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How to Partner With the Right B2B Web Design Agency

Is your B2B website failing to gain the organic traffic and generate the leads you need to reach your business goals? Has your website fallen behind the times with outdated scripts, aged design elements and no longer speaks to your ideal buyer?

If you answered yes to either of these questions, then it’s likely you need a new website. 

The problem is, building a website that goes beyond just aesthetics and actively helps your company achieve its business goals is no easy task. That’s why many organizations turn to the help of a B2B web design agency.

But how exactly do you partner with the right agency? In this blog, we dive into what a B2B web design agency is, how partnering with one can help benefit your business, as well as some key considerations to help you choose the right agency.

What is a B2B Web Design Agency?

A B2B web design agency is a partner to your business who will help you enhance your B2B Inbound Marketing efforts with the strategic build of a new website, or the improvement of your existing website.

Unlike general web design agencies, these specialists understand the unique challenges and complexities of the B2B landscape. They are able to create a website that not only looks great, but also speaks directly to your buyer personas - helping to move visitors through their buyers journey toward a conversion.

B2B web design agencies typically specialize in certain areas, with some of the most common being:

  • HubSpot Partner Agencies: If your B2B marketing strategy leverages HubSpot, partnering with a B2B web design agency that specializes in HubSpot is particularly beneficial. HubSpot partner agencies have expertise in all things Inbound Marketing and HubSpot, and can build websites on the HubSpot platform.
  • WordPress Development Experts: WordPress is another popular content management system. B2B web design agencies specializing in WordPress development can create custom WordPress themes and plugins tailored to your specific B2B needs, offering you control over your website's functionality and content management.
  • ECommerce-Focused B2B Agencies: Does your B2B business involve online transactions? Some B2B web design agencies specialize in B2B eCommerce websites. These agencies will understand the nuances of B2B online sales, such as complex pricing structures, quote requests, and custom order configurations, and design an eCommerce website that facilitates smooth transactions for your B2B customers.

What a B2B Web Design Agency Can Bring to Your Business

Strategic Web Design

The best B2B web design agencies don't just build websites for their looks; they build them with your Inbound Marketing efforts in mind. They understand the intricacies of B2B marketing and user behaviour.

They'll work with you to design a website with a clear purpose, aligned with your specific goals. This might involve lead generation forms strategically placed throughout the user journey, clear calls to action, or content specifically tailored to address your target audience's pain points. A smart B2B web design agency should ensure your website doesn't just look good – it actively works to convert visitors into leads.

Technical Prowess

A well-designed B2B website isn't just about visuals; it needs a solid foundation that helps search engines recognize you as a leading authority. B2B web design agencies possess the technical expertise to build websites that are:

  • Secure and Scalable: They ensure your website can handle increased traffic and complex user interactions.
  • Search Engine Optimized (SEO): They understand the nuances of B2B SEO and will optimize your website to rank higher in search results for relevant keywords, ensuring your ideal customers can find you online. You can learn more about this in our blog, SEO Web Design: How to Build a Website That Ranks High on Search.
  • Seamless Integrations: Many B2B companies utilize CRM and marketing automation software. A B2B web design agency can ensure your website integrates seamlessly with these tools, streamlining your marketing and sales processes.
Expertise in B2B Inbound Marketing

It’s one thing building a website, and an entirely different thing understanding how that website contributes to your company’s overall Inbound Marketing efforts. A good B2B web agency should be well-versed in all things Inbound.

This means they should understand your buyer personas, map out the buyer's journey, and then be able to create additional assets and web pages that help move your website visitors toward a conversion.

Lead Generation Optimization

This leads to our final point, a B2B web design agency should be able to build you a website that acts as a lead generation magnet for your business. They should understand how to optimize your website to attract qualified leads and convert them into paying customers. This might involve:

  • Strategic use of lead capture forms: They'll place forms at key points in the user journey, making it easy for visitors to express interest in your services.
  • Compelling calls to action (CTAs): They'll craft clear and concise CTAs that entice visitors to take the next step, whether it's downloading a white paper, requesting a demo, or contacting you for a consultation.
  • Landing page optimization: They can help you create high-converting landing pages specifically designed to capture leads.

6 Key Factors to Look Out For When Choosing a B2B Web Design Agency

1. Industry Experience

Look for an agency with a proven track record of success in your specific B2B niche. They'll understand the nuances of your industry and target audience, allowing them to create a website that speaks their language.

2. A Strategic Approach to Building Websites

Don't settle for a pretty website with no purpose. Choose an agency that prioritizes understanding your business goals and translating them into a strategic web design plan. Ensure they focus on user experience (UX) that helps move your buyer personas toward a conversion.

3. Data-Driven Optimization

The only real way to get better marketing results is to use data for incremental improvements. Your B2B web design agency should be able to track key metrics like website traffic, lead generation, and user behaviour to identify areas for improvement. By using this data they will be able to continually optimize your website for better results, ensuring it remains a powerful lead generation tool.

Want to learn more about the importance of data? Read our blog, 8 Reasons Why Data is Key to a Successful Inbound Marketing Strategy.

4. Content Creation and Web Design Go Hand-in-Hand

While some agencies offer content creation services in-house, others might not. That’s why it’s important to determine whether you have the expertise in-house to create your content, or if the agency you partner with can handle it. Both content and your website’s design are equally important in ensuring you’re able to convert visitors into leads, so it’s important not to put more emphasis on one over the other.

5. Ongoing Support

A well-designed website is just the beginning. It’s important to look for an agency that offers ongoing maintenance, security updates, and technical support to ensure your website remains functional, secure, and up-to-date. This ensures your website continues to perform optimally and provides a seamless user experience for your visitors.

6. Client Case Studies and Reviews

You want to work with a partner you know can get the job done right. One of the best ways to get proof of this is to see their previous work. Look for partners who have a solid track record of reviews, and have case studies on their website so you can see their previous web design work first-hand. Before you sign the dotted line, you could also ask the agency for a couple of references for you to speak to and learn about their experience with the agency.

Interested in boosting your organic traffic, generating high-quality leads and achieving your business goals with a new website? Your website is an investment into your business, and choosing a partner who understands your unique needs is a recipe for aching lasting success.

Here at SummitBound, we have years of experience building HubSpot B2B websites that speak to our clients’ buyer personas, and enable business growth through enhanced B2B Inbound Marketing efforts. Contact us today to learn more.

Web Design
Reg Desgroselliers
Post by Reg Desgroselliers
June 13, 2024
Reg brings a wealth of technical expertise to the SummitBound team, having developed hundreds of websites and landing pages on the HubSpot platform.