Redesigning your B2B website in 2023? You’re not alone.
In the wake of the pandemic, not only have countless businesses adapted or changed their offerings—they’ve also changed their websites to reflect more of what clients want, from self-service options to mobile-first designs and lightning-fast download times.
But what about the design aspect? What are clients looking for in terms of an aesthetic experience?
Here’s a look at the top B2B web design trends for 2023.
What is B2B web design?
B2B web design is the process of designing websites for businesses. The main goal of B2B web design is to attract potential customers to visit the company’s site. This means that the website should be easy to navigate and provide information about the business products or services.The main difference between B2C and B2B web designs is that B2B websites tend to be more complex and require more technical skills.
B2B websites need to be designed for salespeople who want to find information about products and services. This means that they should include features such as product comparison tools, price calculators, and other types of interactive elements. The website also needs to look professional and easy to navigate.
Why is B2B web design important for B2B firms?
B2B web design plays a key role in how well a business performs. A website is often the first impression that potential customers receive about your company. A well designed site is easy to navigate and provides information about the company’s products and services. If done correctly, a well designed site can be much better at converting visitors into leads than a poorly designed one.
Top B2B Website Design Trends
1. More app-like experiences
If you think about how most of us spend time on the web these days, much of it is done using apps, where there’s a heavy focus on user experience and interaction.
Who says a B2B website can’t be more app-like? Features that are designed to give clients a fun, interactive experience are becoming more popular for the simple reason that people like them. This b2b web design trend is a great way to keep a prospect on your site longer. Give them something memorable, and improve their perception of your brand.
2. The one-page website
Our creative director, Ayla Whittington, is a fan of the one-page website. These can work for product pages, landing pages for specific audiences, and CTA landing pages for your paid ads.
One of the advantages of these one-page sites is that they’re a simple way to get your message across to new visitors who don’t know anything about your brand. Rather than overwhelming them with information, you can give them what they need to know fast and in an easy-to-digest manner. Single-page websites are also more mobile-friendly than clicking through links or tabs to find more information. Given that mobile browsing is preferred over desktop searching, condensing your brand’s information into one page is a huge plus. This b2b web design trend is an effective choice for b2b firms looking to increase conversion rates and decrease bounce rates.
3. Responsible motion design
Motion can be a fun way to add visual interest to your site, but it needs to be in the right place at the right time. Too many spectacular visuals that don’t add to the user experience can overwhelm visitors—motion, for its own sake, is a mistake.
This is partly due to the massive increase in video content over the past several years. With so much movement across the web, designers must be selective and intentional about how they incorporate it. Every animation and video should serve a clear purpose and be just enough to grab the user’s attention while reinforcing the branding. In fact, our Creative Director believes that still imagery will be making a serious comeback in the next three to five years.
4. Optimize for mobile devices
This B2B web design trend is absolutely imperative.
Mobile-friendliness is and will continue to be, one of the biggest web design trends and a must-have for B2B websites. As of the fourth quarter of 2021, 63% of all searches were performed on mobile devices across the board—including both B2B and B2C. This large percentage is likely due to the increase in people working remotely and on the go since early 2020.
Websites built with smartphone users in mind provide the best overall experience with smarter design choices—like minimalism, concise messaging, and clickable interfaces. If your website isn’t optimized for mobile, potential customers are far more likely to leave than to suffer through an unappealing experience. What’s more, not ensuring your website is mobile-friendly could affect your placement in the search engine results pages (SERP). Many B2B SEO experts believe that Google penalizes sites that aren’t mobile-optimized.
We’re not saying your website on mobile vs. desktop has to be identical, but a user-friendly mobile option will make the difference in prospects staying on your site.
5. Grainy gradients on images
Gradients on their own tend to invoke shiny, slick, futuristic perfection. Adding a grainy texture to gradients, however, gives the image a totally different feel, making the effect more natural and even nostalgic. You can even add subtle shadows to make the colors look like they have more depth.
This look is just one element of the general B2B web design trends toward aesthetics that are lower-tech, less polished, and more reflective of traditional print media.
6. Fun, beautiful effects like glassmorphism
One of the most beautiful web design trends is glassmorphism—using a combination of transparency, blur, and movement to make an image look like glass. When used wisely, it can make sites or apps appear more attractive to users.
