i-way Consulting

Companies with customers that are other companies - B2B - are often confused about what their web site should be doing. 

They are told to "set up an online shop" - a meaningless concept to many of these companies.  They have no catalogue, they don't want to display prices, their products are not suitable for credit card payment, or their export activities do not fit this approach.

As a result, the web site is confused.  Result: unmet management expectations; low return on investment; and lost customers because the online business capabilities they seek are not provided.

As a minimum, B2B web sites should provide:

Three successful models for web sites for B2B companies are:

First Contact:  Company and product information designed to attract customer enquiries which are then handled by the usual marketing / sales processes.  An inexpensive and very cost effective sales lead generator.

Distributor and agency: Company and product information, but this time to attract enquiries from potential distributors or agents where the company wants to operate.

Key Customer: A private, password protected, area that provides confidential information to trusted large or regular customers: prices, discount information, ordering against account, and other valuable services to key customers.

Note that these successful models copy existing business strategies and processes into the online world.