Strategic website experience design: The pivotal element in B2B customer engagement

As seasoned marketers in the B2B sphere, you're no stranger to the pressures of maintaining a website that is not just functional but exceptional. It's the linchpin in a strategy inundated with ever-changing SEO protocols and best practices, user preferences, and industry innovations.

It’s a tall order, especially when the website is expected to be a powerhouse of engagement, promising a great user experience—a hub for all the marketing activities, including content, social media, ads, email, and more.

Stark statistics in a recent HubSpot report show that 88% of online consumers are less likely to return to a website after a bad experience. On the flip side, a well-designed user interface can increase your website’s conversion rate by up to 200%.

Let that inspire you to seize the opportunity to nail user experience design! A robust website strategy can lead to transformative business results. Let’s delve deeper into the fundamental principles of website experience design that address both the user's needs and business goals succinctly.

Master the Fundamentals of User-Centered Design

When web designers begin the website design process, it often starts with a random template or something that they think is intriguing visually. To this, we say, noooo! Avoid the shiny thing and gravitate toward substance and strategy! Start with the user's experience.

Website Design

In terms of site design, according to the UX Design Institute, this is a brief summation of the 7 fundamental UX design principles:

1. User-Centricity: Prioritize users' needs through every design stage based on in-depth user research.
2. Consistency: Uphold uniform design and meet user expectations for a great experience.
3. Hierarchy: Structure information clearly to guide users to essential design elements effortlessly.
4. Context: Understand and consider the various contexts in which a user interacts with the product.
5. User Control: Allow users easy error correction to foster a sense of control and freedom.
6. Accessibility: Design inclusively to cater to all users, including those with disabilities.
7. Usability: Ensure ease of use, focusing on learnability and user satisfaction.

Hero Copy

We suggest the Donald Miller “StoryBrand” approach, where the visitor to your site is the hero. Every time you craft a headline or body copy, remember that the entire site exists to solve the problem the visitor is having and thus needs to speak directly to their pain points.

As Seth Godin wisely states, “You put in the work and provide valuable information over time. In blog posts, social media posts, newsletters, emails, and more, you offer answers to their pressing problems. You build a relationship with them. Then they believe you because you’ve shown them they can. Be genuine. Be remarkable. Be worth connecting with."

When you write a headline, it’s tempting to aim for sensational and attention-grabbing copy. We get it; we fall into that trap too! Yes, go for clever and compelling copy, but keep in mind—first and foremost, to write for clarity. Andy Crestodina reminds us: Every visit to your page starts with this question: Am I in the right place? It’s the header’s job to answer.

The Intersection of Growth Marketing and Website Design

“Growth marketing thrives on understanding the needs of customers. It's about delving into the depths of their motivations and crafting messaging and content that proactively address key questions and even sales objections.” -MaryAnn Long, Cultivate Communications.

In growth marketing, the design of your website plays a pivotal role in shaping user perceptions and guiding their interactions with your brand. A skillfully crafted website exudes trustworthiness, professionalism, and credibility, ultimately boosting conversions and fostering customer loyalty.

An attractive website design enhances the user-friendliness of your platform. Important elements such as a defined information structure, appealing typography, color schemes, and adequate white space facilitate smoother navigation, helping visitors find the information they're seeking effortlessly.

Growth marketing also emphasizes testing ideas that will result in a positive user experience, such as page layout and the placement of call-to-action buttons. For example, using 1st person CTAs such as "Save My Spot" vs. "Register Here" can move the needle.

A/B testing allows you to play around with different aspects - be it the copy, visual design, or even the button colors and CTAs. It's all about identifying what truly clicks with your target audience and drives those much-needed conversions. So, mix it up, test variations of design and copy choices, and let the results speak for themselves. Embrace a willingness to experiment and keep improving.

David Ogilvy, one of the original Mad Men, understood the golden value of user testing way before the age of the internet. “Never stop testing, and your advertising will never stop improving.”

Website UX as a Competitive Edge

In an era where good user experience reigns supreme, the key to standing out in the competitive B2B sphere lies in two tenets: impeccable UX design and relentless innovation.

As we've seen, a website is a marketing hub optimized for user needs and business goals alike. Meticulous attention to UX design principles demonstrates your dedication to customer experience and customer satisfaction.

But, the work for UX designers does not end at launch. You must embrace continuous analysis and refinement to stay ahead. Adopt a stance of perpetual learning and evolution. The future favors the bold - those willing to constantly optimize and enhance their website experience through rigorous UX strategy and nonstop innovation.

Looking Ahead at the Future of Website Experience Design

2024 will bring unprecedented user engagement opportunities, according to 'The HumanBots' in their recent LinkedIn post. Anticipate AI-enhanced personal experiences and visually rich interfaces fueled by Motion UI. Expect the remarkable union of mobile app features and offline usability through progressive web apps (PWA), alongside intuitive navigation guided by voice user interface (VUI) and conversational AI. It's more than a transformation; it's the future of interactive, robust, and exciting web functionalities brought to life!