B2B vs B2C Website Designs: Is There A Difference?

Guest Post by Ellie Tran for Mageplaza

Business to business (B2B) and business to customer (B2C) websites are created to generate measurable results, but the web designs that work with B2B customers are different than those for B2C audiences. Depending on the goods, services, and aims of different companies, these businesses use their sites to help boost themselves and bring back revenue.

In this article, let us show you 9 Secret Elements of B2B vs B2C Website Designs. If you can understand two types of web designs thoroughly, you can come up with the most desired web design for your online business.

1. Psychological factors

In any design project, it’s always crucial to keep the end client in mind. Learning about the psychological factors of your audience will help you build a picture and a tone of voice that attracts the right people.

B2B websites

With B2B websites, you’ll be interacting with a number of well-educated people who already know about your products and services. The goal here will be to let the end customers know how you can help solve their problems efficiently.

For example, Skype and Microsoft Teams emphasises on “no downloads required.” You can easily hold a meeting with your team with one click. The content and language of the site are about accentuating the main benefits of the products, and the type of outcomes that they can perform.

B2B Skype
B2C websites

While B2B clients make decisions considering logic information and well-clarified benefits, B2C customers are more affected by emotion. They want fast solutions to their issues, and the chance to buy from a brand that “knows” them.

Look at the Firebox website as an example. It immediately emphasises an ongoing sale at the top of the homepage, solving any concerns a customer might have about the price. That with a layout of authentic images and bright colours means that customers are more likely to take action. Moreover, psychological factors in web design can have a good impact on conversion rates. You can learn more here.

B2C Firebox

2. The goal

If you know what’s pushing a target audience to interact with a brand, you can build a website that appeals to specific objectives.

B2B websites

B2B websites focus on solving expensive and time-wasting problems for companies. To sell a decision-maker on the validity of a solution, it’s vital to comprehensively clarify what the solution is, how it works, and how it deals with a certain pain point.

Look at the Data Endure website as an example. Data Endure can help businesses store, preserve, and handle their data with a variety of high-performance solutions. The website provides stunning pages for each of their solutions. Each solution page has a quality design layout to generate an engaging experience.

B2B Data Endure
B2C websites

Customers are inclined to appeal to emotional impact as most of them go to a website to address an urgent problem. Therefore, many web designs leverage elements such as urgency and demand to stimulate conversions.

A B2B website tends to concentrate on offering information that helps companies to have more confident decisions. While decisions are often made by some stakeholders in B2B sites, B2C sites require an individual person to make a choice.

A B2C site needs to solve immediate issues and interact with consumers on an emotional level. B2C customers still want to conduct their research on goods or services, but the turnaround is much faster, and often needs less information.

3. Website content

The messages conveyed on a B2B site are very different from how information is delivered on a B2C website. Everything including language and the amount of content that you use for these projects will differ significantly.

B2B websites

The content for a B2B website should be carefully prepared because you’ll be interacting with a mixed audience. If your site serves various industries, you’ll have to make sure that you present authority without using too much jargon. Several companies even generate different pages on their site for specific clients.

For example, instead of talking to all business owners about their different communication pains, G-Suite estimates its audience and design pages for each.

B2B GSuite
B2C websites

Meanwhile, B2C sites can make things a little easier. For example, on the website glossybox.co.uk, there’s no need to offer a huge amount of information for different types of customers. The site aims at one audience, i.e., the “beauty addict”. 

In both B2B and B2C sites, the purpose of the content should always be to address any questions that the target customers might have.

B2C GlossyBox

4. Visual appearance

The purpose of your site design and the audience that you’re offering to can be different from B2B and B2C sites, the visual elements will vary too.

B2B websites

In many cases, B2B sites are about showing a respectable and professional image. You’ll see a lot of safe and transparent choices in terms of typography and imagery. For instance, the biocanic website combines appealing images and high-quality screenshots of their management platform.

B2B biocanic
B2C websites

On the other side, B2C sites can be a little more daring. With a variety of options to select from and most consumers purchasing out of a sense of urgency or demand, you have to catch attention fast. That means B2C sites are filled with stunning images with very little text.

Movement, such as animations and slideshows, can be crucial on B2C websites. There’s a great opportunity that you can experiment more with colour. Look at the Yotel site, for example. There’s little text here, but the site attracts visitors via sliding pictures.

B2C Yotel

5. Search bars and navigation

Navigation is an essential concern on both B2B and B2C sites. The target audience can easily find out the information that they need about a firm, a product, or a blog.

B2B websites

On a B2B website, the search bar is often less outstanding than it is on a B2C one. This is because all of the information that a customer needs, and the buttons they need to move to the next steps are front and centre.

It would be best if you made as many people convert as possible, by making the buying journey the most attractive path for consumers. For example, on the Copper website, the “Try Free” buttons are more visual than “Continue with Google” or “Login”.

