Your selection and prices will always be current

Digitize your product catalog

Paper catalogs are just not flexible enough for the speed of commerce today. Agile business owners need digital ledgers so they have an always-current reference—and so they can adjust the details displayed in their online stores, including prices, discounts, and descriptions. The Inxeption Ledger is built for product inventory management and eCommerce. It helps you adjust to customer trends and market opportunities so you can sell more!


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McAllister Retail

This removes a huge hurdle for us in expanding our ecommerce presence.

Todd McAllister, Founder and CEO

Published Article

Ultimate Guide to Creating and Optimizing Your B2B Website

Inxeption Editorial Team | Published 1-15-2020 | Modified 11-5-2020

When it comes to creating and optimizing your ecommerce site, it’s extremely important to have your audience in mind. If you are a B2B business, your site will have different goals, and hence different design needs than a B2C site might. E-commerce today requires sites that are beautifully designed for a desktop and mobile, and present an easy-to-follow B2B ecommerce website experience.

What is B2B

B2B stands for “business to business,” and it refers to businesses that are involved in selling products or services to other businesses rather than directly to consumers.

What is the difference between B2B and B2C?

When you compare business to business ecommerce to B2C, and you’ll notice that the main goals are generally different. In the B2C space, you are selling a consumer as compared to selling to a business (and the group of decision makers within the business). The motives behind a purchase are different, and the sales cycles differ in time to make a purchase.

The B2B online sales timeline tends to be longer than B2C because buying a B2B solution tends to be more personalized or complicated. B2B products might require quotes or CPQ capabilities and the ability to pay via unique transaction methods (purchase orders, financing, etc.). Because B2B products generally cost more than B2C products and services, decision-makers need more guidance and nurturing in order to purchase.

Designing a B2B website

Your website needs to be designed to meet your clients’ needs. No website has the same goals, so no website should be designed the same way. Especially within B2B wholesale, content on a website can have a major impact on purchasing decisions.

Things to consider when designing your website include:

  • What your products and services are
  • What your target audience looks like and an understanding of the types of information or nurturing that customer base requires
  • Where your business is located
  • What the uniqueness of your product is when compared to competitors

How to make your website stand out against competitors?

An effective, specialized, B2B store will create a customer experience that encourages the desire to learn more. With numerous competitors selling online in any given industry, doing a competitive analysis when designing your website is a great way to ensure that you are including and surpassing what works for your competitors.

Consider the following when analyzing your competitors:

  • Where are they winning? What messaging is engaging and what messaging is not?
  • Do they have any blockers to make a purchase? Go through their flow. If so, how can your business solve these problems?
  • Do they have any blockers to make a purchase? Go through their flow. If so, how can your business solve these problems?
  • How easy is it to get in touch with someone via the website channels like chat, quote request, etc.?
  • By the time you submit a request or speak with a representative, how qualified are you as the “buyer” - do you know for sure that you are a good fit for the solution? Would you be weeded out if not?

Optimizing your B2B website: tips for creating the highest converting site

There are numerous ways to optimize a website. First, know your audience and who you want to convert.

  • What is the demographic and location breakdown of your customer?
  • What are the pain points of your prospective customer and how do you solve those pain points?
  • Does your target audience fall into specific verticals or affinity audiences?

After doing a demographic and firmographic breakdown of your ideal customer, you can optimize your website to bring them in and convert them with some of the following tactics.

  1. SEO

    • Do your keyword research - determine appropriate keywords for pages, the volume of those keywords, and how difficult it will be to rank based on the competitive landscape. Sound complicated? Don’t stress, Inxeption’s marketing experts have you covered.
    • Optimize for long-tail keywords. Because most paid traffic and even SEO focuses on broad or more obvious keywords, doing research into understanding what long-tail keywords your audience is searching for will help you to add content that fulfills those queries. Use LSI keywords (latent semantic indexing keywords) to help Google to better understand your content and help you rank more accurately as a result.
    • Optimize your backlink profile. Link back to specific pages on your site via your own external channels (social media, events, etc.) as well as get links from other high value or high domain authority websites.
    • Optimize your site using technical SEO including meta-descriptions, meta tags, title tags, target keywords, image alt descriptions, and more.
    • Make sure you are optimized for your local audience, especially if you have an in-person presence as well as online. When someone searches for “blank near me” you want to show up even if you are in a remote or virtual location that serves the area of the searcher.
  2. Clear Calls to Action

