When creating a website, it’s important to understand the audience and mindset of the website visitor as it will make an impact on the best practices for the content and design of the website. The first factor to determine is whether the audience and ideal clientele is end-customers (B2C) or other businesses (B2B).
At Azuro Digital, we provide both B2C and B2B web design services and we’ve noticed some key differences between these 2 types of audiences:
In most cases, B2C audiences are more influenced by emotion and are more subject to be swayed by limited time deals, flashy images, and other tactics that evoke emotion.
In sharp contrast, many B2B audiences are more influenced by logic and strategic thinking. As a result, their decisions are more heavily based on content such as testimonials, certifications, statistics, product specifications, etc.
Businesses don’t make decisions nearly as quickly as end-customers. This is because there are typically many stakeholders involved in the decision making process and they’re more careful, strategic and meticulous when it comes to making decisions.
For that reason, it’s often important to provide supporting content for businesses so that they can spend extra time learning about your product or service. We also advise leveraging retargeting ads for B2B audiences. We recommend the same for B2C as well, but sometimes it’s even more important for B2B because their decision making process is longer and they tend to consider many different options.
For most product-based B2C websites, it makes sense to integrate a shop / eCommerce functionality directly on your website.
On the other hand, it doesn’t always make sense for B2B websites - even if your business is product-based. Many B2B products are so expensive that businesses won’t simply buy directly from your website - they’ll want to speak with someone first.
Another common issue is that many B2B products are highly technical and difficult to understand from a website alone. Your customers might need to speak with one of your sales reps to understand the ins-and-outs of your project and to decide which specific product or product variation is right for their specific needs.
For more information on B2C vs B2B strategies or to get a comprehensive proposal for your project, get in touch with us here 🚀