Understanding B2B vs B2C websites

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Design is not just what it looks like and and feels like. Design is how it works. This quote by Steve Jobs assert that design should be a problem-solving tool for businesses and consumers. Both B2B (Business to Business) and B2C (Business to Consumer) websites need to be clear, concise, and aesthetically pleasing. User experience across all devices can improve how successful a B2B and B2C project if the differences are clear.

Let’s take a closer look at the things you might need to consider when creating a website:

1. The Target Audience

Understanding who is the target audience of your websites will help create the right image and tone of voice to appeal to their character.

B2B Websites

With B2B wbsites, you’ll be speaking to a range of highly-educated individuals who are already have a general knowledge of your service. The aim here will to show the end-user how you can help them achieve better results. The langauge and content of the website is all about highlighting the key benefits of the products, and kind of outcomes that they deliver.

Web designers need to work harder at convincing B2B buyers that they’re making the right decision. This is particularly true when you’re selling something like a software subscription that requires a lot of long-term investments.

B2C Websites

B2C target audience are more influenced by emotions. They want quick solutions to their problems, and the opportunity to purchase from a brand that “undertsnads” them.

B2C websites have a quirky layout full of authentic photos and bright colors, so consumers are more inclined to take actions.

2. The Purpose

Another factor is understanding the motive behind consumer’s purchase. How your target audience interact with a brand will help you create a website that appeals to specific goals.

B2B Websites

B2B websites often aim to solve expensive and time-consuming problems for companies. To sell a decision-maker on the validity of a solution, it’s important to thoroughly explain what the solution is, how it works, and how it addresses a specific pain point.

B2C Websites

A B2C website needs to address immediate concerns and connect with the target audience on an emotional level. They make their research on the products or services, but the turnaround is much quicker often requring less information.

Consumers are a lot easier to appeal to in terms of emotional impact, because many of them come to a website looking to fulfill an urgent need. Web designers can take advantage of things like urgency and demand to encourage conversions on the websites.

3. The Design Elements (Visual appearance)

B2B and B2C differ greatly in visual elements, the first is highly professional and the latter is eye-catching, pop and daring.

B2B Websites

These websites are all about presenting a highly professional and respectable image. The content is laid out to encourage clarity and understanding. Information is easy to find, and there are no other issues that might distract a user.

B2C Websites

Eye-catching imagery and little text are major content of a B2C websites. With so many different options to choose from, and most consumers buying out of a sense of urgency, web designers are under pressure to capture attention quick.

4. Website Content

The information conveyed differ, amount of content protrays the kind of target users. The aim of the websites content should always be to answer any question the user might have.

B2B Websites

Designers need to be careful with the content, as the targets users are mixed. If the site caters to different industries, it should show authority, without using too much jargon.

B2C Websites

Alternatively, B2C websites content are a little simpler. Thers’s no need to provide a ton of infromation for different users, web designers can appeal to one target user.

5. CTA Buttons

Call to Actions buttons are crucial part of a website design. However, it’s sometimes difficult to determine where they should be placed, or how may buttons is needed.

B2B Websites

Decision to purchase something isn’t immediate, therefore these sites often use a variety of CTAs. Common buttons include “Request a Quote” and “Sign in”.

B2C Websites

CTA buttons include a single option “Add to Cart” or an extra choice “Add to Favorites”. Users need to instantly see what they need to do next as soon as they are on the website.

6. Contact Form

How the contact form is designed depend on the target-user that the website wants to aooeal to.

B2B Websites

Contact form of a B2B website are longer because additional information about a prospect is required. B2B companies need to share information like what they’re looking for in a service, and how many users they have, so a sales team knows ehat kind of demostration to give.

As with any strategy for contact form design, only fields required by clients are required.

B2C Websites

A dedicated contact from where users can get in touch if they have questions is required. Implementing a pop-up contact form or s newsletter sign up are ways to collect users emails for email marketing.

7. Search Bars and Naviagation

Navigation is a critiical part of a website, end-users need to find it easy to track down the information they need about a company.

B2B Websites

Serach bar takse a less prominent space, because all the infromation required for the users to take their next steps are visible. Web designers need to design for easy conversion, making the purchasing journey the most appealing path for visitors.

B2C Websites

Navigation is an integral part of the consumer journey, they need to be a lot obvious. The search bar is often presented at the top of the screen where consumers can see it. Additionally, there may be multiple pages within certain product categories, so that users can browse through the items they’re most interested in.

8. Social Proof and Testimonials

Finally, social proof and testimomials are ways to converts users who visit the websites.

B2B Websites

Client testimonials, reviews and rating can make all the difference, a dedicated page to case studies to highlight the brand success should be considered.

Awards and recognition can also be included.

B2C Websites

Adding consumer ratings and reviews in areas where it can be seen is important but not an integral part of the website.


