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An effective B2B website design brings the right traffic to your company's website and engages visitors with informative content that keeps them on your website for longer ultimately, converting visitors to high-quality leads and those leads into high-value sales. 

Research indicates that 75% of professional services buyers check out a firm's website to verify a company's credibility. Today, prospects hop from one website to another, looking for trustworthy brands. In fact, most people start their research online, whether they are searching for what their problem actually is or researching solutions to help solve their problem.

A B2B Website Service Page is More Than Just Another Page

Creating the perfect B2B website is anything but easy. An excellent website service page isn't just a page that shows your company logo and contact information online. At the very least, a good B2B website service page drives demand through clarity and trust, through content and design.

Here, we outline important elements of a good B2B service page that resonates with your target customers, leading to more organic search traffic that can convert into quality leads and, thus, grow your business. 

Important Elements of a Good B2B Service Page

1. Short, Descriptive, and Punchy Headline

If your website's service page is not getting a steady flow of traffic, it might be the lackluster headlines keeping visitors from taking a direct route to your site. If people can't easily understand what you are trying to say, they will certainly not take their precious time to figure it out. 

Generally, all your headlines must pass the standard "backyard barbecue test," also known as the 'WOM' (word-of-mouth marketing) test. For instance, imagine you meet someone for the first time at a cocktail party. 

They ask about your business. And you respond with the words at the top of your service page. Now, 

  • Will they clearly understand what your business is all about?
  • Or will they get confused?
  • Will you pass the test?

If your header is not descriptive, prospective customers may skim, scroll, scan or keep reading to learn what your business offers. Worse still, they may pass to a competitor's website that has a more descriptive and intriguing header.

Always remember that for each visit, potential clients will be wondering whether they are in the right place. Whether they stay and come back or pass to never look back depends on how good your headline is.

2. Customer-Focused Messaging

It's high time you stopped talking too much about yourself. Instead, focus on the concerns and pain points of the audience and demonstrate why your company is best suited to offer a lasting solution. 

Considering the example of the cocktail party above, you don't want to be stuck talking to the person who drones on about who they are and what they do. Yet that's what the wide majority of B2B websites are. This kind of self-centered approach is disengaging; at its best, it pushes potential clients away.

When potential customers visit your site, they are often looking for information related to their pain points and proof that your expertise has solved (or can solve) those problems. By creating valuable, customer-focused, and informative content, you can address both information and your company's expertise in one fell swoop.

Consider keeping your content in an organized "library" or "resources" section that is accessible from your homepage. Avoid including any promotional materials (such as sales presentations, brochures, company news, or sales sheets ) in this section. 

Also, ensure that your content is professional and clearly demonstrates your company's areas of relevant expertise. 

Finally, never let your library page stagnate. Strive to constantly update your library with new content to demonstrate continuous dedication to valuable information and industry engagement.

3. Friendly User Experience, UX

A good-looking website that provides a great deal of detailed information is only half of the equation. The other half is functionality and user-friendliness. 

Unlike entertainment websites, where visitors might be more willing to search for hard-to-find information, the website navigation architecture (information architecture) in a B2B website is not the place to get clever as it will only frustrate visitors – wasting their time and prompting them to bail out!

Your service web page needs to be clearly organized and easy for the user to navigate and complete desired actions. A good user experience is the secret sauce of most companies that have built a name for themselves in any market—including the world's valuable brands such as Apple. 

According to research, 61 percent of shoppers in the U.S reported that the most important attributes of online shopping are navigation and search. In addition, a better user experience puts you miles ahead of the competition and boosts your sales. Have a look at the following indicators of a great UX:

  • Fast loading
  • Easy readability of the content without straining the eyes
  • Great quality visuals with no distortion
  • Naturally flowing website
  • CTA buttons are easy to click on mobile and desktop websites

You can also check out HubSpot for B2B UX inspiration. HubSpot's website layouts, copy, CTAs, and visual treatments are said to be winning almost all the hearts of most B2B customers.

4. Focus Keyword

Search Engine Optimization (SEO) is incredibly important to your B2B website. A good SEO strategy helps your website rank higher in Google searches, thus driving great traffic to your service pages. More traffic means more leads and, eventually, more sales.

