73% of companies invest in web design to differentiate their businesses from the rest in their industry.
In the increasingly saturated B2B and B2C tech spaces, this differentiation in design can help companies increase their visibility, directly impacting their brand awareness, retention and customer journeys.
Add to it the fact that 94% of negative feedback about websites is design-related and you get the picture of how important it is to learn from the best web design examples and apply the knowledge to your brand.
Before we look into the best tech websites of 2020, let’s go over the web design practices to apply this year.
These practices served as our selection criteria for the B2B and B2C tech websites you’ll find below.
Web Design Practices Tech Brands Should Adopt In 2020
Some of these best web design practices arose from the circumstances dictated by SEO, user behavior and advances in technology. Others are “evergreen” and are becoming more important than ever – for the same reasons.
In any case – best tech websites abide by them because they guarantee more success.
Consistent Website Branding
Consistent presentation of a brand increases revenue by 23%. (Source: LucidPress)
Websites that do not have consistency in visual branding are all over the place and may even stress visitors out as a result. The user will have a hard time focusing on the website’s purpose and services while trying to navigate through too many colors and images.
A rule of thumb that will never go away, for both B2B and B2C websites, is to use only a few predetermined brand colors, logos and fonts across the entire website. This applies to images, videos and other forms of content. A good way to instate branding consistency in web design is to create and follow the brand book.
Personalized CTAs convert 42% more visitors into leads than untargeted CTAs. (Source: Delhi School of Internet Marketing)
Once a website is successful in attracting qualified leads, an important goal steps in: telling prospective customers what you offer and enticing them to complete an action.
This conversion by completing an action can be anything from signing up for newsletter, over downloading an ebook to purchasing the product. That’s what strong calls-to-action (CTAs) should motivate users to do.
The most effective CTAs should be an integral part of web design. Best CTA practices say they should be striking and bold in design and positioned at a place in the overall layout that makes sense depending on the action. For example, “Learn More” button can be higher up on the web page, while “Contact Us” button should be near the bottom of the page after the user has gone through the educational content first.
Fast Page Load Times
Making pages load two seconds faster can boost conversions by 66%. (Source: ConversionConference)
47% of visitors expect a website to load in less than 2 seconds and 40% of them will leave if the loading takes more than 3 seconds.
Website loading times must be kept minimal, which can be a big challenge as websites get bigger and more complex. There are certain things website creators can do to keep loading times fast:
- Enabling compression: Compressing images and code can reduce the size of files a website is sending over the network.
- Reducing plugins use: The more plugins a website uses, the more it takes time to load. Despite the features they can bring, plugins should be kept at a minimum.
- Using browser caching: This stores cached versions of the site’s resources which improves the page load speed significantly.
- Implementing a content delivery network (CDN): This sends static files such as images to servers that are close to the user’s location, making the website load quicker.
- Reduce image size: Images contribute to over 60% of the website’s weight. Optimizing images for a website can reduce their weight up to 70%.
8 out of 10 consumers will stop engaging with a site if its content doesn’t display properly on their device. (Source: Ironpaper)
Mobile-friendly and responsive design has been a standard requirement for websites for years now, but it’s never been more important than in 2020 when 50% of all internet traffic happens on mobile devices.
Responsive design keeps the best tech websites from appearing unorganized, cluttered and difficult to navigate on mobile devices. It automatically adjusts your website to the device, screen size and browser. It improves the UX and UI, making it possible for users to easily find the information they need on smartphones and tablets.
User-Friendly Navigation And Positioning Of Elements
Users expect websites to be clear and simple when it comes to navigation so that they can find what they are looking for as quickly as possible.
One of the best web design practices of this year will be optimizing the navigating experience for your users and making the most important content more accessible. Here are some things you can do to make this happen:
- Keep your menu concise and located at a header: The majority of websites have their main menu located at the top of the page because it is most visible at that position. Also, there shouldn’t be more than 4-6 menu items, so that visitors don’t feel overwhelmed.
- Use breadcrumbs: These let users know where they are on your site and are very useful on eCommerce and other sites with lot of pages, categories and subcategories.
- Keep contact info and search field near the top: 44% of websites have the contact button in the top right corner of every page.
- Make your value proposition stand out: 80% of B2B websites place their value proposition high up on the home page, so as to explain their value to visitors right away.
- Use your site’s footer according to people’s expectations: Site footers are a common place for a sitemap, legal, privacy and copyright info in the footer, as well as a sign-up and email subscription forms.
