Julia Shamova

Julia Shamova


Websites for businesses and consumers: 7 differences in development

madseven_Target_audience_of_b2b_and_b2c_a7965002-d54c-449d-a463-6b2fcd48a9aa.png 25.10.2023

Website development for B2B (business-to-business) and B2C (business-to-consumer) can have significant differences, given the different target audience and sales goals. Here are seven global differences that are important to consider when developing a website for these two types of businesses:

Target audience:

B2B Website:

Enterprises, companies and business specialists.

Audience goals: Information about products or services that can improve their business processes.


Website for an IT company: The website of a company providing software development services attracts the attention of startups and large corporations. They are looking for information about technological solutions that can optimize their business processes. The website may contain case studies, customer reviews and product specifications.

Website for an Industrial Equipment Manufacturer: A company specializing in the production of industrial equipment attracts the attention of other enterprises. Their website may offer a catalog of equipment, technical information and training materials for customers.

Website for an Accounting Company: An accounting firm may offer services for other companies. Their website will contain information about tax consulting, accounting services and other financial services.

B2C Website:

Target audience: End users.

Audience goals: Interest in goods and services for personal use.


Website for an online store: An online store specializing in the sale of clothing and shoes attracts the attention of individual buyers. The site hosts product catalogs with photos, prices and descriptions.

Restaurant Website: A restaurant may have a website that publishes menus, information about the location and opening hours, as well as customer reviews.

Website for an online streaming service: A platform for streaming video and music attracts the attention of entertainment lovers. The site offers subscriptions and access to content.

Level of professionalism:

B2B Website:
Example 1: IT company

Suppose we have an IT company specializing in software development for business. The site for the B2B audience will have the following characteristics:

Design: Clean and professional, using corporate colors and logo. There are no bright and distracting elements.

Content: Focuses on the business benefits of the software, such as increased efficiency and increased profits. Cases and reviews from other companies are posted.

Expertise: A company profile with a detailed description of the experience and qualifications of the development team. Information about certifications and partnerships with large IT corporations can be provided.

Call to Action: Ends with a call to contact or request a product demonstration. Contact information and feedback form are easily accessible.

Example 2: Equipment manufacturer

For a manufacturer of industrial equipment focused on B2B, the site may look like this:

Design: Strict and reliable, with large images of industrial equipment and technical specifications.

Content: The main focus is on product specifications, customization options and support.

Expertise: Detailed description of production processes, quality standards and examples of successful equipment deliveries to large corporations.

Call to Action: A call to request a commercial offer, with the ability to download technical brochures and catalogs.

B2C Website:
Example 1: Online fashion store

For an online store focused on B2C, the important characteristics of the site will be the following:

Design: Creative and stylish, with vivid photos of models and products that evoke emotional perception.

Content: Description of the style and unique features of the products, as well as tips on fashionable images. Emphasis on seasonal collections and discounts.

Emotional impact: Using customer success stories, photos of happy customers and reviews with pleasant emotions.

A call to action: A "Buy now" or "Add to Cart" button directly under the product, as well as a subscription to the newsletter to receive discounts.

Example 2: Pizza delivery

For a pizzeria focused on B2C, the landing page may have the following characteristics:

Design: Vivid images of mouth-watering pizzas, promotions and special offers, which creates an appetizing perception.

Content: Menu with detailed descriptions of dishes, prices and a choice of size and additives. Information about free shipping and the minimum order amount.

Emotional impact: Photos of satisfied customers, reviews of the taste and speed of delivery, promotions like "Order two pizzas - a third as a gift."

Call to action: The "Order pizza" button with a choice of dishes and delivery addresses, as well as a contact number for quick communication.

It is important to remember that the level of professionalism and the degree of creativity of the landing depends on the target audience and the business strategy of the company, so approaches may vary depending on specific circumstances.

Technical Details:

B2B Website:

Technical Specifications: It is important to provide detailed technical specifications of products or services, especially if they have a complex configuration. For example, for an equipment supplier, the site should contain the technical characteristics of the products, such as dimensions, weight, materials, technical standards and compatibility with other devices.

Integration with business systems: Integration with order management (CRM) and accounting (ERP) systems may require API development and data synchronization settings. Example: An online store for a wholesale buyer can integrate with CRM to automatically add orders and update customer data.

Support for professional inquiries: Companies may need features that allow them to send requests for price offers, tenders or orders in large volumes. For example, a website for a construction company should provide an opportunity to order construction materials in bulk.

B2C Website:

Ease of use:

The site should be intuitive and easy to navigate even for inexperienced users. For example, an online clothing store should have a simple search, filters and a convenient shopping cart for customers.

Speed and performance:

The loading of the site pages should be fast so that users do not wait for a long time. Example: It is important that an online grocery store has fast page loading, especially during periods of promotions and discounts.

Convenience for buyers:

The site should provide convenient payment methods and delivery of goods. For example, a food delivery site should support online payment and offer a variety of delivery methods, including pickup and courier delivery.


B2B Website:

Informative content: Websites aimed at business professionals should provide in-depth information about products or services. For example, the website of a company offering cloud solutions may contain documentation, case studies and technical specifications to help potential customers understand how their business can use the services offered.

Case studies: Effective examples of ROI are case studies on how your product or service has helped other companies achieve specific results. For example, if you provide inventory management software, you can present a case study describing how your solution has increased the efficiency of warehouse logistics by 30% for Company X.

Reviews from other companies: Publishing reviews from customers or business partners helps convince potential customers of the quality of your product or service. For example, the site may contain quotes from well-known companies that recommend your solution.

B2C Website:

Advantages of a product or service: Consumer-oriented websites should focus on the benefits. For example, the website of an online clothing store can describe in detail the quality of fabrics, style and comfort of their clothes so that customers feel that they are benefiting.

Satisfaction of consumer needs: It is important to adapt the content to the needs and interests of your target audience. For example, if you sell cosmetics, you can provide articles about beauty and skin care to attract customers who are interested in this topic.

Using social evidence: Social evidence can be used to convince consumers of the quality of a product or service. For example, customer reviews with photos showing the results of using the product can convince other buyers.

For example, a website selling B2B coffee machines can provide detailed reviews of each model, a case study on how different companies have increased productivity after the introduction of these coffee machines, and reviews from restaurants and offices that claim that their customers appreciate the quality of coffee made by these machines.

On the other hand, a B2C website selling healthy food can focus on the benefits of nutrition, describe how it helps people feel better, and provide feedback from customers with photos of success stories about weight loss and improving health.

Goals and challenges:

B2B Website:

Gathering contacts for business negotiations:

Purpose: In most cases, B2B sites seek to gather contacts of potential customers (companies or persons representing companies) in order to establish long-term business relationships with them. Example: A manufacturing company that manufactures equipment for other enterprises can use its website to collect contacts of potential partners and customers. Long-term sales:

Goal: To create long-term relationships with customers, which leads to constant sales and orders.