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With the start of a new year and a new decade, fresh approaches to web design offer you new opportunities to deliver better engagement on your B2B website. We are seeing a number of trends this year that can help keep people on your site longer and encourage them to give you information so you can follow up on their interest more effectively.
For most B2B marketers, generating leads is the core objective of any campaign and the most powerful measure of website effectiveness. Creating content that inspires people to provide their information is key. And we’re seeing calculators as a great multi-faceted solution that more marketers are tapping into.
After all, everyone wants fast answers. But the most compelling calculators are more than just a whiz-bang feature that increases stickiness. Today’s calculators are all about providing the kind of depth of detail that inspires visitors to hand over their contact info. For many of our clients, ROI calculators are the most powerful tool for this since everyone wants to save money. By giving users a taste of the insights, but gating the full results, companies are being strategic about using calculators. From infographic approaches that share information in a more visually engaging story, to calculators that integrate the gathering of additional information into the form filling process, calculators are valuable site additions that deliver on marketers lead gen demands.
Developing great content is a time-consuming process that demands the investment of valuable resources. To help ensure that creating assets is delivering real returns and that they are being used more effectively, many companies are looking for ways to give gated assets more prominence. Instead of content lingering on the site waiting for visitors to unearth its exceptional ideas, marketers are getting more aggressive in getting assets out there and getting contact information in return. The latest location for gated assets? In the navigation. Because most B2B site success is measured in terms of form fill, any way to bump those numbers is powerful.
In an effort to engage audiences and keep them on a site longer, many companies have been integrating animations into site designs. While they look great, animations can cause sites to load slowly and can be problematic for responsive designs and different device types. But Scalable Vector Graphics (SVG) are saving the day. While it’s been around for awhile, SVG is really coming into its own as an animation tool, giving companies an option for detailed graphics that remain at 100% resolution no matter the scale. And because it’s all in code, the file sizes are never an issue. SVG is a motion graphic approach that delivers the best of all worlds. And our clients are loving the storytelling possibilities that it opens up.
While we love the power of SVG for complex animations, we’re also seeing great applicability in micro-interactions on websites. These are opportunities to guide users through a site or enhance storytelling with small animations that are triggered by scrolling or hovering. Micro-interactions are a great way to keep people’s attention and gamify the experience by filling in check marks or tracking progress through a site. The benefit? These interactions keep visitors engaged with the content, keeping them reading, and adding to site stickiness.
Whether you’re offering a free demo or want to showcase an event or a piece of content, sticky CTAs are an increasingly popular tool. These are buttons or forms that follow the user throughout their visit to a site. Because they are always visible, it also means that the invitation to engage is always front and center, as well. While top and bottom have been the norm for some time, we’re seeing more side CTAs these days, giving visitors a new place to look and another opportunity to gather lead information.
From friendlier, more conversational tones to content personalization and pictures of people, websites are getting more human. Instead of selling to companies, today’s B2B marketers know that relationships are key to every kind of sale. When your customers can see themselves in your solution, you have a better opportunity to connect. We’re encountering more and more second-person in writing and more consumer-like approaches (shorter content and person-to-person appeals) that feel less corporate and more human. By treating B2B prospects like real people, companies have the opportunity to tap into more emotional appeals and start building relationships even at the earliest stages of the digital encounter.
When it comes to B2B websites, many companies have the false belief that if they don’t share EVERYTHING they know or offer right up front, they might lose a lead. The reality is they just end up with a really busy site and a confusing message. We’re thrilled to be seeing more companies have the courage to tell their story concisely through shorter copy. It’s the kind of confidence we hope to see more of in coming years. Yay for clarity (and white space)! After all, when visiting your website, your prospects really want to understand the key benefits and “why” they should buy from you. If you can leave them wanting a little more, you’re more likely to turn that interest into an actual lead.
If you’re looking to take advantage of some of these 2020 web design trends, we’re here to help.
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