B2B doesn’t mean boring: Why UX still matters in B2B tech sites

Even if your website is getting the job done, clunky navigation or slow load times could be costing you leads. Buyers expect speed, clarity and ease… and, of course, that includes B2B decision-makers.

73% of B2B buyers and big decision makers are millennials. And 74% of millennials expect businesses to offer a seamless experience across all channels. So, if your website feels like hard work, they simply won’t stick around. 

In this blog, we’ll discuss why it’s not just important for B2B websites to be clear, fast and user-friendly, it’s essential. Let’s get to it.

Misconceptions about UX in B2B environments

B2B websites are often clunky and dated. If they’re still converting, it’s understandable that some business owners are reluctant to make changes. If it’s not broken, why fix it?

But conversions don’t always tell the full story. You could be missing opportunities without realising, and your website might be part of the problem.

Let’s break down some of the assumptions that are holding B2B websites back.

B2B users only care about functionality and output

Dated B2B websites often prioritise functionality over aesthetics, because that’s what companies think their customers want. And, to an extent, they do; they want to find what they’re looking for easily. However, 94% of B2B users state that first impressions have a lot to do with a website’s design. If your site looks outdated, unclear or difficult to use, it reflects badly on your business.

Redesign is high risk

Many B2B websites are dated and were built by people who didn’t understand UX or design. And since their creation, layers of old content, tools, and functionality have stacked up until the site becomes hard to navigate.

A redesign might sound risky, but if it helps users get where they need to go, quickly, it is a risk worth taking.

Buyers will not be the ones using the product, so UX is not important

While it’s true that B2B buyers are often not the end user, they are still responsible for deciding whether your product or service is the right fit. If your website is clear, easy to navigate and feels professional, it reflects well on what you offer. A smooth experience builds confidence, makes your business look credible and increases the chances they will buy or recommend you to others.

The risks of bad UX

When UX isn’t considered properly on B2B websites, it can frustrate users and force them to look for solutions elsewhere. Here are some factors that contribute to poor UX and frustrate your customers.

Poor navigation

Put simply, if your website is hard to navigate, users will struggle to find what they need. Maybe there are too many options. Maybe there’s no clear way to filter products or content. Either way, that friction makes it harder for people to engage and easier for them to leave. Bad news either way.

Unclear messaging

What is it that you’re actually trying to sell? You’ll know first hand that B2B offerings are often very technical and can be complicated, so how well are you putting that across to a potential customer who needs your product or service, but might not be totally familiar with the subject area? 

Your copy should be simple enough for a beginner to understand but technical enough that you still look like an expert in your field. If it’s too complicated, users will seek similar products or services somewhere else.

Slow speeds

It’s pretty simple. Slow page speeds = high bounce rates. The longer a user is left waiting for a page to load, the more likely they are to give up and go somewhere else. That results in fewer customers and, ultimately, lost revenue.

Features that improve B2B UX

The good news is that most UX issues can be fixed without blowing up your entire site. Here are four areas that make a big difference.

Simple navigation

Consider your main navigation. Can you group things more clearly? Remove anything unnecessary? Add clearer calls to action? Simplifying your navigation can create a more positive and engaging user experience.

Quicker page load times

The optimum page load speed is under 2 seconds – anything longer than this and your customers start losing interest and begin looking elsewhere. Start by reviewing and optimising your Core Web Vitals because this is what Google uses to measure user experience. Optimise your images. Minimise scripts and reduce server requests. It sounds technical, but small changes can make a big difference to user experience.

Easy contact options

Not everyone wants to phone you, especially these days.. So, offer more contact options to suit a broader spectrum of customers including a telephone number, email address, contact form, live chat and social media channels where possible.

Trust signals

Making a purchase is a big decision and, especially in the B2B world, it needs to be the right one. Adding testimonials, reviews, security badges, compliance documents, specifications, customer reviews, test certificates and more improve your credibility. This can give your customers the confidence they need to be sure that both you and your product or service is right for them.

Better UX isn’t a nice-to-have, it’s a performance driver

B2B websites don’t need to be flashy. But they do need to be clear, fast and easy to use. That’s not just about aesthetics, it’s about building trust, reducing friction and making it easier for users to say yes.

If your site is cluttered, confusing or slow, the chances are it’s quietly costing you leads.

The good news? Most UX issues can be fixed without starting from scratch. From simplifying navigation to clarifying your messaging and improving page load speed, small changes can have a big impact.

We help B2B tech companies design websites that work for the people using them.

Take a look at some of our recent work, or get in touch to learn more about what we can do for you.

About the author

Daniel Williams

Head of Creative

Dan Williams is the Head of Creative at Reckless, specialising in UX/UI design and digital experiences that drive engagement and innovation.

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