As a consumer, we have expectations of
websites, but for businesses, are the expectations different? And how should
they alter their sites?
Businesses that operate amidst the
supply chain are often referred to as business to business (B2B) companies as
they deal solely with the next business in the chain and not directly to the
end user. These companies have different needs and uses for online
communication and marketing, as the users of their sites are likely to be
looking for more than merely a product list.
Business-to-business
(B2B) e-Business has grown up both in diversity and transacted money value in
recent years and this trend is expected to remain to continue in future
(Jashidi, 2008). For the vast majority of B2B companies, a website is not just
an important component of their digital marketing mix; it’s the hub for all
your online activities, marketing and otherwise (Miller, 2012).
Due
to the current drop in the economy, most
business to business (B2B) marketers aren’t throwing out their old sites and
starting from scratch; they’re looking at their current sites and improving
them where possible. Sometimes this is content, sometimes design and sometimes
structure (Brannan, 2010) but a lot of adjustments, editing and amendments are
being made to save on new site creation costs.
This site explains the differences between
B2C and B2B websites. They include aspects such as more complex payment
transactions and handling negotiations, personalised accounts rather than quick
transactions and the requirement for more technical, formal content.
B2B
websites also provide a lot more information as compared to B2C websites. They
require presentation of information in a concise and detailed format. The client
may need concise information to know about the products and then further detail
before purchasing, and about setting up a business account.
In addition to your company’s online
home base, your website also serves as a vehicle for attracting new customers,
via search engines (Miller, 2012). You can’t buy your way to the top of the
search results, you have to obtain your ranking via hard work, smarts, and
skill (Miller, 2012). Search Engine Optimisation (SEO) is recommended by all
web designers as a second stage to gaining new clients once a purpose-built
website has been created. An updated,
content rich website could be the difference between success and failure of
gaining new clientele through a company’s online medium, and B2B websites need
to be especially cautious to have this perfect before utilising SEO tactics and
theories.
Stay tuned for an upcoming post on SEO tips and
advice!
Award Winning B2B Websites:
ASA Organics
Accenture
Cycdor
References:
Brannan, K,J.
(2010) 10 Great B2B Websites [Online]
Available at: <(Brannan, 2010). <http://www.btobonline.com/article/20100913/FREE/309139988/10-great-b-to-b-sites >
Jashidi, B.
(2008). Web Usability in B2B Websites, User’s Perspectives [Online] Available
at <https://pure.ltu.se/ws/files/31069054/LTU-PB-EX-08011-SE.pdf>
Miller, M.
(2012) B2B Digital Marketing: Using the
web to market directly to Businesses. Pearson Education:London
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