Designing for your target audience can be challenging but understanding users interaction to conversion can help meet expectations in a B2B and B2C websites.

excerpt from Webdesign Depot

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There’s a reason companies like Netflix, Nike, Patagonia, and Tencent continually produce inspiring products, services, and innovations: They have design teams that connect their work to the ultimate outcome of their organizations—winning in competitive markets.

These high-performing teams have behaviors, practices, and outcomes that make them mature, or rather, allow them greater influence on a company’s bottom line. The report The New Design Frontier identifies five organic levels of design maturity. Teams in levels 1, 2, and 3 function under the assumption that design is a service for basic aesthetics and creative problem-solving techniques. On the other hand, those in level 4 and 5 are major collaborators in the core processes of strategic decision-making. They experience deeper customer understanding, bolder exploration and experimentation, and more informed decisions vetted through the continuous testing and learning processes design enables.

I’ve seen many design teams stuck at Levels 2 and 3 because they’re unable to correlate more advanced design activities to business outcomes. They’re left waiting for their organization to establish the right conditions for design and make room for it in core processes, and may often feel shut out of innovative strategic decisions. For example, designers may disagree when a insurance company decides to reduce its prices for coverage, or a bank decides to target frequent travelers for a credit card offer, or a hardware company updates its supply chain because they would have recommended a different decision-making process.

Many organizations aren’t prepared to trust designers beyond aesthetics or problem-solving techniques. The reason why? Many organizations think that designers can come up with a lot of ideas—but that the ideas they generate aren’t always seen as viable options to move the company forward.

And I’ve never seen organizations give their trust to designers organically. Instead, designers have to earn it. To really mature as a team and earn a seat at the table, they must step outside their comfort zones and learn the business. They must rethink their function on a very basic level, starting with accepting…

To win in the market, organizations, both for-profit and non-profit, need a competitive advantage: A condition or circumstance that puts them in a better business position than the rest of the field—and that’s the perspective of the C-suite.

It is therefore the designer’s job to distinguish how the aesthetic, interactive, storytelling, and brand work they do is not only visually or experimentally amazing to executives, but also how it creates a meaningful, productive, ethical and transformative value for their customers and positively influences a company’s bottom line.

We as individual designers have the ability to reframe the greater conversation about the value and fit of design in the organization—beyond just discussions of aesthetics. We can speak about why a decision is good for the business, how a decision can be executed by the team, and why the decision will be adopted by our customers. This reframing is an important first step on the road to greater design maturity and establishing greater trust with our cross-functional colleagues. And it’s a first step we can take today.

excerpts from invision by Ryan Rumsey

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Artificial Intelligence is a computer programming that learns and adapts. The goal of AI is to teach intelligent human behaviours taught to computer systems.

These systems can be taught how to analyze large datas, the stock market and diagnose health conditions with accuracy.

There are technologies that help us in our everyday life – making our daily task that required considerable human intelligence and energy a lot easier. Automated lighting that can go on and off without the flip of a switch, self driving cars and organizing our daily routines.

The last decade has seen major progress, sparked by increasing computer speeds and the introduction of techniques such as machine learning. As a result, AI is now becoming increasingly woven into the way we live, work and make sense of the world.

Ultimately, the future of these technologies will depend heavily on what people decide to do with them, but the promise they have to transform human challenges is becoming clear.

A beginners A-Z guide by Oxford internet institute at the University of Oxford and Google, breaks down this complex area of computer science.

Excerpt from The A-Z of AI

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Searching for an online video tool to create amazing videos to advertise your businesses, make presentations, showcase products and share memories with family and friends.

FlexClip is a drag & drop online video editor designed to create videos in minutes. It contains stunning video templates that users can select, whether used for commercial purposes or a home clip. It also provides you with various features such as importing images, video, sound files, text, and even logo to customize your video.

FlexClip is easy to use and has a wide range of high-resolution photos and video templates. The video editor has tool tips that helps you navigate it therefore making your learning curve easier.

FlexClip provides free and premium features and resources for a little fee.

Some key features:

○ Possibility to manage everything with the drag and drop of the mouse.

○ Choose a large number of video templates, pictures, and audio tracks.

○ Support all the most popular formats, such as MOV, WEBM, M4V, MP4, AAC, FLAC, M4A, MP3, etc.

○ Highly precise cutting, splitting the video.

○ Zoom, rotate photos and video clips.

○ Possibility to add caption texts, logo, music, filter, transition effects and much more.

○ Option to record your own voice over.

○ Exports based on the most common proportions, such as 16:9, 9:16, 1:1 format.

○ High quality video creation, including 480p, 720p and 1080p.

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A design system is a collection of reusable components, guided by clear standards, that can be assembled together to build any number of applications.  It enables team to build better products faster by making design reusable- reusability makes scale possible. Investing in a design system offers a competitive advantage in overall customer experience and reduces support costs.


Defining and adhering to standards is how we create understanding. Doing so removes the subjectivity and ambiguity that often create friction and confusion within  product teams. Standardizing things like naming conventions, accessibility requirements, file structure will help teams work consistently and prevent errors.


