We’ve found that many B2B companies have website improvements on their to-do list, especially when coming up with priority goals for 2019. That’s great news! But at the same time, many brands are wondering where exactly to begin. If you have time and resources to devote to website improvements, what should you do? What will make the most difference?
We’re going to help out by talking about the biggest goals for your website today, and why these updates are so important (if you haven’t quite gotten around to making them yet).
Cut Down on Weighty Media to Improve Loading Times
Current internet philosophy says you have three seconds, at the most, to show everything on a webpage in a navigable fashion (in other words, people can see things, select things, and scroll around the webpage). On mobile, this number may be even lower, because people tend to be a little more impatient. If your website takes longer to load than this, you’ve got a serious problem.
Outside of a full recoding project – which isn’t a bad idea, but may not be possible for everyone – the best way to improve performance is to remove or replace any media content that takes a long time to load, and get rid of any flashy graphics that are creating performance difficulties. Streamline everything, and you won’t regret it!
Rethink Your Menu
Your website menu is where visitors will put most of their focus, because they want to figure out where to go to find out all the information they have in mind. That makes your menu one of the best priorities for a little web renovation. Make the menu easy to see at a glance, large, intuitive, and mobile friendly. Avoid menu animations or hidden menus that take any time to load. Run tests, ask for outside opinions, and think about your website map to find ways to improve menu use and navigation.
Include Your Highest-Value Video Content
Videos have a lot to offer B2B websites: They can explain complicated products and concepts very quickly, and show products in action from multiple angles. If you have a high-value video – one that provides a lot of information for visitors, don’t just put them up on social media. Find great places to embed them on your website for any leads who are doing research.
Use a Minimalistic, Shape-Based Design
Are you thinking about a broader website change that will update the appearance of your web pages? Focus on a minimalistic, shape-based designed: These sites have strong performance and are about as near to “timeless” as a website can get.
What shapes should you use? That depends! Some suggest focusing on basic shapes like circles, triangles, or squares for your theme. Others suggest going with flowing, organic shapes instead. You’ll have to think about your brand and what sort of experience you want your website to provide to find the right answer for your brand!
Keep Going Mobile First
There’s a good reason that we’re a broken record about this: Mobile is the big method of conducting research and checking out potential sellers these days. Your website will be looked at on mobile devices, probably more often than on desktop. It’s time to be prepared: Wix has a fun tool simple websites can use to text their mobile layout, but the real work lies in your coding, performance, and how your content is displayed.
Utilize Color Blocking for More Complex Sites
What if you have a more complex website with a lot of different options and information to share? What sort of website redesign will benefit you the most?
We suggest going with a “Color blocking” style that uses different blocks of easily differentiated colors for each concept or link. Color blocks can include images, texts, symbols, and almost anything else you need. It’s an intuitive solution to presenting a lot of options at the same time, and quite simple to design. However, there are many other options you can consider as well! PSD Center has a great piece on various modern designs you can think about for your site
Make Your Own Chatbot
As chatbot creation tools continue to improve, putting a chatbot on your website becomes an increasingly good idea for B2B companies. A chatbot can be programmed to answer very important questions, from giving hours of business to talking about which products are in stock and what they are made for. More advanced versions can also sell products directly to visitors!