TMCnet Feature
September 30, 2020

Website Design for the B2B Segment: Best Practices

In today’s modern era of business information technology, almost every company has a website. There are more marketing materials posted on the internet than one person could ever read (even if they wanted to). Therefore, it takes a concerted effort for a website to grab attention and generate revenue. This is especially difficult for B2B websites. Typically, business customers, as opposed to the average B2C customer, have a clearer idea of ??what their needs are, and how your site can help meet them.

At Alliance Interactive, a team of professionals will help you grow your company through
B2B marketing services that include building your customers’ trust, communicating the value of your services, and most importantly – increasing sales leads. The team will help you improve communication with your target audience and develop integrated marketing campaigns that will generate more qualified leads, gain brand visibility, and drive new traffic to your website. 

Why are manufacturers and wholesalers going online?

In recent years, manufacturers and suppliers of goods and services in the B2B segment are increasingly using the internet as a channel for promotion and sale. The main reason is the gradual change in consumer behavior. Shoppers are increasingly choosing to search and buy products and services online, which is much more convenient and faster than traveling and shopping through traditional offline channels.
Website development for the B2B segment should take into account several points including:


Minimalism continues to be a trend and business owners must take this into account. Therefore, keep your websites simple, light, and leave a lot of air. The simpler and clearer they are, the better. Make your website useful and interesting by keeping only the essentials. If you can leave something out, you should do so. This often requires some discipline. Don't make 5 calls to action (CTAs) if one is enough. Do not write canvases of text if the main idea can be expressed in one or two sentences. Do not overload the design with many details. And most importantly - don't let anything distract the user from the purchase.


When designing your website, try to make sure that there are no more than 4-6 tabs on the home page navigation tab. If you are interested in taking a different approach to the standard menu items ("About Us", "Services", "Contacts", and "Blog"), we advise you not to experiment and leave everything as it is. Let it be a structure familiar to everyone, which makes navigation on your website fast and efficient.


B2B buyers want as much information as possible before making purchasing decisions. They will most likely want detailed advice before doing so. Therefore, your website should be well optimized to guide readers to content where they will find answers to all their questions. Let users know that you are open for communication, set the ability to request a call, get a response in chat, or by mail.

Dynamic elements

The dynamic elements of your website are those blocks that are constantly changing (articles, news, blog). For these blocks to be desirable to read, they must contain useful and relevant information and also be regularly updated. Your main goal should be growing your business by gaining new and retaining old customers, so you should always stay a few steps ahead of your competitors by creating high-quality and useful content. Users will thank you with their time.


A modern B2B website should have a minimalist design complemented by direct response copywriting that compels a visitor to act. This should be complemented by interactive, visual elements that are clear and reflect the essence of the message. It's a great idea to group similar content so that users can immediately understand where to click and what they get for it.

Brand identity

The corporate identity must be used in the design and should be traceable throughout the website. Using a logo and corporate colors in website designs is a great way to build brand awareness. Potential customers should leave your website with a certain idea of ??what your company does, what values ??it has, and whether you can support their needs.

Call to action

B2B clients value their time and know what they are looking for. Therefore, since you’ve managed to attract them to your website, landing page, or blog, make sure that from the first minute you grab their attention you make it clear that they will find exactly what they are looking for.

A good B2B call to action communicates that the user will receive the valuable information they need. Make this call short, prominent, and engaging, and it will increase your site's conversion rate.


In order for your website to become an effective seller and fulfill its goal, integrate all the above tips into the design. B2B users will likely not scroll through your site unless they are convinced from the first seconds that they will be able to get to the resources they want as quickly as possible. Don't let them go, hold their attention, and offer something so attractive that they want to stay on your site. And remember that regardless of the content and corporate identity, your website should be modern, as simple as possible, understandable, and most importantly - informative!

» More TMCnet Feature Articles


» More TMCnet Feature Articles