How to Build a Marketing Plan that Results in Website Conversions

Creating a wireframe for a website by hand, using pen and paper.

Creating an amazing website for your B2B store doesn’t have to be as hard as you’d think. Many people simply overthink the creation process to the point that they make things much harder than they’re supposed to be. The best way to avoid making the B2B website design process overly complex lies in adopting a customer-centric mindset.

In order to help you build the best website possible in the eyes of the consumer, we’ve put together a quick guide on all that you need to know. Let’s take a look.

The basics of building an effective B2B website design: A change of mindset

There’s no doubt that a successful, conversion-generating B2B website has to look as aesthetically pleasing as possible. Effectively designing one, however, requires a mindset that goes beyond mere surface-level qualities. 

The best B2B website designs are held up by a strong backbone. Just a glance will make it clear that the designer has undergone extensive planning of the structure, content, layout, and optimization. Ensuring that your B2B website has functionality that goes beyond being an online brochure requires a mindset that is meticulous in nature. Therefore, make sure that you watch out for even the most minute of details!

What constitutes an effective B2B website design? 

An effective website is one that is optimized for generating leads and conversions for your business. It should display properly utilized design principles and careful planning. All effective B2B website designs are able to consistently generate enough leads for business growth at stable rates. In order to put an effective B2B website design together, here are the different elements you’ll have to work with (and how you can optimize them for effectivity): 

DETAIL #1: The overall design

The initial design process must be executed in a detailed manner, which means that you’ll have to properly and fully wireframe and write your pages before even getting to the actual design. Fast People Search says that “working with real copy and wireframes will help you flesh out the customer journey before producing the final product.” Wireframes can vary between low and high definition, but they’re a lot easier and cheaper to work with (as compared to full designs) and can be edited easily for layout and copy changes. 

Close up of a homepage wireframe for a website
Simply creating a wireframe by hand using pen and paper is a great way to get the website design process started.

DETAIL #2: The homepage 

The design of a B2B website’s homepage can mean the difference between converting customers and chasing them away. After all, your homepage is essentially the storefront of your website. If you have a poor homepage design, then prepare to lose all (if you have any) potential sales that you have gotten. The online fax service iFax says that “the first impression your website makes is vital for generating conversions.”

Getting the homepage design right often requires paying a huge amount of attention to the header section. After all, it is what visitors’ eyes are first drawn to and plays a huge part in whether or not they decide to stay.

Digital marketing strategies courses by The Digital Marketing Institute say that “another crucial detail that you have to watch out for in your homepage design is the value proposition, which acts as a sneak peek that visitors can use to gauge whether or not your website is worth their time.” The value proposition requires concise and convincing copy that reels in a user’s attention, cater to their curiosity and tells them all they need to know about what your business does and how it can help them.

DETAIL #3: The details

Effective B2B website creators go beyond the homepage and overall website design. They also pay attention to the minor details that help make your online store what it truly is in the eyes of your visitors. To help boost your site’s advantage, here are a few details you should implement in your B2B website’s design:

  • Differentiation: Should your B2B website’s design pass the blink test, make sure to follow up and encourage your visitors to move further down the funnel by telling them why they should pick you out of everyone else.
  • Proof: The best way to make your business’s point and showcase your ability to fulfil a visitor’s demand is to show them what you’ve done for your past clients. You can do so with testimonials and case studies.
  • Calls-to-action (CTAs): Another great way to ensure the success of your B2B website design is to make sure that it guides customers to take the action you want them to take. CTAs help with facilitating the journey of a visitor on your website, allowing your business to generate higher conversion rates and visits.


If your B2B website doesn’t convert, you aren’t going to be in business for very long. Pay special attention to your homepage, details, and overall website design to ensure that customers are provided with everything they need. By doing so, you are giving them every reason to buy!

If you’re looking to hire a digital marketing agency to help you with your campaigns, Longhouse is your best option. Get in touch with us today to see how we can help.

Picture of Austin Mallar

Austin Mallar

Austin Mallar is the lead technology consultant at Longhouse Media. Since a young age, Austin has had a passion for all things tech, always taking it upon himself to understand how complex processes work. Austin has always been a disciplined learner and strives for perfection. From the young age of 12, Austin made a name for himself as a popular guitar YouTuber. Bringing his perfectionist mindset and aptitude for mastering complex systems Austin serves clients as our lead tech consultant. Austin is a veteran of the Computer Information Systems program at the University of the Fraser Valley. His main concentration of study is internet security, a surprisingly under-looked area in today’s Internet of Things day of age. Austin hopes that his academic background and problem solving skills will benefit businesses looking to leverage the internet, software and other technology to their advantage.

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About Longhouse Media

Longhouse Media is a Canadian business located in Vancouver, British Columbia that serves new, growing and established businesses.   Longhouse provides customers with synergistic digital solutions that add value to businesses and personal brands.  We keep up to date on the latest technology and growth strategies so you can focus on running your business! Some of the services we offer are: websites, digital advertising on platforms such as Facebook and Google Adwords, social media management, video production and graphic design.

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