Tips For eLearning And HR Tech B2B Businesses To Create A Website That Converts
Business-to-consumer (B2C) corporate websites often use interactive features such as quizzes and live support chats, engaging images, user-friendly and mobile-friendly designs, loyalty programs, and easy checkout processes to ensure the buying experience is fun and easy for course attendees and job seekers. In comparison, business-to-business (B2B) corporate websites focus on building credibility, standing out from competitors, and demonstrating how products or services benefit the target audience.
Establishing the right approach is especially relevant when it comes to HR and eLearning as users are looking for long-term solutions that can help aid development. Since B2B sales are more complex than B2C sales, businesses take longer to convert than everyday consumers. Here are the main goals of a B2B website:
- Increase conversions
It's essential to figure out what your desired conversions are, such as contact form submissions or sales, and how you can boost conversion rates through your website. - Bring in traffic
The Search Engine Optimization (SEO) best practices used throughout your website ensure that it lands near the top of Search Engine Results Pages (SERPs) when a business is looking for the products or services you provide. - Enhance credibility and trust
Your website branding and messaging represent your business. If done right, you can enhance credibility and showcase your business as trustworthy, which will help to attract prospects and retain clients. - Build brand awareness
Your website branding and messaging also helps people remember your business and what it sells. Consistent color schemes, logos, and slogans keep your brand at the forefront of the mind of your prospects. - Generate sales
Your website should help you generate sales of eLearning programs. To do this, ensure the checkout process is as easy as possible and accept various payment methods, including debit and credit cards, PayPal, Google Pay, and Apple Pay. If you don't accept online payments, ensure it is easy for a prospect to contact your sales team. - Inform visitors about your business
Your website must contain important information about your company, including your location, what products or services you provide, who your management team are, and why consumers should support you.
Designing a high-converting B2B website is not easy in a competitive online world. Luckily, this article will explore five top tips for designing a B2B corporate website that converts.
5 Tips For Designing A B2B Corporate Website That Converts
1. Create A Buyer Persona
If you need a corporate website design idea that converts prospects into clients, you must first create buyer personas. In this case, a buyer persona is a fictional representation of the ideal client to buy your products or services based on real data about current and past clients.
To create effective buyer personas for B2B clients of your eLearning business, you need to understand them across the whole buying process. This will help you better understand their age and location, industry and department, influences, buying criteria, preferred communication channels and content, challenges, professional goals, and more. It's also important to consider their pain points, noting key challenges such as employee retention or delivering large-scale training sessions.
Once you have developed a buyer persona, you can create website content and implement design elements that will resonate with them and convince them to become clients. You can gather information to create a buyer persona from customer service and marketing data, social media activity, and keyword research.
2. Be Consistent With Your Branding And Messaging
60% of companies reported that being consistent in branding added 10% to the 20% of their revenue that came from brand marketing, whilst 32% stated that consistent messaging increased revenue by 20% [1]. This is why it's crucial to ensure that the colors, fonts, logos, slogans, and copy used on your B2B corporate website are consistent and align with your company's values. In addition to increased revenue, consistent branding and messaging across all platforms and materials, such as social media posts, email newsletters, business cards, and online ads, will enhance credibility and build brand awareness.
For HR and eLearning brands, creating consistent branding can go a long way. Since you want your audience to have confidence in your service and trust you as a provider, cementing your image reinforces your brand messaging and creates consistency. The more consistency, the higher the chance that a prospect will recognize your business, return to your website in the future, and differentiate you from your competitors.
3. Use A Professional Tone And Appearance
B2B websites should have a professional tone and appearance throughout, as this implies credibility and authority within the industry. For example, if a research company used bright colors and silly images, website visitors would struggle to take their training programs seriously and become less likely to convert.
Additionally, when designing a B2B website as an eLearning business, consider how you incorporate industry jargon and technical language. You want to find a balance between your visitors being able to understand it while still perceiving your business as knowledgeable within the industry. This vastly differs from B2C websites, which are more light-hearted and use simple language because they want to be enjoyed and understood by consumers.
4. Include Social Proof
When making purchasing decisions, people are often guided by the actions, opinions, and/or behaviors of others. In the HR and eLearning industries, prospects are often guided by other businesses, industry experts, colleagues, or those in their professional network. A B2B corporate website should use social proof to highlight if other businesses have had a positive experience with their brand and the products or services they offer. This can build trust and credibility, encouraging other businesses to consider their services.
For example, if you were offering training courses aimed at marketing agencies, it would be favorable to choose a digital marketing website template that enabled you to embed social proof seamlessly. This includes product or service reviews from websites such as Trustpilot, as well as award and certification widgets to enhance credibility.
There are many ways to insert social proof into your web design. Some options to choose from include client success stories, testimonials, case studies, product or service reviews, press coverage, and influencer endorsements. In fact, UK-based graduate job website WikiJobs saw their conversion rates increase by 34% when they worked with A/B split-testing firm VWO to add three short, text-only testimonials to their website. Finally, it can also help to ensure that a third party verifies any social proof on your B2B corporate website, as this carries more official weight and catches the eye of prospects.
5. Enhance Your Pricing Page
41% of businesses decide against investing in a product due to a pricing mismatch. So, it's essential to enhance your pricing pages to ensure it is:
- Easy to find
Ensure that the pricing page is easy to find by putting a link to it in the upper menu or footer menu so prospects can navigate to it from any page of your website. - Accurate
When prospects see clear and accurate pricing, they are more likely to trust your business. Hidden or vague pricing can damage credibility and lead to confusion or frustration. - Easy to read
Use a simple design on the pricing page, such as tables or cards, to create a visual separation between pricing tiers. This makes it easy for prospects to differentiate prices and compare what each tier offers.
Easy-to-find, accurate, and easy-to-read pricing pages can help businesses understand the up-front costs, so they don't need to waste time contacting your sales team and can make a quicker purchasing decision. This efficiency is key to moving prospects down the sales funnel faster. In addition, to improve client loyalty and reduce churn rates, you should consider offering and displaying a discount for those who purchase an annual subscription.
Ready To Create A B2B Corporate Website That Converts?
B2B corporate website design requires a strategic approach, especially in the HR and eLearning industries that can consist of lengthy decision-making processes. By creating a buyer persona, using consistent branding and messaging, using a professional tone and appearance, incorporating social proof, and enhancing your pricing page, you can create a B2B corporate website that will help you increase conversion and achieve your business goals.