    B2B buyers rarely make impulse buying decisions. They are making an investment in their enterprise or small business by purchasing your products or services. The best B2B websites qualify a lead through various purchase funnels and conversion behaviors so by the time it gets to your sales team, there is a clearer path to purchase (also known as a warm lead). If you can satisfy a potential buyer's expectations with digital technology and effective user experience design, your site will sell. CTA’s (or calls to action) help to create a sense of urgency and an understanding of the purchasing process.

    Include CTA’s at various points on landing pages to encourage conversions or to funnel visitors through a specific onsite journey. Your website design should be built around your specific niche or market segments with user intent in mind. Keeping a funnel in mind will help you to determine how well your site is doing, understand how qualified your website conversions are, and how you should distinguish leads from conversions from deals (if applicable).

  3. Optimize for Mobile

    It is important that your mobile presence is as optimized in terms of SEO and user experience (UX) design as your web presence. You will also rank better in search engine results when you are optimized for mobile search using blog posts and digital marketing. Google utilizes “mobile first indexing” where they crawl and rank your mobile presence before your web presence, making optimizing for mobile more important than ever before.

  4. Video Content

    Video content will help to increase engagement and time on page. Video content is also versatile and can exist on multiple marketing channels including your website, social media, and email campaigns. Other visual content can give you the same results.

  5. Design

    Colors and imagery should align with your brand and should be inviting to a potential customer. The website should be user friendly (which includes optimizing for mobile). It should be obvious to a customer how to navigate through your site and get the answers to their questions quickly and easily.

  6. Tone/Content

    The tone of your site should align with your business messaging and mission. The same tone should be used throughout. Is your brand more serious or more lighthearted? Answer your customers’ questions in the same way your website is written via external channels, review sites, etc.

    Make sure all writing is clear and concise so the audience isn’t searching for meaning in a very long message. Make sure language is active not passive, everything is in a consistent tense. Include visible and concise CTAs (calls to action) to get their email, to sign up for a demo, to call a salesperson, etc.

  7. Chat

    Have a chat function based in artificial intelligence and machine learning. Enabling potential customers to get live feedback to a question they have about your site is a good way to keep users from bouncing off your page and also to qualify if the type of people you are getting to your site actually qualify for your offering. This is also called conversational selling. If you use a CRM system, a lot have a chat function that you can easily deploy onto your site using code so the information regarding an interaction between a salesperson or automated system and a user on your site is recording for you to review later

  8. Reviews

    Encourage reviews, and keep track of them. Reviews, especially for software or more involved products and services, are important when it comes to B2B platform selling. Put your information on review sites, on your product pages, as well as encourage feedback after someone has submitted their information to your site or has completed a purchase. Encourage reviews on your social media sites. Enable written reviews as well as stars or likes that you can use to share in PR efforts or directly on your Google paid search ads.

  9. Improve Product and Service Descriptions

    Have high quality, compressed imagery on your landing pages. Have easily viewable and understandable CTAs on both the website as well as mobile landing pages of your B2B portal to goods. Make the checkout flow as easy and as short as possible. Improve email marketing to help potential customers complete purchase flows. For example, you can use cart abandonment emails or exit intent popup offers on landing pages.

How do I work with the person building my website?

Understand what the most important aspects of your site are. Base these on the goals of your business and relay these to the experts building your site. The benefit of having experts is that they will have an understanding of how to optimize your site technically to accommodate for specific goals that the website is setting out to accomplish. Unless you have unlimited buyers and unlimited product, you will want to make a site that can be completely correctly and quickly.

How is Inxeption’s solution unique?

Inxeption is a secure and scalable platform that brings the ease of consumer ecommerce to business. From one digital dashboard, drive sales, manage your supply chain and realize cost savings. With Inxeption, you can put your best foot forward when it comes to creating and optimizing your B2B website, and growing top line revenue.