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To achieve your business objectives, the website does not need to address, nor appeal, to all audiences, just your target audiences. The better we understand their goals and objectives, the better we can design their website experiences. It sounds like a lot of work. And, in some cases, it can be. But, if we do our job right, it is nothing that your visitors will recognize at the end of the day. But you will - by the results.

"Many websites are not as effective because they do not consider users' objective before aligning with business objectives." (Gartner 2004)

Some simple guildelines we follow:
  • Focus on the end user's intention, whether it's performing a task, researching information or buying a product.
  • Plan the action that you want users to take and tell users what they need to know in order to take that action.
  • Ensure that B2C and B2B sites provide clear navigation paths for visitors who know exactly what they want. Design similarly clear paths for visitors who are not as sure what they are looking for.
  • Prevent confusion by ensuring that the site is consistently designed from page to page.
  • Design multiple channels - ensure that the site offers more than one way to find what they are looking for.
Business to Business Business to Consumer Business to Investor Mixed Audiences
What makes a great BtoB website? Actually, the same simple rules apply. First impression, Emotion, Message, Action.
Business to Consumer (BtoC) ecommerce is more than Amazon.com. Ask any realtor, travel agent or mortgage broker.
Start-ups and small businesses are often looking for funding. Increasingly, the first impression you make on a potential investor, angel or VC, is from your website.
What do you do if your website is targetting business from other businesses, consumers and may also be looking to attract the investment community?
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