The 7 essential steps to a successful B2B industrial website redesign



When it comes to website redesigns, B2B industrial companies have a unique set of challenges that they must face. From navigating complex technical content to appealing to a niche audience, a successful B2B website redesign requires a strategic approach.

In today’s digital age, a company’s website is often the first point of contact for potential customers and partners. It serves as a digital storefront and a platform to showcase the company’s products, services, and expertise.

A well-designed and informative B2B website strategy can instill trust and credibility in the minds of visitors. This assures them that the company is a reliable and knowledgeable player in the industrial sector. Conversely, a poorly executed website can lead to confusion, frustration, and missed business opportunities.

To ensure a successful B2B website redesign, a systematic approach is key. Here are the seven essential steps that can guide you through the process:

1. assessing current website performance

The first step in the B2B industrial marketing website redesign process is to assess your website’s current performance.

This involves analyzing a range of metrics to gain insights into how well your website is functioning and meeting its objectives. Key performance indicators (KPIs) such as traffic volume, bounce rates, conversion rates, and user engagement metrics provide a clear picture of your website’s strengths and weaknesses.

This data will inform the decisions you make and help to guide the redesign process. Consider using web analytics tools such as Google Analytics to capture this data.

2. defining website objectives and goals

Before diving into the design and development phase of your B2B website strategy, it’s crucial to clearly define your website’s objectives and goals. These objectives will serve as the foundation upon which every design and content decision is built.

Start by asking yourself and your team what you want to achieve with the new website. Are you looking to increase lead generation, improve user engagement, showcase new products and innovations, or simply update your online brand presence? Each of these objectives will require a different approach.

If you’re unsure of the objectives you should be setting, consider hiring an experienced B2B industrial marketing professional to help you identify and define achievable goals.

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3. conducting market and competitor research

The B2B industrial marketing space is highly competitive. So, it’s vital to gain a clear understanding of the market and your competitors before beginning the website redesign process. Comprehensive market and competitor research will provide valuable insights that can shape your website’s strategy and help you stand out in the crowded landscape.

Start by identifying your target audience and their needs. What challenges do they face? What information are they seeking? Conduct surveys, interviews, and analyze customer feedback to gather these insights.

Simultaneously, delve into your competitors’ websites. Understand their design approaches, content strategies, user experiences, and any unique selling propositions they emphasize. This knowledge will enable you to identify gaps in their strategies that you can capitalize on.

4. crafting a comprehensive website strategy

Once you have a clear understanding of the target audience and competitive landscape, it’s time to craft your B2B website strategy.

This strategy will outline how your redesigned website will fulfill the defined objectives and stand out in the market. It should encompass various elements, including design, content, user experience, and technical functionality. Here’s how to approach this step:

design and visual identity

Determine the overall look and feel of your website. Choose a color palette, typography, and design elements that align with your brand identity and resonate with your target audience. Keep in mind that industrial B2B websites often prioritize a professional and trustworthy appearance.

content plan

Develop a content strategy that addresses the informational needs of your audience. Consider incorporating various content formats such as blog posts, case studies, whitepapers, videos, and technical documentation. Ensure that the content is relevant, engaging, and tailored to your audience’s pain points and interests.

user experience (ux)

Design an intuitive and user-friendly navigation structure. Make it easy for visitors to find the information they’re looking for. Implement clear calls to action (CTAs) that guide users toward the desired actions, whether it’s contacting your sales team, downloading resources, or requesting a quote.

mobile responsiveness

Ensure that your website is fully responsive across various devices and screen sizes. A significant portion of B2B users access websites on mobile devices, so optimizing for mobile responsiveness is crucial. This involves creating a seamless and user-friendly experience on smartphones and tablets, allowing users to navigate, read content, and interact with your site easily.

technical functionality

Finally, remember to include technical considerations in your B2B website strategy. Consider building a search feature to enable quick and easy access to information. Also, think about how you can optimize the website loading speed, enhance security measures, and ensure maximum compatibility across different devices and browsers.

5. designing and optimizing website content

Website design and optimization is an ongoing process. As your business evolves, so too should the content on your website.

Continuously review and update the website content to ensure accuracy and to keep up with industry trends. This includes revisiting copywriting, page titles, meta descriptions, images, infographics, videos, etc., to make sure the content reflects the current state of your business and appeals to the target audience.

Optimizing website content should also involve SEO tactics such as keyword research, link building, and optimized page titles and meta descriptions. Doing so will help improve your search engine rankings and visibility in the long run, resulting in more organic traffic to your B2B website. 

6. collaborating with web development team

The best way to ensure success in your B2B website redesign is by working with a professional web development team. Doing so will enable you to create a modern website that not only looks visually appealing but also serves its purpose of helping your business reach more customers.

Your web development team should provide comprehensive front-end and back-end expertise, from building the framework of the site to providing support after launch. They can work with you to identify how your website should look and help you create a content strategy to ensure your B2B website is properly optimized for search engines.

The team should also have experience working with various web technologies such as HTML, JavaScript, and other modern development frameworks in order to make sure the website is fast-loading and secure. This will help improve customer trust and engagement in the long run.

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7. testing and launching the redesigned website

After the website is completed, it’s time to test and launch. Testing should be conducted by both your team and a third-party service to make sure the website works properly in all web browsers, devices, and operating systems. This will help reduce customer frustration and ensure a smooth user experience.

Your web development team should also help you launch the website correctly. This includes submitting your site to search engines, setting up redirects from old URLs, and monitoring analytics to make sure everything is running properly. Doing this will ensure visitors can quickly find and access your B2B website when they need it.

Finally, it’s important to keep your website up to date with the latest design trends and technologies. Your web development team should be able to provide ongoing maintenance services such as security patching, content updates, and SEO optimizations that will help keep your website performing optimally. This way, you can make sure your B2B website is always up-to-date and providing the best user experience for customers.

get started today

Wondering how to plan a website redesign? Wildish Agency is a Reno marketing agency that specializes in planning and implementing successful website redesigns for businesses. Our team can provide the creative insight, development skills, and marketing strategies necessary to create a powerful website that will help improve your business’ online presence. We strive to make sure each of our clients has a website that they are proud to show off.

Contact us today to learn more about our Reno marketing agency services.