5 UX Mistakes That Cost B2B Conversions

Summary

Hello there! Kevin here!

In today’s newsletter, we will go over:

• How to see what Google thinks about your website.

• What “above the fold” means and its importance in B2B websites

• How many buttons your website’s primary navigation should have.

• 5 UX mistakes that costs B2B conversions.

And much, much more…

Top Links of the Day

• Interested in seeing what Google thingk about your website’s performance? Run it through this tool (link).

• Color psychology and how to use it in your business (link).

Web/Brand Tip of the Day

Did you know the term “above the fold” came from the newspaper industry referring to the most important real estate on a newspaper? Read about it below!

Tweet of the Day

Deep Dive: 5 UX Mistakes That Cost B2B Conversions (And How to Fix Them)

Your website is one of your most powerful tools for converting leads, but even small UX (user experience) mistakes can create friction that drives potential customers away. Here are five common UX pitfalls B2B companies often fall into—and actionable tips to fix them.

1. Overloading Users with Too Much Text

Imagine landing on a website only to be greeted by a wall of text. It’s overwhelming and makes finding key information difficult. In the B2B world, where buyers often skim to find relevant details, this is a conversion killer.

Fix it: Break your content into bite-sized sections with clear headings. Use bullet points and visuals to make the information scannable. Focus on answering one key question per section and cut any fluff. Remember, clarity and brevity win trust.

2. Hiding CTAs Below the Fold

Your call-to-action (CTA) is your website’s north star. Hiding it below the fold (the part of the page users must scroll to see) makes it easy for visitors to miss, especially if they're skimming.

Fix it: Place a prominent CTA above the fold on every key page—whether it’s “Schedule a Demo,” “Download the Whitepaper,” or “Get Started.” Reinforce the CTA throughout the page for longer content, so it’s always accessible.

3. Making Forms Too Long

Lengthy forms are a major reason potential leads bounce. No one wants to spend 10 minutes filling out fields that seem unnecessary.

Fix it: Audit your forms and strip them down to the essentials. What information do you absolutely need at this stage of the funnel? You can always collect additional details later. Tools like multi-step forms can also make longer forms feel less overwhelming.

4. Ignoring Mobile Optimization

Did you know over half of web traffic now comes from mobile devices? Yet, many B2B websites still deliver a clunky experience on mobile. Pinching, zooming, and slow-loading pages frustrate users and kill conversions.

Fix it: Make your website mobile-responsive. Test it on different devices to ensure pages load quickly, forms are easy to fill out, and navigation is seamless. Tools like Google’s Mobile-Friendly Test can help you identify and address problem areas.

5. Using Generic Stock Photos

First impressions matter, and generic stock photos send the wrong message. They can make your brand look impersonal or insincere, which is especially damaging in the B2B space where trust is crucial.

Fix it: Invest in professional, branded imagery that reflects your company’s unique identity. If that’s not feasible, choose stock photos that feel authentic and align with your messaging. Avoid clichés like the infamous handshake photo.

Why This Matters

Your website is often the first interaction potential customers have with your brand. By avoiding these UX mistakes, you’ll create a smoother, more engaging experience that guides visitors toward conversion.

Not sure where to start? Let’s chat. We help B2B companies design websites that not only look great but also drive results. Reach out today!

How I Can Help

1. I have free guide that shows you exactly what to put on your website for maximum conversions (link).

2. If you are looking for a website or brand redesign - Book a call to learn how I can help. I have worked with companies up to $50m in annual revenue, achieving immediate lead generation (link).

3. If you are looking for general ongoing web, brand, or graphic design support, learn more about our monthly unlimited design subscription (link).

Or, you can just reply to this email.

I reply to absolutely everybody who replies to me.

Poll

Tell me what you think. I always want to make these newsletters as useful as possible.