B2B Copper

With B2B websites, the focus is on a very specific aim. Even though navigation still needs to be present, it doesn’t need to be as clear as it is on a B2C website.

B2C websites

On the other side, most B2C websites provide a variety of products and they’re pleased for their consumers to buy anything, as long as they finally convert. Therefore, they make navigation a much more crucial part of the customer journey.

The search bar is often displayed at the top of the screen where visitors can see it instantly. In addition, there may be various pages within specific product categories, so that visitors can browse via the products they’re engrossed in. The navigation elements in B2C websites need to be clearer, as customers tend to use them when they are looking for their options.

6. The purchasing process

Both B2B and B2C websites aim at customers, but typically B2B sites have a much more complex purchasing process than B2C ones.

B2B websites

On B2B sites, you need to nurture the consumer every step of the buying process. Customers require more information to understand the goods or services, raise questions, interact with the customer service team, and get happy with the purchasing decisions. When visiting Gradwell guides, the LiveChat will pop up in the corner to connect you with a member of the sales team, which helps turn leads into a possible purchase.

B2C websites

B2C consumers need a shorter time to move from interest to information, consideration, decision to purchase. They are searching for convenience during the purchasing process and want a fast approach to the information to assess the product and make a buying decision.

B2C consumers need a seamless checkout process. Research indicates that most B2C buyers get annoyed when they’re forced to register to buy products and tend to purchase somewhere else.

7. CTA buttons

Call to Action buttons are significant in the web design process. However, it’s sometimes hard to decide where they should be positioned or how many buttons you’ll need.

B2B websites

As the decision to purchase something won’t always occur immediately with a B2B site, these types of sites often use a range of CTAs. For example, you might want to put a “Sign in” button at the top of a page and a “Request a Quote” button. For instance, you can request signup, login, or demo on the Klaviyo website.

You can put CTAs lower on the page with B2B sites because your visitors are inclined to scroll through the website to read more information before making a purchase.

B2B Klavio
B2C websites

Meanwhile with B2C sites, there’s no need to offer your customers as many options. Your visitors may need an “Add to Cart” or an extra option like “Add to Favourites”. Consumers need to immediately see what they need to do next when they visit a page.

Bear in mind that the sales process is much faster with B2C customers. That means you should let your CTA buttons be front and centre when a person comes into a page.

8. Contact forms

Accordingly, the way that you create your contact form will also rely on the target audience that the website aims at.

B2B websites

B2B websites often need longer contact forms, as customers need to acquire extra information about a vision’s position in a company and what the company does. B2B companies need to provide information like what they’re seeking in a service and how many customers they have, so a sales team gets what type of demonstration to offer.

As with any plan for contact form design, you should only add the fields that your customer needs and no more. If you require too much from any customer, you can make them run in the opposite direction. Have a look at the clear option from Ironpaper. The form answers as many related questions as possible without overwhelming visitors.

B2B Ironpaper
B2C websites

On a B2C site, there are various ways to create contact forms. You may build a dedicated contact form on your site where visitors can reach out to if they have any concerns. A FAQ page where customers can help themselves is a good method to help your customer stand out from the competition, like on the River Island website. 

You might build pop-up contact forms on a website if you want to acquire emails for email marketing. In this case, it’s vital to ensure that you’re only asking for the information you need. The simpler it is to register for a newsletter, the more possible it is that customers will do it.

B2C River Island

9. Social proof testimonials

Social proof can boost conversions on any website efficiently. As your customers consider whether to purchase from you or not, a testimonial or review could drive them over the edge.

B2B websites

The decision-making process requires more time on a B2B site. Therefore, it’s necessary to add a large amount of social proof in any part of the website. Reviews and ratings, customer testimonials and high-profile company logos can make the difference. A lot of B2B sites create a page to showcase studies of other brands’ success.

Your customer may be looking for a page that emphasises their recognition, awards or showcase comparison tables that promote their products against the competition. For example, on the Authority Hacker, there’s a “what the pros say about us” section as good social proof.

B2B Authority Hacker
B2C websites

You can add customer reviews and ratings in any position on a consumer website. Nevertheless, you tend to choose a place where consumers can easily see other buyers’ reviews on the product pages.

On the EMP website, the company allows users to click on the star review section to go to a different page where testimonials are shown. This makes sure that customers don’t need to scroll through a vast volume of information if they want to put a product in their shopping cart.



Whether a B2B website or a B2C website, you should consider every element carefully before making any decision. You will not want to lose money and time on building a website for your online store. Moreover, when picking a web design agency, you should make sure that the agency has experience related to your business model and industry.

About Mageplaza

Mageplaza is one of the top Magento Extension Providers and custom development service providers. They provide high quality extensions and services to e-business customers.

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