- Add sticky “back to top” buttons: They allow users to scroll down or back up your site’s page very quickly.
People can recall up to 65% of information that is visually depicted for a period of 72 hours. (Source: BrainRules)
Most users prefer to look at visual content rather than read the text and high-quality photos can help your audience digest your content much more easily.
Amazing photography can:
- Generate more visits and views to your site
- Increase user engagement
- Boost site’s page dwell rates
- Decrease bounce rates, which improves ranking
- Create a bond between your brand and your customers
This way, great photography can contribute directly to one of the most important objectives of the best tech websites, which is converting leads into customers.
6 Best Tech Websites To Inspire Your B2B Brand In 2020
Here’s the breakdown of B2B segment’s best tech websites that stand out from the rest for their smart use of design elements that place their services and offers at the core.
Achievers is the employee engagement platform whose website is cutting-edge in terms of multimedia it uses and the way it leads prospects down the home page to the conversion “Request a demo” button.
Prospective buyers get to learn their value simply scrolling down and finding learning material presented in a clean and sleek way. On Achievers’ Services page, the brand addresses the question of translating work into tangible ROI and provide proof that they have the solution for that.
The main menu is fixed and stays on the screen as you scroll down. A red “Demo” menu item pops out effectively. Using a simple color scheme and a lot of white space makes videos, CTAs and content elements pop out in compelling fashion.
The lesson: With not a lot of experimentation, Achievers proves that a fairly typical B2B site structure and design are often the best options. They use several trendy elements, such as big photography, white space and strong CTAs in just the right doses to create a well-balanced user experience.
By using striking pastels palette, Batterii makes the submission form on the first screen of the home page stand out. Adding to this directness and immediacy is a very streamlined navigation menu pointing to pages that provide more value proposition.
Scrolling down, colorful scheme divides blocks of content that give insight into consumer communities, a simple three-step “How it works” piece and a list of B2B partners using this product.
Prospective buyers are able to identify the brand’s purpose and the way it delivers solutions in a matter of seconds. Their entire copy is focused around the methods Batterii provides solutions – and the web design serves that purpose very effectively.
The lesson: The unrestrained color scheme works two-fold: as the brand’s aesthetical statement and as a means of steering attention to content segments such as submission form and different value propositions.
Rocka’s job is to help businesses and startups launch their digital enterprises – and what better way to convince prospects in the effectiveness of digital than with a beautifully designed website.
The site uses no white space whatsoever and instead focuses on huge elements that cover entire screens. It combines photography with bold colors and minimalistic animation of geometric shapes.
Each solution and value proposition is accompanied by a specific image, color and feel as the user scrolls down to subscription and contact form conversion points.
The lesson: Rocka was nominated for Awwward in design, creativity and innovation for the way the website uses design and language to explain services in the most direct and memorable way.
Defy the Current, or D.FY, uses captivating videography to emphasize the quality of their digital products that include video production.
The visually engaging home page uses videos to help drive home the point of who they are as a brand. This use of videos against the entire background of a site is a trend that is taking over and which is replacing the written content at this site section.
An animated selection of works awaits when a user scrolls down, surrounded by white space that focuses the viewer’s gaze on the portfolio.
To make room for this eye-grabbing content, the website uses streamlined navigation in the form of a hidden menu on the right-hand side that unfolds key links across the entire screen.
The lesson: CTAs can exist on more than one place on a home page, not just the footer. Businesses can put them at the first fold for prospects who are already familiar with the product and just want to use it as a shortcut to get to the product’s purchase page or any other conversion point.
Asana’s website is an exercise in minimalism and white space put to great use – for better placement of CTAs and educational content.
The first fold on the home page explains what Asana is and invites prospects to try it for free. An engaging animation follows that showcases the product in action, a demo video and client testimonials.
This website is doing great at leading their prospects through the conversion funnel and optimizing their learning process for the conversion to take place.
The lesson: Websites for products that have a lot of functionalities and features like Asana should have as little visual distractions as possible. This brand uses white space to emphasize the most advantageous parts of a product and the quick educational material.
Similarly to Asana, Quid uses minimalism, but with a twist called – dark mode.
Their site follows the mantra of less is more and steers clear from any clutter. Although it is a rarity for a B2B brand to adopt a minimalistic approach, it greatly improves the user experience because it boosts readability and reduces page load time.
