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The appearance and functionality of your B2B website can greatly impact user experience (UX) – and trickle into all of your B2B marketing efforts. That’s why it is essential to understand what users need when navigating your website. Keep reading for 11 B2B web design trends that you should start incorporating today.
B2B web design – the process of designing, developing and updating your website – plays an integral role in B2B marketing. The goal is to provide users with a positive brand experience and convert website users into leads. In fact, 94% of first impressions on a website are based on its visuals and designs. Web design plays an important role in UX and the potential success of your brand.
Web design isn’t just about creating a website. There are many moving parts to consider. SEO, visual design, accessibility and many other components make a website well functional. And by functional, we mean for both you, the business, and end user.
To do this, a web designer must stay on top of fast-changing trends, which can be challenging. But our team is here to help! Check out these 11 B2B web design trends to watch for in 2023.
11 B2B Web Design Trends to Watch for in 2023
- Parallax Scrolling
- Short-Form Video
- White Space
- Data Visualization
- Integration of AI
- Micro Animations
- Dark Mode
- SEO Native Design
- Privacy and Data
#1. Parallax Scrolling
Parallax scrolling is when the background of a webpage moves at a different rate than the foreground as a user scrolls, creating an illusion of depth and guiding users down the page.
However, use it with caution. There is a time and place for it. Adding parallax scrolling to your site should be with the intent of helping the user. What do you want your user to know and feel when they experience certain areas of your site? Adding parallax scrolling to your entire site without the intent of “users first” can be distracting.
#2. Short-From Video
Did you know that the average attention span of a human is 9 seconds? That’s the same attention span as a goldfish! That’s why short-form videos are becoming the most popular type of content – they can hold people’s attention. Videos should be between 30-60 seconds, aiming to grab the user’s attention within the first 30 seconds. Incorporating video on your website can dramatically boost engagement and potential leads by improving SEO, brand visibility and UX. It is a way to provide your users with information in a visually entertaining way.
#3. White Space
White space is the unmarked area around web design elements such as text and graphics. Including white space on your website helps pages flow and stay organized.
It also helps users with readability and can be used to emphasize important information about your brand.
Accessibility is not just about meeting technical requirements. It’s about your users. Your website should follow WCAG 2.2 or WCAG 3 requirements. This means your website content should be accessible to everyone regardless of who they are and what device they are using. In addition, content should be perceivable, operable, understandable and robust. Some accessibility features include but are not limited to:
- Image Alternative text
- Keyboard Accessibility
- Captions and Transcripts
- High contrast colors
- Text to Speech
Making your website accessible makes your content valuable and paves the way for a great UX. Not sure if your website meets accessibility requirements? You can use this guide to help or check out this web accessibility solution, acessiBE.
#5. Data Visualization
Data visualization is the presentation of data through visual representation. This include maps, charts and tables. Remember, choose the type that will best help users accurately interpret your data. In 2023, data visualization will become more interactive, allowing users to explore and experience data in ways that enhance their understanding of site content.
#6. Integration of AI
An important part of B2B web design is understanding what your users need. That’s where AI comes in. Today, chatbots, voice searches, virtual assistants and many other forms of AI bridge the gap between users and automation. It is predicted that by 2025, AI will power 95% of all customer interactions. Implementing AI is a win-win for your business and, most importantly, your users. On your business side, AI increases employee productivity and reduces human error. On the user side, AI meets each user’s needs by providing a personalized experience.
Less is more – even for web design. Making your website simple and clean enhances the functionality of your website. This may include fewer images, text with room to breathe, fewer animations and softer colors. For your business, it helps with organization, increases load speed and can emphasize messaging. For users, it helps with the readability and navigation of your site, allowing users to have a smoother experience.
#8. Micro Animations
The minimalist desire doesn’t necessarily need to completely ignore animations. Micro animations are a great alternative to add dimension and excitement to your website.
For example, hero text expanding outwards on the home page. But like parallax scrolling, this is not a feature to use carelessly. Micro animations should represent your brand and help users comprehend your website in a visually engaging way.
When animations are applied without intent, it can be distracting for the user. On the other hand, using micro animations with care in 2023 can excite users about your brand.
#9. Dark Mode
As you’re reading this, your phone and computer are probably in dark mode. But did you know that as a web designer, you can apply this feature to your website? Dark mode emits low levels of light, saves battery, reduces eye strain and is better accessible for your users. Of course, creating this feature would consist of technical actions like changing the interface.
Dark mode will remain a favorable feature as it becomes more prominent in the technology we use. In addition, providing the options for users to switch to dark mode makes their experience with your brand more personable.
#10. SEO Native Design
I’m sure you’ve noticed a common thread from each of these trends – UX. Web design relies heavily on constantly evolving SEO to provide exceptional UX. SEO is evolving in many ways, such as focusing on mobile-friendly sites, content quality and emphasizing user intent and focusing. These come together to effectively transfer information from your website and eliminate website clutter to provide a smoother UX.
#11. Privacy and Data Security
Privacy and Data Security are about going beyond the bare minimum. In 2023, GDPR will still be urging companies to put user privacy first. This involves minimizing cookie usage, opt-out tracking and only capturing necessary information. Creating privacy policies and opt-out pages in 2023 will give your company a competitive advantage. It also allows for a more comfortable and trusting experience for users.
Conclusion: Web Design Will Enhance UX in 2023
The last thing you want is for your website to look outdated or function in a frustrating way. Implementing these B2B web design trends will help you at the very least stay current with the industry or, even better, be ahead of your time. It’s all about putting your users first and delivering exceptional UX. The conversions will follow.