{"id":81186,"date":"2020-04-12T10:01:00","date_gmt":"2020-04-12T17:01:00","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&p=81186"},"modified":"2025-05-15T08:25:47","modified_gmt":"2025-05-15T15:25:47","slug":"b2b-website-design-best-practices","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/b2b-website-design-best-practices\/","title":{"rendered":"The Complete Guide to B2B Website Design (with Examples and Tips)"},"content":{"rendered":"\n

It would be a grave mistake to treat your B2B customers the same as you would a B2C customer.<\/p>\n\n\n\n

B2B buyers are less impulsive. They ask more questions and perform more research. Additionally, they spend more time considering their options and testing potential solutions. They also expect you to spend more time answering questions that relate to their specific circumstances.<\/p>\n\n\n\n

According to Gartner<\/a>, the typical B2B customer is actually a group of six to 10 people who all gather information independently. Together, they must create consensus before making the purchase (which may require the sign-off of additional stakeholders). This is why 77% of B2B customers describe making a purchase as \u201cvery complex or difficult.\u201d<\/p>\n\n\n\n

\"graph<\/figure>\n\n\n\n

Why is it so challenging? When we break it out, we can see the dozens<\/em> of steps that B2B customers have to make before they can actually buy. This process takes far more time and nurturing than a typical B2C transaction.<\/p>\n\n\n\n

\"chart<\/figure>\n\n\n\n

All of this means that traditional B2C website design practices aren\u2019t sufficient to meet the needs of B2B customers. If your customers are businesses, you must treat them as such by implementing good B2B website design techniques.<\/p>\n\n\n\n

In this article, we help you understand what B2B website design means and how to implement it on your site. We also share some B2B website examples for inspiration.<\/p>\n\n\n\n

What is B2B Website Design?<\/h2>\n\n\n\n

Before we dive into improving your B2B website, let\u2019s make sure we\u2019re on the same page.<\/p>\n\n\n\n

B2B website design refers to the creation of websites specifically intended for businesses to conduct transactions with other businesses. This type of website design aims to provide a professional and reliable image of the company, while also offering a user-friendly and efficient experience for customers.<\/p>\n\n\n\n

B2B websites typically include features such as product catalogs, order management systems, account management tools, and secure payment processing. The design of these websites also takes into account the target audience, which is often business professionals who are seeking specific products or services.<\/p>\n\n\n\n

The parallel of B2B website design is B2C website design. There\u2019s a lot of overlap, but you have to make some special considerations when designing a business-to-business site.<\/p>\n\n\n\n

How Do I Create a Good B2B Website?<\/h2>\n\n\n\n

Often, our B2B clients point to an existing site they like and say, \u201cMake ours like that.\u201d<\/p>\n\n\n\n

Unfortunately, websites aren\u2019t one-size-fits-all. Your site must fit your brand and your primary audience. Drawing inspiration from the most successful B2B websites in your industry is bound to happen, but replicating their messaging and website design can only take you so far.<\/p>\n\n\n\n

That said, there are some things all lead-generation or ecommerce websites have in common. Both should cover the fundamental bases of effective ecommerce website design. That\u2019s not an arbitrary or subjective opinion. Study after study confirms that website effectiveness (i.e., conversions generated) is directly related to website design.<\/p>\n\n\n\n

For instance, we know that visitors need a reason to stay on your site. If you don\u2019t prove your value within a few seconds, most will leave<\/a>, and few will give you a second chance.<\/p>\n\n\n\n

We also know that nearly 70% of consumers<\/a> say that page speed impacts their willingness to buy from an online retailer. The highest conversion rates occur on pages with load times between 0-2 seconds<\/a>.<\/p>\n\n\n\n

And we know that extra fees at checkout, forced account creation, and slow product delivery are always bad ideas<\/a><\/em>.<\/p>\n\n\n\n

Accordingly, B2B website design factors that can draw visitors in and get them to stay long enough to evaluate your offer(s) include considerations like these:<\/p>\n\n\n\n