Inkbot Design
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Inkbot Design

A Guide to B2B Website Design Best Practices

  • 48% of people cite a website’s design as the number one factor in deciding the credibility of a business (source).
  • Given 15 minutes to consume content, two-thirds of people would rather read something beautifully designed than something plain (source).
  • 38% of people will stop engaging with a website if the content/layout is unattractive (source).

B2C Website Design vs. B2B Website Design

  • Goals: The goal of a B2C website is typically focused on an immediate sale whereas the goal of a B2B website is more focused on nurturing a relationship with the buyer. For this reason, things like branding, resources, and contact information are much more important on a B2B website.
  • Buyer’s Journey: Typically, the B2B buyer’s journey is much longer than the B2C buyer’s journey. While the B2C buyer’s journey usually ends in the shopping cart, the B2B buyer will often need to fill out a form or even contact a sales rep. For this reason, it’s important to highlight CTAs, contact information, and educational resources.
  • Price Point: The standard B2C product has a much lower price point than the standard B2B product or service. Because of this, the B2B buyer will need more guidance and direction than the B2C buyer.

B2B Website Design Best Practices

Professional Tone and Appearance

Simple Navigation

High-Quality Product Images

For most companies, a website’s primary goal is to sell something or to generate interest.

Clear Language

Valuable Resources

Although you want to highlight your products as much as possible, it’s also important to offer educational resources to visitors who aren’t ready to buy.

Visible CTAs

Key Takeaways

Whether you use all of these suggestions or just a few, remember to keep your target audience in mind when you design your B2B website.



Inkbot Design is a Creative Branding Agency that is passionate about effective Graphic Design, Brand Identity, Logos and Web Design.

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Inkbot Design

Inkbot Design is a Branding Agency & Graphic Design Studio. We Help Businesses Grow with Professional Logo Design, Brand Identity, Web Development & Marketing.