The value statements and educational copy – accentuated with brightly colored graphics that complement the dark background so well – lead the prospect down to the footer where there is the Request a Demo button.
The lesson: It’s easier to draw users’ attention with less content on a page, because the content that is there becomes more impactful through simplistic design.
6 Best B2C Tech Websites That Are Wowing Customers In 2020
Amazing design, creative use of space and devotion to user experience – these are the common traits of the best B2C tech websites.
Brands of Apple’s stature don’t need explaining. That is why this technology giant eliminates excessive copy and focuses, instead, on visuals such as videos and images.
Users associate Apple with qualities such as cleanliness, inventiveness, streamlined design and high-end functionality. Their website echoes that: relying on top-notch photography of its products, it is efficient in showcasing the items making the buzz. Their users go to their home page with clear intent, knowing what they’re looking for – and Apple delivers it all right on the home page.
The main menu is very unobtrusive, crisp and minimal, following the trend of low-key navigational elements making space for value proposition content.
The lesson: Recognition and confidence; Apple’s website design relies on brand reputation and recognition to do all the talking and reduces over-explaining copy to a bare minimum. The design follows the philosophy of Apple’s sleek products to the T and is immediately recognizable.
Fugoo produces, advertises and sells a very particular product: waterproof Bluetooth speakers for outdoors.
Fugoo’s captivating eCommerce site is using the power of high-quality photography to capture the essence of its brand: the high-end speaker which is set in diverse locations around the world. This helps convey more than just a message about a good product – it communicates a lifestyle.
The brand’s website is experiential and conversion-friendly. Photography, mixed with white space to emphasize the qualities and primary traits of a product, as well as the use of video of it in action, create a content-packed home page – in a very non-overwhelming way.
The lesson: Purposefuleness and focus; Fugoo’s brand-first approach and prominent use of blogging on their decidedly visual website has been the source of great credibility for the company and a major driver of their success, according to the CEO, Gary Elsasser.
A producer of wireless sound systems, Sonos is one of the most respected B2C brands in its industry and this reputation naturally progresses to its website which is all about strong, immediate CTAs, large images and intelligent use of hidden menu.
Visually driven and clean, Sonos’ website steers attention to the product-focused imagery and buyer journey. The first fold has two CTAs, “Watch the Video” and “Learn more”. A selection of products categorized according to rooms and environment follows. Further down below, the company’s auditive expertise and value propositions educate and convince the prospect of the product’s worth.
In the top left corner, a minimal menu opens across the whole screen with a click to unveil product categories, learning and support center and a listable choice of featured speakers.
The lesson: Simplicity and directness; Sonos website is a mixture of high-value messaging, direct CTAs and a clean layout that lets products take the center stage with their imagery. It speaks, through design as well as the tone of voice, that it understands its audience as well as it understands its products.
Amazing photography, delicate use of colors and very compact use of space is what makes Skullcandy’s mobile-first website.
The brand creates audio devices, most notably headphones, that are sonic experiences rather than a product. What makes this brand’s website different is that their home page showcases fewer items and focuses on several key offers only – before a newsletter sign up proposal appears at the footer.
A site makes a compelling value proposition to all who sign up: the exclusive access to athlete stories, performances and limited-edition products.
The main menu is so minimal it points to only two other pages: the wildly colorful 12 Moods with types of products listed according to their corresponding months and the contrastingly clean eShop.
The lesson: Uniqueness and stand-out quality; Site’s 12 Moods section is a great example of brand and product blending together to – helped by the stunning design and sharp use of color – create an experience that is greater than the sum of its parts.
Sony is one of the longest-standing producers of electronic equipment that has successfully diversified its product offering and the dark, cutting-edge website shows it.
The minimal menu navigation makes way for a grid of photos, videos and brand’s social media posts in different sizes. This uneven layout adds an air of dynamism and creativity while letting certain items be emphasized over others, giving them a sense of priority.
The drop-down menu opens up a full array of product categories on hover, while even certain menu items are presented as images rather than text.
The home page relies on photography of items with a discreet yet effective copy. Same as all entries on this list, the website is fully responsive and adjustable to any screen size or device.
The lesson: Resourcefulness and creativity; Sony’s lesson makes a case for striving to present as much as possible to the audience on a single page, without feeling cluttered.
6. Native Union
Native Union makes and sells hi-tech accessories and the most noticeable thing about their website is the carousel/sliding banner that rotates images as well as videos that have respective CTAs.