Designers can use this effect in anything from logos and branding to website design. You’ll just want to ensure that the glass effect doesn’t affect the accessibility of your text.
7. Prioritize page speed
53% of users will abandon a page that takes more than 3 seconds to load, so brands can’t afford to ignore page speed.
Some top culprits that can slow down your page loading speed are:
- Image files that are too large or not optimized (no title tags or metadata)
- Too many elements on a page
- Inadequate web hosting service
Related post: A Definitive Mini-Guide to SEO Rankings for SaaS Companies
If any of these are plaguing your page load times, make sure to address them right away.
8. Kinetic typography
Along with moving images, many designers are experimenting with moving text—kinetic typography.
Text that changes as you hover with your mouse or tap a screen, or guides a viewer’s eyes across a page can help tell your brand’s story or show its personality in much the same way colors, images, and other design elements can.
Nostalgia can exert a powerful draw during times of crisis, and that’s certainly been the case during the pandemic and post-pandemic era.
Designs that evoke traditional media like print or TV, the 90’s or early 2000s, and the aesthetic B2B web design trends of bygone eras—without, of course, the attendant racist, sexist, and other problematic references—are reassuring and can bring people a sense of comfort when they visit your site, as long as they make sense with your brand.
10. White Space
White space is the unmarked area surrounding web design elements like text and images. This includes margins, padding, borders, and empty areas within a webpage. While it might seem like a waste of real estate, including white space actually makes things easier for readers and increases the likelihood of people clicking on your site.
The most common use of white space is to separate sections of a page. For example, you could put a large heading above a paragraph of copy, or make sure that there are no words directly under the main headline. In addition, white space can help draw attention to certain parts of a page. If you want to highlight a particular section of a page, consider adding some white space around that element.
When you use white space effectively, it makes your site easier to navigate and understand. You can even use white space to highlight important information about your brand — like pricing, contact info, or a blog post.
11. Scroll-triggered Animations
Scroll-triggered animations are a fun and interactive way to add some visual interest to your website. As visitors scroll down the page, animations can be triggered to draw attention to certain elements or to create a sense of motion. This trend can be a great way to create a dynamic and engaging website experience.
12. AI-Powered Design
As artificial intelligence (AI) technology advances, B2B web designers will likely incorporate it into their design processes to improve efficiency and effectiveness. AI-powered design tools can help automate repetitive tasks, such as resizing images or optimizing layouts, freeing up designers to focus on more creative work. Additionally, AI can help designers create more effective designs by analyzing user data and making recommendations based on that data.
13. Augmented Reality
Augmented reality (AR) technology is becoming more mainstream, and B2B web designers will likely use it to create more immersive and interactive experiences for users. For example, a B2B website might use AR to provide product demonstrations, allow users to visualize products in their own environments, or provide virtual training. This technology can enhance the user experience and help businesses differentiate themselves from their competitors.
14. Dark Mode
Dark mode has been gaining popularity over the last few years, with many users finding it easier on the eyes and more aesthetically pleasing. In 2023, B2B web designers will likely begin incorporating dark mode options into their designs to provide users with a more customizable experience. This trend is particularly relevant for B2B websites that are accessed during night shifts, as the darker screen is less likely to disrupt the user’s circadian rhythm.
15. Data Visualizations
Data visualisation is becoming increasingly popular in digital marketing. They’re particularly useful in SaaS (Software as a Service) marketing and sales, though we’ve seen them used across many different types of websites.
We’re not just talking about simple charts and graphs here. In fact, there are plenty of ways to present data in a way that makes it easier for visitors to understand.
By presenting important statistics in an infographic style, they’ll stand up much more than they would if they were buried in a paragraph of copy. And since they look like something else – such as a chart or graph – they’ll catch people’s attention far better than they might otherwise.
What’s more, you can take advantage of other data visualisations to help tell your company’s story and explain more complicated aspects of your product or service.
For example, Asana uses an ‘infographic’ design to show how creative teams can benefit by using the project management software, while Slack uses a timeline to illustrate how its chat app works.
As you’re redesigning, consider how incorporating some of these B2B web design trends can help elevate your brand’s look for the upcoming new year. And if you need help, get in touch with our full creative team.