforce provides an example of how to get mobile design for B2B markets right (see below).
As people rely more on more on their smartphones and tablets for their Internet browsing, you can be sure that mobile-friendliness will be a fixture in the B2B website design.
Trend #4: Single Page Websites
The most important part of a B2B website is the landing page, regardless of whether you’re using it to promote a free e-book or directly sell to a product to a potential customer.
Single page websites like the one above from Marty present all the information your prospects need in one location, saving them from spending time browsing individual pages.
Trend #5: Infographics
Infographics can be closely compared to a comic book, although its main purpose is not to entertain but to provide knowledge. They present information in a quick and concise manner, set against a backdrop of entertaining graphics that compel the user to continue reading the graphic.
Trend #6: Sticky Menus
The rise of sticky menus can probably be attributed to the increasing prominence of mobile devices in people’s everyday lives. Business Insider points out that in, a single day, an average person manipulates his or her device around 2,000 times.
Sticky menus aim to emulate the bottom bar of a smartphone’s interface, where the Back, Home and App buttons are located. The design places menu shortcuts permanently on the bottom or side of the page, so they are easily accessed by the user.
Supersize Your B2B Website Today
If your B2B website needs help standing out from the competition, e-MaxCommerce offers what you need, whether your organization has one or more than a hundred locations. Call e-MaxCommerce at 502-251-3510 to talk to our team.
About the Author:
Mike Russell has been in e-Commerce since 1997 working as a consultant through his companies for many top retailers and Fortune 500 companies. GE, Caterpillar, Assurant, Justin Boots are just a few of the many companies he’s worked within both B2B and B2C. His background is in the retail industry working for several of the nation’s largest clothing manufacturers helping them sell to top department stores like Macy’s, Nordstrom’s and many others.
Mike believes it is important to carry a retailer or e-commerce’s customer-first mentality into their e-Commerce site and services supporting it. e-MaxCommerce is a digital agency focused 100% on e-Commerce. He serves as one of the managing partners for the company.