website redesign

Your website is both your online identity and how you make a first impression. And if you aren’t reaching the right audience or any audience at all, it’s time to consider redesigning it. There are many reasons to redesign the website, from SEO to basic marketing. After all, your website is one of the foundational pieces of your marketing strategy.

But redesigning your website is no small task, especially for B2B businesses. It requires a great deal of thought, time, and potentially money.

Fortunately though, website redesign doesn’t always mean changing everything on your website or hiring an outside development company. It can be as simple as adding functional modifications that help your site work better.

2016 is all about the ongoing evolution of existing trends, and a few new concepts, as well. Below are eight B2B website design trends to get you well on your way to your best site ever.

1.) Minimalist design

Businesses are starting to say more with less in order to hold onto their audience’s attention.

In 2016, B2B web design is moving away from complex, intricate designs to minimalistic designs that highlight a few essential elements. This means having fewer pages, while also boiling down the design, visuals, and information architecture to the essentials. is a great example of minimalist design. The layout, content, and visuals create a strong message and design that focuses on moving potential clients through the sales process.

2.) Customer service

In this era of unlimited choices and options, the biggest opportunity to stand out is by adding customer service options to your website. Many customers would rather spend more money for better customer service. And according to a recent report by insightsquared, 66 percent of consumers who switch to another company offering the same service do so because the first company had poor customer service.

This shift back to quality customer service is also influencing web design and digital marketing. You need to implement a holistic approach to customer service, accounting for everything from how prospects interact with sales on the front end of your site to how a customers interact with customer service on the back end.

3.) Creative typography

The interactive typography trend is two-fold. First, website design now needs to allow for the hosting of content such as white papers, e-books, webinars, podcasts, infographics, videos, and blogs.

The emergence of inexpensive or free web-safe fonts like Google Fonts and Adobe Typekit means B2B websites will see an increase in creative typography.

In combination with the latest Cascading Style Sheets, this will mean you will see a lot more creative typography on the web from appealing transitions to full-blown animations.

A good example of a site with elegant typography is Epicurrence, which employs minimal color and subtle parallax motion.

4.) Material design

Consider by some as the next step up from flat design, material design was developed at Google for use on Android devices.

Its principles have since been adopted across many mobile platforms, as well as in the design of desktop websites. Material design is an evocative standard with resources and best practices for designing for devices.

It improves the usability of mobile devices by making elements both easy and pleasing to use. This balance of form and function is achieved through layout, perceived dimension, and by assigning certain elements to layers either closer or farther away from the “surface” of the screen.

5.) Illustrations, not photography

In 2015, impersonal or uninspired stock photography dominated most B2B websites. In 2016, companies are telling their stories with friendly and relatable illustrations.

Illustrations create a personal connection with users because they’re engaging and fun. And it’s also easier for people to imagine themselves in illustrated scenes than in the often nondescript representation of most stock photos.

Sites like combine large background illustrations and animation to tell a compelling story. This combined with a clean and easy-to-navigate interface can be useful in B2B website design.

6.) Vertical layouts and scrolling

2015 may have seen the last non-scrolling websites be built. Customers are finding that it’s easier to scroll than to click. This is especially true on smartphones where scrolling is preferred to refreshing pages on slow networks.

Vertical layouts and scrolling have other advantages, too. For example, scrolling can be a great storytelling tool because it guides visitors from section to section until a goal is achieved.

7.) Podcasting, live streaming and video shows

Podcasts aren’t just for media companies anymore. Every business needs to figure out how to adapt their content to the format. After all, users can’t always be in front of their screens, but they still may want connect with your content. Podcasts are perfect for this, as your audience can engage with you while they’re commuting to work, washing the dishes, or walking the dog.

Live streaming and video shows also add a lot of value to your website. Consider streaming events, giving demonstrations and webinars, and hosting Q&A sessions. And since people are inundated with information all day long, audio and video are great ways to stand out and reach your audience.

8.) Streamlined design

Many of 2016’s web design trends focus on speed and efficiency. Website users expect more in less time. They don’t have time to spend 10 minutes searching for information— they need it immediately.

Increase the quality of your website and streamline its design. Eliminate filler and fluff content. Make your copy-writing intentional and focused on truly connecting with website visitors. And remember: everything on your new website should work together to move the user through the sales process.

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