B2B Usability Tips for Your Website

B2B usability is an extremely significant part of internet marketing. This is because a great type of investment is made by the B2B marketers in terms of money, time as well as efforts. All this is done in an effort to drive as many visitors as possible to their websites.

In order to obtain maximum internet marketing results, it is usually important for these marketers to understand and implement certain basic principles that are related to usability. This also helps to eliminate any possible obstacle that makes it difficult for prospective clients to take the recommended course.

B2B Usability Tips

There are several tips that are offered for marketers using the B2B usability in the websites. The following are the 6 most significant tips:

• Deal with the basic questions from clients first

One of the main complaints presented by clients is the availability of a large amount of marketing fluff. They experience a major challenge to have to read through this content. Customers always need an easy time going through your marketing information.

They have minimal patience and need to read through the marketing message that has been carefully created. They just want to use minimum effort to get the content that they require. Once they click into your site, they want to be certain that it is the right place, know what they can and cannot obtain from the website and ascertain that they can get the information they require and take the necessary action. Thus, the common questions that they tend to ask are related to what the company offers, what they can do on the site and the next step to take.

Efficient B2B usability requires that you make the task simple for them by providing the answers to these questions. This will give the prospective customers a sense of belonging and encourage them to search for more information.

• Make it easy to scan through the content

What you should know is that most of the prospects who visit your website do not intend to read but scan through the content. Therefore, the content should be easy to digest. This can be achieved through the division of the pages into separate segments that have headlines, which are highlighted and easy to understand.

With B2B usability you should ensure that you use an active voice, precise and actionable text at all times. In addition, you should use bullet points as opposed to having long sentences and make use of link names. These make a clear establishment of what the context is likely to achieve.

• Clearly make the navigation choices available

Quick orientation to a website is what most of the visitors want. This is because they need to understand where they are, the location from where they have come and where they should go. Here are some of the easiest recommendations that you can apply for efficient B2B usability:

  • Underline links on a consistent basis
  •  Indicate the links visited clearly with a different color for the visited links
  •  Be consistent with the scheme that you use for linking. You can use the same conventions to link in your entire site. With this, the visitors will recognize the elements of navigation immediately.
  • A breadcrumb trail is necessary above every page. It helps the users to trace the backup in the website hierarchy. An example of this is Home Diseases Heart diseases.

• Use a language that your customers understand easily

Majority of the companies make the mistake of using terminology that is meant for an international company on their websites. Make sure that you use the kind of label that is easy to understand. This refers to labeling that visitors can immediately understand. It should also be consistent with the terminology used throughout the industry.

Perform a sanity check if you are not sure about this. In includes letting a person with whom you have close relations to go through your company website. These may be a customer, colleague, friend or a relative to find out if they understand what the company offers.

• Make messages with intuitive errors available

The forms on your website should be as easy to fill out as possible. You can do this by preventing the occurrence of errors. The form fields that are compulsory to fill should be made obvious. There should also be field labels that are clear and to the point. Offer an example of a specific kind of format required in any of the fields.

For most of the audience, it will be important to highlight any errors using the red color. However, this may be a challenge for color blind individuals. Thus, it is important that in the event of errors, you also use extra formatting such as bold. With this, prospects are able to identify areas that need correction hence simple B2B usability.

• Make use of usability testing

Testing for B2B usability makes it possible to attract the attention of visitors since it provides insight immediately. This is in terms of their ease of navigation and their comprehension. It is also probable to look at how effective your message is in an unbiased manner. This is also in relation to the content, layout of the page, navigation, organization and labeling.
Some of the greatest advantages of these tips are that they are easy to implement as they make sure that visitors are able to get as much as possible from your website. In turn, you will be able to get the most out of your investment in search marketing.


Internet marketing has since become common and famous owing to its nature of convenience and efficiency. However, for it to produce the expected results there is a critical need for many customers to be aware of the different products and services being offered. These should be made present on the website, which subsequently needs a large number of prospective customers driven towards the site. It is with this that B2B marketing should consider the above listed usability tips and watch as there is increased traffic to their websites. You can also select one of the many reputable companies to conduct B2B usability studies for you.


Jessica is the Lead Author & Editor of UsabilityLab Blog. Jessica writes for the UsabilityLab blog to create a source for news and discussion about some of the issues, challenges, news, and ideas relating to usability.