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4 Modern Web-Design Trends B2B Companies Need to Embrace

Peter Emerson
Apr 23, 2015 8:00:00 AM  |  Peter Emerson

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Last week, I dove into some of the Web-design trends you need to ditch as a B2B tech company. This time around, I thought I'd touch on various design trends you must incorporate in order to increase conversions, increase engagements, decrease bounce rates and increase search authority. 

Without further ado, let's get to it.

Learn about the modern Web-design trends you need to embrace as a B2B organization

1. Mobile-first

Designing your website with mobile-first in mind is all the rage right now. What does that mean? It's adjusting your mindset to construct your site while considering mobile functionality first, and building out from there. It can be frustrating and tedious to try and replicate wireframes for desktop without considering mobile. 

Often, companies will simply remove features or decrease font size to make their sites mobile-friendly, but that won't improve the UX. In actuality, you'll be left with sections with no plan and no UX, contributing to higher bounce rates. Others will ignore the idea of a mobile-site in general. This can hurt your visibility and authority immensely. 

My advice is to shift your mindset to include mobile. You must have desktop and mobile experience running through your mind concurrently in order to be effective. And if you don't have a mobile version, GET TO IT.

2. B2C styles

Last year saw the much-anticipated death of Internet Explorer 8, which has since opened many doors for B2B designers everywhere. Before this, IE8 had a lot of problems for Web design because you had to adapt your website specifically for IE8 in order for it to display properly, or even work, when viewing it in that browser. It called for a lot of additional elbow grease to make elements work because most CSS3 and HTML5 weren't compatible. This ultimately left the Web design to be boring, flat and visually unappealing.

Flash forward to today. We're now living in an IE8-free world that has increased freedom of expression for B2B companies. B2B sites can employ funky designs and advanced functionality to captivate and convert visitors into leads. It's harder to distinguish between a B2B and B2C because of these advances.

My advice is to make your site fun and fresh, but keep in mind your buyer personas. Don't go over the top—include effects, but make sure they're still usable and informative. Always loop back around to the value an element brings to your prospects. No longer do you have to trade design for functionality; both can work seamlessly together.

3. White space

While some people feel that white space is wasted space, in reality it's one of the most powerful design elements you could employ. White space, or negative space, is the portion of the Web page that is left blank or unmarked. Leaving unmarked space allows for ease of readability and interpretation. 

When designing your Web pages, think about the elements to which you want to draw the most attention—that's where whitespace should be added. It will not only help with conversions, but also decrease bounce rates as visitors will stay on-page for much longer due to the pleasing aesthetic and clearly presented content. 

4. Intriguing typography

I'm a huge fan of typography. It's one of my favorite aspects of design. That being said, I'm definitely an advocate for utilizing different types of type to increase the appearance of your website. By using "fonts with personality," or those that can stand alone, you can add personality and uniqueness to your site. Not only is your site your best salesperson, it's also the vehicle that tells your company's story. Unique typeface is a great way to deepen the narrative.

Want to learn more about the significance of typography in Web design? Check out this awesome article I stumbled upon.

My advice: Play around with different fonts. There are so many free tools out there that both designers and nondesigners alike can use, such as Sketch, Affinity Designer and Canva. Also, there are plenty of free Web-font offerings from providers including Google and Fonts.com. Experiment around with what feels like your company.

Are you using these design elements already? What other questions do you have about website design? Leave me a comment below.

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Peter Emerson

This post was written by Peter Emerson

Pete Emerson is a Senior Designer and Developer here at New Breed who've helped us achieve COS Champions. Well-versed in the HubSpot COS and passionate about typography, Pete has a keen eye for innovative web design and UX.

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