The ROI of good design in B2B (beyond just looking good)

Design is often dismissed as a ‘nice to have’ and a final polish rather than a foundational element. But this mindset is where many B2B companies go wrong. Today, we’re debunking the myth that design is purely aesthetic. In reality, good design is a strategic asset that directly influences usability, builds trust, and drives revenue. It shapes first impressions, which is especially critical when you’re asking decision-makers to invest. Effective design does far more than just look good. It works hard, quietly and powerfully, behind the scenes.

Good design in B2B isn’t just about aesthetics; it’s a strategic tool that drives measurable results. By improving customer experience and streamlining communications, great design boosts business outcomes such as increased engagement, higher conversion rates, and a stronger brand perception. B2B buyers don’t have time to decode messy or unclear messaging; they need clarity, fast. Whether it’s a pitch desk, product brochure, or internal campaign, design helps eliminate confusion and sharpen your story. If your brand looks dated or inconsistent, it’s not just a cosmetic issue; it’s affecting how your value is perceived and how decisions are made.

The importance of User Experience

User experience (UX) is at the heart of effective B2B design. If prospects can’t quickly understand what you offer or navigate your content with ease, you’re adding friction to the buying process. Great UX reduces confusion, increases confidence, and guides users toward action. Whether that’s booking a demo, downloading a whitepaper, or signing a contract, a seamless, intuitive experience can be the difference between a deal lost and a deal closed.

Our approach...

Our holistic approach to the digital landscape means we take extra time planning the user experience from start to finish and how best the user interface can facilitate it. We offer specialised workshops that deep dive specially into creating the most efficient user journey possible from landing to conversion. But not just that, we want to know the information you need about the site, what functionality your staff needs, and what’s in your digital future. In combination, you’ll get a better customer experience with less internal effort!

The Evidence

In Unitas Wholesale’s redesign of its flagship Core Range and Focus On publications, we completely transformed bulky, text-heavy guides into visually engaging, reader-friendly tools tailored for busy retailers. By strategically highlighting key insights and employing clear, consistent branding across both series, the updated publications became far easier to digest and more compelling to engage with. This clarity and structure helped convert functional documents into resources that retailers actually use and trust, ultimately elevating the value of the content and reinforcing Unitas’s credibility as an industry authority. The result was a more effective communication channel that supported better engagement and stronger brand perception. An investment in design that translated into measurable ROI by making essential information both accessible and persuasive.

How to measure good design ROI

• Increased Engagement: Well-designed B2B websites and marketing materials can lead to more time spent on the site, higher click-through rates, and increased engagement with content.
• Higher Conversion Rates: Optimised landing pages, clear calls to action, and a seamless user experience can significantly improve conversion rates, leading to more leads and sales.
• Stronger Brand Perception: Consistent and professional branding across all touchpoints can build trust and credibility with potential customers, leading to a stronger brand reputation.
• Reduced Costs: Efficient design can lead to cost savings through improved internal processes, reduced training time for new employees, and more effective marketing campaigns.
• Longer-Term Benefits: Good design can foster stronger brand loyalty, increased word-of-mouth referrals, and sustained revenue growth over time.

Good design isn’t just an embellishment; it’s a business accelerator. From driving engagement and conversion to strengthening brand perception and reducing internal friction, design delivers tangible RIO across the entire B2B journey. It’s time to stop treating design as a final layer and start involving it earlier.

Book a call with a member of our team here to get started.