While business-to-business and business-to-consumer sales processes are often starkly different, a B2B website can still benefit from a website design built with a single consumer in mind, Paul Dunay writes. Many B2B websites focus on the company's message at the expense of the individual customer experience, he notes. Dunay recommends using typical consumer retail site elements such as product reviews, large images and easy-to-navigate layouts.
Why good B2B websites look a lot like good B2C websites
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