Components are portions of reusable code within your system and your applications interface. Components range in complexity. Reducing components into a single function, like a button or a drop down increases flexibility, making them more reusable.

Building a design system 

  1. Conduct a visual audit
  2. Create a visual design language; color, typography, sizing & spacing, imaging etc.
  3. Create a UI/pattern library 
  4. Document what each component is and  when to use it

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Open Peeps is a hand-drawn illustration library by Pablo Stanley. The library works like building blocks made of vector arms, legs, and emotions. You can mix these elements to create different Peeps. The options are unlimited; combine clothing and hairstyles to add flair, change emotion with different facial expressions and set the scene with different poses—including standing and sitting.

Creations for all occasions.

You can use Open Peeps in product illustration, marketing imagery, comics, product states, user flows, personas, storyboarding, invitations for your quinceañera…or anything else not on this list.

The library is in the public domain under the CC0 License. This means you can copy, modify, distribute, remix, burn, and use the work, even for commercial purposes, without asking permission.

How to mix a Peep.

There are over 584,688 possible combinations to create a character. Use any product design tool like Sketch, Figma, XD, or Studio to mix nested components.

Open Peep

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Unscreen is a website that can remove video and gifs backgrounds automatically. This is a game changer for video editors who do not have the luxury and technicalities of a greenscreen. With Unscreen you can record your footage anywhere, then simply get rid of the background.

To upload a video, click “Upload Clip” on the TOP page and select the video file or drag and drop the video in the browser to upload. Supported file formats are mp4, webm, ogg, mov, and gif.

The background of the image will be removed automatically within seconds depending on your video size.

Unscreen also provide options to add a new background of your choice. Unscreen Pro version is also available so you can download your file as an .mp4 instead of the .gif download.


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Chart.js is an open source JavaScript Library for designers and developers to create responsive and animated chart. It has 8 chart types so you can visualize your data and they are easily customizable. A simple JavaScript that renders in HTML5 canvas flawlessly across all modern browsers (IE11+). 

Create all kinds of chart; bar charts, line charts, area charts and pie charts. The kinds of chart to create is endless. If you can visualize it then you can create it chart.js.

Creating a Chart

It’s easy to get started with Chart.js. All that’s required is the script included in your page along with a single <canvas> node to render the chart.

Add ‹canvas id=”myChart” width=”400″ height=”400″›‹/canvas› within your body tag, where you want the chart to display.

Add the following script to render your chart;

var ctx = document.getElementById(‘myChart’).getContext(‘2d’);
var myChart = new Chart(ctx, {
type: ‘bar’,
data: {
labels: [‘Red’, ‘Blue’, ‘Yellow’, ‘Green’, ‘Purple’, ‘Orange’],
datasets: [{
label: ‘# of Votes’,
data: [12, 19, 3, 5, 2, 3],
backgroundColor: [ ‘rgba(255, 99, 132, 0.2)’, ‘rgba(54, 162, 235, 0.2)’, ‘rgba(255, 206, 86, 0.2)’, ‘rgba(75, 192, 192, 0.2)’, ‘rgba(153, 102, 255, 0.2)’, ‘rgba(255, 159, 64, 0.2)’ ],
borderColor: [ ‘rgba(255, 99, 132, 1)’, ‘rgba(54, 162, 235, 1)’, ‘rgba(255, 206, 86, 1)’, ‘rgba(75, 192, 192, 1)’, ‘rgba(153, 102, 255, 1)’, ‘rgba(255, 159, 64, 1)’ ],
borderWidth: 1 }] },
options: { scales: { yAxes: [{ ticks: { beginAtZero: true } }] } }

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Reframe.js is a lightweight JavaScript plugin that makes unresponsive elements responsive. The setup is easy, add reframe.min.js to your document and reframe the element.

How does it work?

Reframe.js removes a specified elements height and width attributes and wraps the element in a responsive div that is an intrinsic ratio of the original element. This plugin is best used for embedded elements like iframes and videos. The plugin is valuable when including it in a module that has to be very small and with minimal dependencies. 

Another option avaiable is the Noframe.js makes the same ratio as Reframe.js using css calc.

Noframe.js’s doesn’t wrap the element you’d like to be responsive. It, instead, does a calculation based on a parent element’s max-width. 

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Illustrations.co is designed and developed by Vijay Verma, a 100 days of illustration challenge during which he designed 100 awesome illustrations and keeps adding to the open source illustrations kit. All illustrations are completely free and can be use for commercial and personal use. The illustrations are available in AI, SVG, PNG, EPS and Figma.

Here are some of the detailed illustrations and range;

We curate the best and creative websites designed and developed in Africa; Ghana, Kenya, Nigeria, South Africa, Uganda, Egypt, Morocco, Tanzania.

54-webs.com is a website inspiration gallery from different industries in the 54 countries in Africa useful for website creation. We curate the best website designs built and developed in Africa. Our goal is to integrate African designers and developers in order to interact, inspire, impart knowledge and share innovative and new technology useful for website design and development.