As a rule, if you want your B2B service page optimized for search engines, then you will need to use a good focus keyword for your posts and pages based on proper keyword research. Using a focus keyword ensures that your content is fully optimized and set to drive more organic traffic. 

In case you are wondering, a focus keyword is the search term you want your post or page to be ranked for in the search engines. So, when potential customers look out for that specific phrase or keyword in the search engines, they will likely locate you.

5. Self-Selection Tool

According to SiriusDecisions and Forrester, up to 70% of the buyer's journey is completed before the customer talks to your sales team. This means that your inbound marketing website design determines whether you sell or disqualify yourself. 

The modern buyer wants to research his/her options and make independent purchasing decisions. Furthermore, they want to do this quickly and in a personalized and seamless way. 

As such, they are open to using AI (Artificial Intelligence) and bots to answer their questions and get guidance along the buyer journey.

A good B2B web design offers your prospects everything they may need to buy or get ready to buy without necessarily asking for assistance from anyone at your company. To achieve this, you can start by identifying the specific tasks that customers come to your website to complete.

You can then facilitate them to perform these tasks by embedding a self-configuration or self-selection tool directly into your website. A self-service tool is exactly what it sounds like. 

It is any type of interactive feature that customizes the experience of a website to your users. For instance, guiding them to information or product that best matches their needs. Self-selection tools are usually into three main categories.

These include:

  • Building/design tool
  • A cost/pricing calculator
  • Customer onboarding tool

6. Real-time Conversation

If your users do not have the patience to wait for your website to load, chances are, they will not wait around to talk to you either. In an era of informality, push notifications, and seamless connection, prospects expect the same when interacting with brands: quick and simple answers.

Therefore, you will need to ensure that your website supports real-time conversations. This may be in the form of Slack, Facebook Messenger, live chat, or a chatbot. 

 If you are unsure of how to start, consider integrating a messenger on your website pages with higher intent, such as (a request demo landing page, shopping cart, pricing page, etc.) Consider messaging tools such as:

  • HubSpot Conversations
  • Facebook Messenger
  • Drift
  • Slack

This offers you an opportunity to start a conversation (or let prospective customers start one with you), offer excellent customer service, and ease any barriers to converting at the moment.

You can also try other initial-stage pages (such as general service pages or FAQs) where potential buyers may have common questions.

Regardless of how you use it, adopting real-time communications helps you reach out and connect with prospects in a manner they find comfortable and useful.

7. Social Proof/Testimonials

You can praise your business as much as you want, but it will never bear as much fruit as a recommendation from an unbiased third party. Testimonials foster trust and credibility with potential buyers by demonstrating that your company is reliable.

The underlying precept here is that each of your messages has a messenger. And there is no better messenger than the customers themselves. When previous customers share your message, it is no longer traditional marketing. 

It is social proof. Social proof demonstrates that real people have chosen your brand before, making the choice feel safer and reliable. Besides, the wording in testimonials is usually more forthright than anything you can come up with yourself.

Consider sharing case studies along with real data, customer testimonials, and reviews. You can also share your business's ratings from reputable authorities as well as relevant awards.

How We Can Help: Upgrade Your Website with the Experts

At Inbound Design Partners, we are Certified HubSpot Designers with world-class expertise and experience in web design. We are eager to help you implement a top-of-class website strategy to boost your marketing initiatives and accelerate sales. 

We leverage our vast knowledge and exceptional expertise in HubSpot Website Design to help you create an aesthetic yet strategic, functional, and conversion-focused website to turn your traffic into high-quality leads.

When you succeed, we succeed. We don't see you as a mere dollar sign; we regard you as a high-value partner. We evaluate your needs and work with your goals to develop results-driven website design solutions. 

Feel free to Contact Us today, and let's get started on boosting your website's performance.

Anabeth McConnell
Post by Anabeth McConnell
October 17, 2022
As a StoryBrand Certified Guide and Web Strategist, I help service-based companies build better-looking, high-performing websites with user-centered messaging and conversion-focused design. My mission is to empower businesses to achieve their online potential and create a digital presence as compelling as their real-world services.