6 Key Components of an Effective B2M Website

A business to many (B2M) website must serve multiple functions and reach two distinct audience types. Juggling the different users and meeting their needs isn’t easy, but it can be done quite effectively with a little forethought and tweaking.

According to Internet Live Stats, there are 1.87 billion websites in the world. While they aren’t all active at the same time, and some simply park on top of other domains, you’re still competing for customer attention with a ton of other pages. Spending a little time on site renovations will pay off with more sales.

However, what works for one business model may not work for the next. The needs of your buyer personas are unique to your industry and perhaps even your company. How can you ensure your B2M website is effective for your users?

1. Find Common Elements

What are some of the needs and values your business and consumer customers share? Perhaps they both like quality products that stand the test of time. Maybe they have a need for speed. Perhaps you solve a similar pain point for both, but on different scales? Look for the similarities and showcase them on the main pages of your site. Think about the values all your customers care about.

When you land on the Chase.com website, you’ll see an option for personal or business options. As you browse through different offers, such as checking or savings, you’ll see a comparison of different types of banking accounts. Since many B2B clients might also want a personal account, shifting back and forth between the options is a matter of clicking a tab at the top of the page.

2. Segment Your Audience

How well does your navigation work to get your users to the section related to their needs? When serving both consumers and other businesses, it requires a smart and streamlined navigation to get the user from Point A to Point B without any detours.

Consider separating your site into two parts or more. When people land on your home page, do you direct them to the next step or do they feel lost? If you aren’t sure, hire some testers to go through your site and point out any weaknesses.

3. Choose Relevant Images

Be cautious not to focus on photos of only one type of work you do. If you serve consumers and businesses, your images should reflect how you help both. If you direct someone to a page specifically for companies, you would focus on pictures to relate your ability. However, if the page serves both B2C and B2B, you must mix things up.

Note how ADCO Garage Doors highlight images of modern homes, traditional homes and commercial spaces. By varying the photographs, they show they’re capable of a wide range of styles and options. The landing page speaks both to homeowners and business owners.

4. Check Your Headlines

The first impression a user has of your site is often via the headings. When they do a search, they’ll see your heading in the SERPs. They’ll also see it when they click and land on your page.

Do your headlines effectively pull in both consumers and businesses? How can you tweak them to make them work better for all your buyer personas? If you separate your site into pages for both B2C and B2B, then you should have varied headlines for each.

5. Revamp Your CTAs

Does your CTA make sense for both segments of your buying audience? If not, either separate out the landing pages further or tweak your CTAs. Run the words, color, placement and size of button through the filer of your buyer personas.

You may need to adjust the language or colors to better meet the psychographic profile of each customer type. Don’t be afraid to segment your pages even more if it means you can create a more personalized experience for your users.

Lamps Plus serves both commercial spaces and homes. Rather than trying to come up with separate CTAs for the landing page, they create a bright box to highlight a current sale and invite all users to “Shop Sale.”

Business owners and consumers want to save money on shipping and costs, so the CTA works for all segments of their audience. They get a bit more specific on product pages, depending on the offer.

6. Study Heat Maps and Traffic Patterns

What do users do when they actually land on your page? You can track the journey of a business owner as they stop by your home page, click on the business section and move through your site. Where do they linger? Is there a point where the majority bounce away? What can you improve?

Once you know where users linger and convert into customers, it’s easier to repeat those elements and delete clutter that isn’t serving your needs.

Experiment and Test

Every effective B2M website has some of the components above, but what works best for your site is dependent on your individual customers. Try different tactics and test each one via A/B or multivariate testing to see what performs for your business.

Try different colors, segments, language and images. Offer incentives to entice people to sign up for your mailing list. Experiment and see what works best. Once you have an idea, it’s much easier to repeat those efforts and grow your business into a B2M powerhouse.

Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.

How to Design a User-Focused Hero Image

A hero image should grab the attention of site visitors instantly. However, it’s easy to get so caught up in using beautiful images and grabbing attention you forget to make sure the photos are user-focused. Each hero shot should serve a specific purpose and meet customers’ needs.

According to Netcraft, the number of websites is constantly in flux. The billions of domain names don’t truly reflect how many live websites there are at any given moment. For example, the internet gained 6.28 million sites in May 2021, but also lost 4.87 million domains.

If you want to be certain your hero image hits on all the points needed for a potential customer landing on your website, follow the tips below to ensure you’re selecting the right layout and options for your users.

1. Show the Product

One of the top ways to focus on users is by using your hero image to highlight the product site visitors want to see. If you’re an e-commerce store, you’ll need to choose a category or share new arrivals.

On the other hand, if you sell a service, you can show the product in action or offer a before and after side-by-side. Think about what you’d most want to see if you were the customer. Put yourself in the user’s shoes.

Ditto Residential is a real estate firm with a focus on revamping and creating healthy, beautiful spaces. To show some of what they offer, they use a hero shot of one of their luxury living spaces. The photo helps people see their overall design concept and get a feel for the light airy look to their style.

Another advantage to the placement of their hero image is they can swap out the look for one of their other properties. If they notice a sudden uptick in consumers looking for larger homes, they might highlight an airy space, for example.

2. Choose Stellar Typography

Your hero image should capture the user’s imagination, but you also need to think through the headlines and other details on your page. To enhance the user experience (UX), choose a color and font size that stands out from the background.

Choose the hero image that allows your text to show up. You may want to overlay a solid transparent color over the entire photograph or choose a different picture with some darker or lighter areas where text will pop.

3. Gain User Trust

Your hero image can go a long way toward showing you’re knowledgeable and trustworthy. Choose an image if your technicians in the field or some other expert insight no one else provides. When people think about your product or service, you want to be seen as the go-to authority.

D.E. Gemmill chose an image of their traffic control marking experts hard at work. The employees look capable and the photo also highlights the brand’s equipment. The truck moves off to the left of the screen, creating a sense of motion and work ethic.

4. Choose High Quality Images

You may know the exact photograph you’d like to use, but when you blow it up to full screen width, it’s a bit fuzzy. Always choose sharp, high-quality photos over anything else. You may need to reshoot the photo in a higher resolution, or go with a completely different selection.

At the same time, you must optimize pictures so your site loads as quickly as possible. Use a high resolution, but compress the image. Test your pages load times to ensure your speed is up to par.

5. Add a Video

A still shot grabs interest, but a video hero image tells an entire story. You can share moments of action, inspire users with what they might gain from a product and set a unique tone for your site.

As with any image you choose, make sure the footage is relevant to your industry and your business in particular. Ideally, you’ll hire a videographer to shoot and edit a clip to use in the background of your website’s header.

Ag America offers lending to farmers. They take a moment to highlight some of the hard work farmers do in a day, showing tractors, a farmer walking the field and a close look at crops. Their target audience will see they understand the business at hand and be much more likely to trust the company with their business.

6. Remember the CTA

Your call to action button (CTA) must stand out against the hero image. You can choose the most interesting photograph in the world but if you don’t ask users to take the next step, you risk losing them to the competition.

First, your CTA button should be a color varying from the rest of your color palette. Many companies use a vivid orange, red, blue or green for their CTAs. Second, you should tweak the size, position and language on your button to see what performs best with your target audience.

Test and Retest

Try different images, headlines and CTAs on your website. Conduct split testing to see what performs best with your audience. Even a change of the wording on your CTA can make a difference in your conversion rates.

Try different options and test after each change. Over time, you’ll find the perfect selection for your users. If you want your site visitors to respond with action, you must tweak every tiny aspect of your page, starting with your hero image and moving on to what sits atop it.

Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.