the 5 ingredients of a high-performing b2b website



Business-to-business (B2B) sales can be complicated – but that doesn’t mean your website has to be. In fact, a high-performing website can make all the difference when it comes to driving leads and closing deals.

But what exactly makes a B2B website stand out from the rest? In this guide, we’ll break down the top five ingredients that every high-performing B2B website should have. Let’s jump right in:

user-friendly navigation

B2B buyers are a busy group – they don’t have time to waste trying to figure out how to navigate your website. While you may be able to get away with a more fun and creative website design in the B2C world, simplicity is key for B2B websites. If they can’t find what they’re looking for quickly and easily, they’ll move on to a competitor.

This is why having a user-friendly navigation system is crucial. Your website’s main menu should be simple and intuitive, with clearly labeled categories that make it easy for visitors to find what they’re looking for. Additionally, consider implementing a search function to quickly direct website visitors to specific pages or products based on keywords.

Another important aspect of navigation is having a clear and concise hierarchy. This means organizing your website’s pages in a logical order, with subcategories and subpages clearly labeled under their main categories. Doing this will help visitors find what they need quickly and make your entire site feel more professional.

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a homepage that immediately captures attention

Have you ever landed on a website’s homepage and felt overwhelmed by the amount of information thrown at you? This is a common mistake made in B2B web design. After all, B2B products/services can be complex, and businesses want to showcase all their features and benefits. However, bombarding website visitors with too much information from the get-go can be overwhelming and lead to a high bounce rate.

Instead, you should think of your homepage as a teaser or introduction to your brand. It should grab visitors’ attention and make them want to explore further. This can be achieved through visually appealing design elements, concise and impactful messaging, and strategic use of white space. Remember, less is often more in B2B website design.

Along with capturing attention, your homepage should also clearly communicate what your business does and who it serves. In the B2B world, companies are looking for solutions to their specific needs and pain points. Clearly stating your target audience and the problems you solve will help visitors quickly determine if they are in the right place.

professional blog and thought leadership content

B2B buyers conduct extensive research before making a purchasing decision. They want to work with a trusted and knowledgeable partner, and one way to demonstrate this is through your content.

However, many B2B websites make the mistake of neglecting their blog or not keeping it updated with relevant content. As a result, visitors may see outdated posts or a lack of consistent content, leading them to question the credibility and expertise of your business.

To avoid this, make sure your blog is prominently featured on your homepage and consistently updated with valuable content. This can include thought leadership articles, case studies, industry insights, and helpful tips for potential customers. Not only will this demonstrate your expertise and authority in the industry – it’s also an opportunity for search engine optimization and to drive more organic traffic to your site.

If you feel stuck, consider partnering with B2B content marketing experts to ensure your website content is compelling, informative, and well-written.

products and/or service web pages

Your product/service pages are where potential customers will go to learn more about what you offer. These pages should be clear, concise, and informative.

Some key web design elements to include on these pages are:

  • A brief overview of the product/service.
  • Key features and benefits.
  • Pricing or pricing options (if applicable).
  • Testimonials or customer reviews.
  • Call to action for the next steps.
  • Testimonials or customer reviews.
  • Images or videos showcasing the product/service in action.


By providing comprehensive and well-designed product/service pages, you can effectively showcase your offerings and convince potential customers of their value. For instance, if you are a B2B industrial equipment manufacturer, your product pages may include detailed specifications, images, and videos demonstrating the equipment’s capabilities. This allows website visitors to see your products’ quality and understand how they can benefit their business.

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a cohesive, contemporary design

A well-designed website is crucial for making a good first impression and establishing credibility with B2B buyers. It’s important to have a modern, clean design that is visually appealing and easy to navigate.

A cohesive design includes consistent branding, color scheme, and messaging throughout your website. This creates a cohesive experience for visitors and reinforces your brand identity. When it comes to B2B sales, trust and professionalism are key factors in decision-making, so a well-designed website can go a long way in building that trust.

Additionally, make sure your website is responsive and optimized for mobile devices. With more than 55% of internet traffic coming from mobile devices, it’s essential to have a website that looks good and functions well on all devices.

enlist the help of a b2b web design agency

At Wildish Agency, we specialize in designing modern, visually appealing websites that are tailored to the unique needs of B2B companies. Our team of experts can help you create a website that not only looks great but also drives conversions and helps you stand out from competitors. We also offer ongoing support and maintenance services to ensure your website is always up-to-date and functioning at its best.

Contact us today to learn more about our B2B web design services and how we can help take your online presence to the next level.