Optimize your B2B website’s UX

1. Use breadcrumbs navigation, highlighted menu options, and a page header that resembles the copy of your navigation items, so that buyers know where they are when navigating your site.

2. Use phrases and words that are familiar to your users.

Get an idea of terms and phrases your users are familiar with by talking to your customers through surveys or one-on-one interviews. Ask them what your product means to them, what problem it solves, and how their life was before using it. For example, Techport 13 explains what they do in very simple language: “Whether you are looking to roll out your new software, install upgrades, train your team, or do customizations and enhancements, Techport Thirteen is a partner you can count on to make your IT infrastructure run smoothly.”

3. Eliminate anything that takes control out of the hands of your user, like pop-up ads that force a user to enter an email address, automatic carousels, and autoplay videos.

4. Use consistent design and conventions on every page of your website.

For example, on Massey Ferguson’s website, buyers see the same use of white space, a clean layout, and a well-organized information hierarchy on every page.

5. Design your website for clarity to ensure users don’t make mistakes.

For example, place form field names outsidethe field, so users know what each field is for once they’ve clicked on it; unlike the example below. Conduct usability testing with remote testing tools to find friction points and fix them.

6. Use accordions or sticky menus and change the color of visited links to help your users quickly recognize where to go or what to do next.

7. Make the most frequent tasks on your site the easiest ones to find.

For example, for lead-generation websites, place an always-accessible call to action shortcut at the top of the site.  

8. Remove information that is irrelevant or rarely needed.

9. Display error messages in simple language and direct users on what action to take from the error.

For example, Digital Agency shows an error page that clearly states what brought about the error and redirects the user to its homepage.