One of the most important elements you must consider when establishing a website – either on the administrative or design end – is who your target demographic is and what they desire. Although there are many sub-categories when it comes to website visitors, there are two umbrella website purposes: Business-to-Business communications or Business-to-Customer communications (b2b vs b2c). As you’re well-aware, the primary purpose of a website is to communicate with your specific audience. However, how you carry out this communication will vary based upon the members of your audience.
B2B vs B2C Differences
Business-to-business, or B2B, websites are strikingly similar with business-to-customer (B2C) websites as they both need to incorporate compelling content, feature a clarified information architecture, have easy interaction designs and offer in-depth details regarding services and products they care about. In the most fundamental sense, there really aren’t any differences when it comes to communication goals between B2B vs B2C websites. However, if you really wish to create a thorough and effective website, then you must zoom into the micro-differences between these two website categories.
Perhaps the most compelling difference between these two website categories is the content found within the website. When you’re a business who primarily deals with other businesses, the type of content you must create is vastly different. Because many businesses don’t make instant purchasing decisions, they require long-purchase decision support through in-depth content. Instead of highlighting products or services for the basic consumer, all content within a B2B website must contain thorough details and often be highlighted by more technical insights the average consumer wouldn’t need to understand.
Content for B2B websites should support all stages of the purchasing process, which involve a mass amount of articles, technical white papers, case studies, webinars and other forms of content that can help streamline the complicated and multi-tiered purchasing process many businesses must go through. Your primary goal when creating B2B content-heavy websites is to provide greater information than you think is necessary. This extra information will actually help expedite the purchasing process.
On the other hand, when you’re compiling a B2C website, your content is vastly different. Instead of providing such technical-level information, you must support short-tail purchase decisions. The average consumer requires very specific, yet very streamlined, information in order to purchase a product or service. This includes a mixture of articles and product descriptions that are streamlined and watered down versions of B2B websites. The entire website must be designed to clearly demonstrate why they need your product, how they can get your product and the benefits of purchasing your product or service via your website. More traditional designs and advertising methods tend to work well with this demographic.
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