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Web design for B2B and B2C are different due to the goals and psychological peculiarities of their audiences. However, both of them consider a website as the most appropriate place for a sales presentation to a target audience. The website can tell a lot about the company, its culture, expertise, reputation, and authoritativeness. It is the first place a prospective customer will check to learn more about a company. So, it should have a top-notch design.

In this article, we will overview the top seven biggest trends in the B2B website design for 2020. Are you an entrepreneur, marketing executive, designer, or even a developer who wants to learn how to make a B2B website more appealing? Keep on reading.

Illustration by Leo Natsume

As one of the hottest graphic design trends, digital illustration offers uniqueness by default since it is difficult to repeat, so it helps a company stand out from its competitors. Illustrations set more emotional communication between a brand and customers if you use them in B2C web design. However, the B2B audience is less frequently driven by emotions, so in B2B web design, digital illustration performs many other functions.

Digital illustration on a B2B website adds more personality to the company’s visual style. It manifests that a company stands for creativity and can offer unique solutions for businesses that will become its clients and partners. Moreover, the illustration makes a website stand out from competitors on the web, make the user experience more immersive, and memorable. It can help create a lasting impression on the prospective leads.

One of the most engaging design trends is isometric illustration. It is a perfect fit for a B2B website since it looks more straightforward, features clean lines and angles that are usually associated with logic, reliability, and transparency in collaboration.


Animation by Aslan Almukhambetov for Explain Ninja

Similar to digital illustration, animation brings more style to website design. Using animation, you can demonstrate complicated concepts and transfer complex information about your SaaS products or services in the easy-to-digest form.

Animation helps businesses spice up their online image, breathe life into flat illustrations, and make the client interested in creative approaches, which a company can suggest to him/her.

There are many practical uses of animation on a B2B website. For example, you can design an animated mascot that helps users navigate on a website or tells about the company’s history, reputation proved by previous customers and describes services in a nutshell.

On a B2B website, you can place a short animated scene that depicts the interaction of the client and a company, the process of their collaboration, and successful outcome.

Another excellent idea is to produce a short animated video about a company and its solutions and use it as a website background under the header. B2B companies can use animated explainer videos on their websites to tell prospective clients how they can use particular digital products or services. It helps leads get a quick idea about how your company operates and what it offers.


Microinteraction Design by Oleg Frolov

The magic of microinteractions is stunning. It makes the web user experience more exciting and interesting. Do you remember a slight change when you hover over any website element or a button? It is a microinteraction.

From the most straightforward types, like the color change of a button, to more complicated ones, like the change of the angle of view, microinteractions vary and can make your B2B website look more alive.

They make the user’s time spent on a website more enjoyable and eliminate negative user experience while something is long-loading on a website or if any other slight issues occur there. For example, if a web page is loading longer than it should be, in the meanwhile, you can show an animated countdown to entertain a user. It also helps users feel “more control” over a browsing process which can significantly improve the overall web experience.