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B2B Websites Articles & Videos

  • Corporate Websites Get a 'D' in PR

    Corporations spend millions on PR, and yet the press sections of their websites often fail to meet journalists' most basic information needs. In our recent usability study, journalists found answers to only 68% of their questions across a range of corporate sites.

  • Enterprise User Experience

    Trends for improving the user experience for enterprise software and other internal design projects.

  • Workplace Application Usability

    Enterprise applications that support work often do so poorly and have bad user experience. The usability requirements and tradeoffs for workplace app design are different from consumer apps.

  • Can UX Help in Procurement of Enterprise Solutions?

    Will enterprise solutions ever get good usability? Jakob Nielsen is skeptical in the short term, but cautiously optimistic in the long term.

  • Persuasive Techniques for B2B and Intranets

    Tips for simplifying decision-making and engagement on B2B and intranet sites.

  • Industries Impacted Most by UX (Jakob Nielsen)

    Industries such as technology and e-commerce have reaped the rewards of good UX. Other sectors such as B2B and Intranets are following suit.

  • B2B vs. B2C Websites

    Learn about the key differences between B2B and B2C websites, and the two crucial types of users that business-to-business websites must consider.

  • What B2B Designers Can Learn from B2C About Building Trust

    Even though B2B and B2C ecommerce sites have different kinds of users, both types of sites can use similar strategies to simplify purchase flows and increase consumer trust.

  • ‘Contact Us’ Page Guidelines

    Users still expect to see company addresses, phone numbers, and email addresses on ‘Contact Us’ pages. Don’t hide or replace these elements with automated tools such as ‘Contact Us’ forms or chat.

  • "About Us" Information on Websites

    Users expect About Us sections to be clear, authentic, and transparent. They compare corporate content with third-party reviews to form a holistic opinion of a company before initiating business or applying for jobs.

  • Counterfeit or Credible? UX Design for Authenticity in China

    In China, websites must work harder than in other markets to gain users’ trust. Displaying the company’s local presence, past client work, and being available to answer questions via online chat are critical.

  • International B2B Audiences: Top 5 Ways to Improve Your Site for Global Users

    International B2B sites should demonstrate regional presence, adapt to local conventions, and ensure that localized sites are consistent with a main site.

  • B2B Product Specifications: Guidelines for Creating Useful Product-Specs Pages

    Effective product information on B2B sites satisfies 5 main criteria and can be put together using our spec lists for physical and software products.

  • B2B vs. B2C Websites: Key UX Differences

    B2B sites must help both end users and decision makers. Include price, specifications, compatibility information, and be relevant to all targeted verticals.

  • When to Hide Content Behind Forms and When to Give Content Away

    Understand your users’ intents and stage in the sales funnel before you gate content.

  • Use Specialized Language for Specialized Audiences

    B2B sites and other sites with specialized content that target professionals or enthusiasts should use their audiences’ jargon to communicate more precisely and professionally.

  • Avoid Format-Based Primary Navigation

    Format-based navigation, such as links to Videos, at the top levels of a website’s information architecture lacks sufficient context and information scent for topic-focused users.

  • State the Price to Give B2B Sites a Competitive Advantage

    Prospective customers want to know the price as their #1 info need on any website — including B2B sites, but these sites often hide or obscure pricing information.

  • B2B Usability

    User testing shows that business-to-business websites have substantially lower usability than mainstream consumer sites. If they want to convert more prospects into leads, B2B sites should follow more guidelines and make it easier for prospects to research their offerings.

  • Show Prices for Common Scenarios

    B2B sites often have overly complex pricing structures or can't show prices at all. To help prospects with early research, list representative cases and their prices.

  • B2B: Help Your Fans Convince Their Bosses

    B2B websites must support a more complex buying process than B2C sites. Three key goals are to make a buyer's shortlist, offer a downloadable advocacy kit, and build a reputation for great service.

  • Corporate Websites Get a 'D' in PR

    Corporations spend millions on PR, and yet the press sections of their websites often fail to meet journalists' most basic information needs. In our recent usability study, journalists found answers to only 68% of their questions across a range of corporate sites.