This adds a dose of interactivity and greater accessibility because users can navigate to these pages very easily. Since this is another B2C tech brand that relies on visual aspect of its products, the imagery is much more present and more engaging than the copy.
Elements such as sticky back to top and go down buttons and interactive hotspots on images that explain products boost the user experience. The hidden menu contains categories and subcategories that are revealed without skipping to another page.
An additional benefit is that icons are used for users to easily identify what they will be clicking on.
The lesson: Interactivity and economy; The economic use of space makes it possible for several types of media to coexist in the same position of the site. Images can provide more than just eye candy with hotspot elements that reveal product info.
7 Web Design Trends That Will Make Waves In 2020
Web design trends may come and go – but these are here to stay all throughout 2020 and, quite possibly, beyond. And all the best tech websites listed above use them!
1. Dark/Night Mode
More and more apps and email services have implemented the “dark” or “night” mode over the past year. Best tech websites are jumping on this dark aesthetics bandwagon in increasing numbers as well.
The reason why dark interfaces are gaining popularity is that they complement the other big trend in web design that we will talk about: bright colors and luminous accents. They also make for a readable design when paired with easy-to-read typography that pops.
2. Immersive 3D Elements
As 3D technology makes leaps and bounds and its price tags drop, immersive 3D that draws users in is going to feature much more prominently on websites from 2020 onwards.
It’s now much easier to create 3D technology that immerses all senses into the experience. The hyper-realistic 3D will be taking up the websites’ entire screens not only for the visual and aesthetic effect. This also improves the user experience as it encourages users to stay longer on the website and prolong their page dwell times.
3. Minimalism And White Spaces
Minimalism has been very trendy in web design for some time and it’s not going away any time soon.
This classic aesthetics keeps evolving, so in 2020 it will be complemented with big quantities of white space. The reason why this trend in web design will work beautifully with the best tech websites is that it lends elegance and high usability, making them very easy to navigate and keep the focus on.
4. Photography And Graphics Collage
To create memorable visual experiences, web design trendsetters use amazing photography and combine it with custom graphics.
This collage technique opens up many creative possibilities and adds a touch of personality to a brand using it. It can lend a special charm to photography that may otherwise be bland on its own. It can also enhance the imagery and improve the communication of tech concepts by providing information and other attributes of value.
It is important to stay on course with your brand consistency when using this trend and match the style of these custom visuals with your brand’s visuals.
5. Vivid Color Schemes
The best tech websites in 2020 will use bold, bright, vibrant and luminous!
Highly-saturated hues are all the rage, and they will combine to create futuristic color schemes that glow and make content elements pop. Web designers will use these color pairings strategically to mix neons and electrifying shades with muted and more conservative backgrounds for an eye-catching effect.
In 2020, websites will be using the duotone web design that relies on neon colors against contrasting, stark backgrounds. Quirky color schemes can be very effective for websites opting for this, especially when they’re swimming in a sea of competition using minimalism and white space.
6. Liquid Animation
Animation is already an unmissable part of every stand-out web design. To take this to the next level in 2020, there are water-like movement effects.
Liquid animation can work on its own to immerse users in the design, as a way to transition videos or as a hover mouse effect over clickable elements.
Some websites use it to bring a motion to static pages, others use it on specific elements such as headlines and pieces of text. Web designers need to execute this technique perfectly so that it runs smoothly and as realistically as possible.
7. Minimal Navigation
Streamlined, minimal navigation is a trend that’s replacing the robust navigational elements such as main menus
The reasoning for using this type of navigation is that less navigation creates more space in which users can engage with the design. It also makes more room for content and messaging.
The most common type of minimal navigation is hiding the menu items inside the icon which opens the navigation menu into a list of options only when users click on it.
Takeaways On Best Tech Websites
Best tech websites of 2020 do more than just follow and apply the latest web design trends successfully. They also use the best design practices, both current and evergreen, to create the user experience and brand consistency to match the visuals.
If your business belongs in B2B technology vertical, your website should
- Use text and copy resourcefully and strategically
- Have impactful, clear and bold CTAs
- Use colors to enhance the messaging and underline certain segments
- Act as an educational stage of a conversion funnel to convince prospects, with videos, animations and value propositions
On the other hand, B2C tech websites should strive to
- Make way for content by keeping navigational elements minimal
- Have the best photography of products as possible
- Avoid clutter by using sliding banners and similar features to showcase multiple items
- Use white space to emphasize certain sections and hottest offers