Redesigning your B2B website in 2022? 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 what’s trending in B2B web design this year.
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. They’re a great way to keep a prospect on your site longer. Give them something memorable, and improve their perception of your brand.
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.
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. Motion for its own sake is a mistake.
This is partly to do with the massive increase in video content that’s happened over the past several years. With so much motion across the web, designers need to be selective and intentional about how they incorporate it. In fact, our Creative Director believes that still imagery will be making a serious comeback in the next three to five years.
Optimize for mobile devices
This one is absolutely imperative.
As of the fourth quarter 2021, 63% of all searches were being performed on mobile devices. And that’s across the board, including both B2B and B2C, likely due to the increase in the number of people working remotely and on-the-go since early 2020.
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, it 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.
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.
This look is just one element of the general trend toward aesthetics that are lower-tech, less polished, and more reflective of traditional print media.
Fun, beautiful effects like glassmorphism
One of the most beautiful web design trends currently happening is glassmorphism: using a combination of transparency, blur, and movement to make an image look like glass.
This effect can be used 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.
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
If any of these are plaguing your page load times, make sure to address them right away.
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 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.
As you’re redesigning, consider how incorporating some of these trends can help elevate your brand’s look. And if you need help, get in touch with our full creative team.