No matter what type of business you are involved in, the goal of website development is to make a profit. The latest advanced technology makes it possible to forget about primitive design, cluttered pages, and confusing interface. Instead, it offers an opportunity to produce a business website that is responsive and easy to use for mobile, while applying the latest design trends. But ask yourself if the solutions you choose for your site are successful enough?
You have to be very careful thinking about this question because it all depends on who your customer is. Even if increasing sales is your initial goal, remember the line of distinction between business-to-business and business-to-consumer concepts. Before starting to create a project, it is necessary to take into account the factors that divide the B2B and B2C sectors of the economy and marketing:
In the B2B sector, the main customers are companies and other organizations. Therefore, from the company’s website, they expect useful technical content, guarantees or a detailed description of the offered services or products. The transaction cycle is long. A decision on cooperation can be made by many people (by workers, managers and owners). Whereas the B2C buyer is a tangible person who expects a high-quality product, favorable price and discounts, as well as a quick receipt of the goods. The transaction cycle is short. The decision depends mainly on one person. Each of these points will affect web pages.
For a B2B business, page design trends should be a priority. However, a lot of entrepreneurs develop deficient websites, where they fail to define the right approach. Conversion rates will be low if the pages do not contain valuable information. Users should be well informed. It is possible to satisfy customers by adding questions and answers, explaining videos, illustrations, blogs, infographics and testimonials. The task is to make complex processes understandable. For buyers in the B2C sector, usability is higher than anything else. So let’s look at how to diversify design methods depending on the type of business.
Fixed vs personalized pricing. On a customer site, the price of the product or service is set as the prices are straightforward. It is possible to indicate the exact amount. It is the same for everyone unless buyers have some discounts. B2B price point is the hardest. Mostly it is negotiated and depends on dozens of factors. Costs are usually allocated according to the needs of the business. Designers and developers have to make complex pricing algorithms easy to understand.
Minimal vs bold design. The visual aesthetic is a broad topic. But some principles must be observed in the first place. B2B buyers, check offers on a site, search for proof of value and more detailed information. Although the design industry is all about creativity, the first rule of B2B web design development is to maintain a professional tone. It is essential to avoid silly ingredients. Simple design can be a win-win option. It must correspond to the brand of the organization. But sometimes, using human-centered elements to soften the cool nature of B2B sites is a must. Of course, companies and organizations are the main customers here. But it is still essential to build trusting relationships with people through a warm and welcoming site environment. In the B2C approach, there is some room for entertaining elements such as animation, eye-catching fonts, or bright colors. Pages should entice the purchase of services or merchandise immediately. It is not typical for B2B, but the basic standards for B2C.
B2B Niche vs Emotional Content. The website should clearly present what the company is proposing to clients. For this, your content strategy should focus on useful descriptions and articles related to the workplace. The content should speak to different segments because the B2B target audience is usually mixed. Also, for a business website, the most important part is to offer the competence and experience of specialists. Communicating with a B2C audience, every type of content, be it text, video, or image, should be simple and current benefits for the brand. What matters here are the feelings of the users. Through stories, emotional triggers can be pulled and actions stimulated.
A call to action. The purpose of the CTA button is to direct users to conversions. The absence of a CTA may complicate this process. But is there any distinction between two different business models? Since there is no instant buying decision, B2B sites must provide a variety of options not only to buy, order, or call, but also to learn more, dig deeper, and study pricing. The CTA should be short, visual, and non-intrusive. In the case of B2C sites, indicate urgency, as if users should buy them now. Instant action is what you need. Sign up, buy now, get started, add to cart, try for free – the text should be compelling. Make this button action oriented. For example, Netflix has done a great job with the “Action” call button. They used a persuasive script to start a free trial, as well as stop it if you’re not satisfied: “Join free for a month” and “Cancel any time”. Such an approach causes trust and loyalty.
last words. It doesn’t matter if it is a big company or a small one, the web design should be developed depending on who the buyers are. B2B or B2C website, your company must grow. And to get the perfect working tool, consider the design requirements for these two working models. You, as the owner, must be sure that users will adore your site and that communication with the audience is effective enough.