It’s obvious that there has to be a different dynamic when trying to sell to the average American consumer compared to when landing a multi-million dollar business contract with a major corporation. If you want to sell paper plates and cups to a family for a graduation party, just get them to surf your website and proceed to checkout. But if you want a major company to stock your disposable kitchen products in their break rooms across the world, you know you’re going to have to make a pitch to multiple individuals who will all play an important part in the decision-making process.

So what do you do to your website to tailor it to businesses if your products or services are geared towards the business industry? It may seem counter-intuitive, but first and foremost you should really ensure your website is consumer-friendly. After all, none of your corporate clients are going to be making major purchases at your online store anyway – this is mostly for research purposes.

We make the mistake of trying to sell to businesses online by puffing out our chests and boasting about our company, our product, and our vision. The question we forget to answer is: What does the buyer want? We think about that with individual customers, so why not businesses too? They don’t care about your mission statement – they want to know what products you have and how they will fill their needs.

Getting web traffic from businesses that are potential clients is obviously important -but conversion is even more important still. It doesn’t matter how many corporate purchasers look at your page if no-one ever contacts you to do business. You want your site to be user-friendly such that a busy businessman can easily find what they are looking for. Factors such as the way your product search works and the number of ways information can be sorted are the kinds of things that will be most appealing to potential future business clients.

Last but not least – just like an individual consumer, businesses will want to know what others who have used your product think of it. Don’t underestimate the power of genuine reviews from companies that have purchased from you in the past. A simple email reminder a few weeks after a sale can encourage a client to tell others what they think. All the grandstanding in the world won’t inspire as much confidence as one customer who declares “This was exactly what our business needed!” or “We definitely got our money’s worth!”