B2B and B2C sites serve different buyers, different journeys, and different conversion goals. Treating them the same leads to sites that look fine but fail to convert.
Buyer Intent
B2C — Impulse, comparison, quick decision. One person, one session, one purchase.
B2B — Research, evaluation, committee approval. Multiple stakeholders, long cycles, high stakes.
Your design needs to support the journey. B2B sites need clear paths for technical buyers (specs, certifications) and commercial buyers (pricing, case studies, contact).
Content Architecture
B2C — Product-first. Categories, filters, reviews, cart.
B2B — Problem and solution first. Use cases, industry pages, documentation, lead capture. Products support the narrative; they don’t lead it.
Conversion Design
B2C — Add to cart, checkout, one-click.
B2B — Demo request, quote, contact, download. Forms need to qualify leads, not just collect emails. CTAs should match intent: “Request a quote” vs “Get a demo” vs “Download the spec sheet.”
Performance
Both need speed. But B2B buyers often research on mobile during commutes or between meetings. Mobile experience can’t be an afterthought.
We design for B2B conversion — technical buyers, long cycles, qualified leads. Explore our approach.
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