All B2B organizations should understand the importance of turning leads into conversions. Without conversions, sales cannot be made and digital marketing efforts can be considered a waste. While it is possible to nurture leads through SEO and tactics such as content marketing and social media, it’s also vital to use an optimized landing page with responsive Web design. Here are the five elements all effective B2B websites should use to optimize Web design and turn leads into conversions:
1. Effective visuals
It’s essential for businesses to focus on what website visitors will see. In particular, there should be two different layouts for mobile websites and desktop pages. It is important to the consumer that visuals are clear and easy to read while staying on message. According to Insightera, it is essential for Web pages to incorporate logos, brand offering and strong images to appeal to an audience (1). These visual can also include brief yet informative animations and videos that do not take large amounts of bandwidth.
2. Limited CTAs
Websites use different calls to action to attract leads to various products. However, too many CTAs on a page can be detrimental to a site’s Web design. For example, a website that features a product multiple times on one page may have multiple calls to action. This process is not advised. Instead, focus on the details in which a product or service can be used and provide only one or two CTAs per page. By limiting the amount of CTAs, a company can see higher conversions since the viewer will not be distracted. This tactic is also particularly useful when writing email marketing campaigns as well.
3. Clean and limited top bar navigation
According to Social Media B2B, top bar navigation distracts users from the true purpose of your page: having leads fill out your information forms (2). On any Web page, top bar functionality should be limited or it will distract a viewer from the company’s message and call to action. For example, pages that only include three items or less in a top navigation bar are considered more visually pleasing than a website with a fully-loaded top bar.
4. Flat graphics
It is no secret that matte-based graphics and bright colors are in style. These types of graphics are attractive and also come with an added bonus for your page – faster load times. According to Business 2 Community, users and leads want quick-response websites with fast loading times (3). Flat and matte graphics take less time to load than elements such as images, animations and 3D graphics. For the fastest response times available, consider quick-loading matte graphics.
5. Strong typography
Typography is used by many companies and graphic designers to enhance the user experience of a website. Stay on trend by using fonts that are not distracting to the eye, yet beautiful. Additionally, be sure to take note of which fonts are purposeful for your business. For example, curled and hand-written fonts won’t make sense for all types of different B2B organizations. Use these design elements to incorporate other types of content. According to Social Media Today, strong typography and graphics can be used on pop-up offers that will encourage users to fill out forms (4). These forms and strong design techniques will turn leads into conversions.
By combining your company’s personality with effective Web design, a Web page can help turn leads into conversions and increase profits.
(1). Optimize Your B2B Advertising with Targeted Landing Pages
(2). How to Optimize Your B2B Landing Page
(3). The Best Practices for an Amazing B2B Website Design
(4). 5 Lead-Generating B2B Website Trends