How to Develop a B2B Website


A business-to-business company (B2B) sells its products directly to another company, like a wholesaler selling clothing to a retailer. But unlike business-to-consumer (B2C) and business-to-government (B2G), B2B companies have to create a professional persona that is both attention-grabbing and sales-ready if they hope to successfully pitch and sell their products to other businesses. A sharp and easy-to-use website is crucial in today's economy, but building a successful B2B Web presence is different from creating a standard B2C site.

  • Understand your customer. Because you're selling to a business and not a general consumer, the dynamic is different. Wendy Flanagan, co-president of Murray Media, a design and technology agency, contributed a guest blog to the Tech Affect website, saying: "By getting to know your best customer, we can help craft an online experience that meets their needs, and appeals to their aesthetics."

    She recommends asking past clients for their CRM data and sales statistics to learn what draws in customers and what doesn't.

  • Establish a consistent voice and persona for your site. This can vary widely; it depends on what exactly it is you're selling. While some companies are light-hearted and personal in their tone, others are serious and formal. Know who it is you want to visit your site, and develop your voice and overall personal around that.

  • Develop a clear flow of information. It's important that when a potential customer visits your site, they're not baffled by what you actually offer. Michelle Linn of the Savvy B2B Marketing website writes that all visitors should be able to find information before anything else.

    She recommends asking yourself this question with each section of your site: "Is this providing useful, understandable and relevant info to my readers?"

  • Design an easy-to-navigate interface for your site. Business professionals don't respond well to wasted time, so to maximize your online visits and sales, make sure everything is easily accessible and clear in message.

    This includes treating all of your sections as a landing page. You don't know how a visitor is going to enter your site, whether through the homepage or on a random page where a search engine drops him. Each page should offer a clear menu and message brand so visitors can move through the rest of your site.

  • Open up an easy line of communication. First, have an about page that discusses your company and how it will bring a different experience to your potential customer. Second, offer a telephone number, mailing address and email address so customers know that you're both legitimate and easy-to-reach.

  • Maintain consistency. This includes your site's copywriting, visuals and overall content. Like anything else, your website will have to be updated, and as this happens, don't forget your overall message, persona and voice when doing so down the road.

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