To understand how to think about website navigation for B2B companies, it's useful to understand B2B audiences. B2B companies are often run by technical people with products and services targeted to other technical people. In our experience creating B2B websites and brands, the common tendency from a website perspective is to push products and services, because one's features or benefits outshine those of competitors. B2B websites often tend to be challenging to navigate and full of industry insider terminology. It's not unusual to find no value proposition at all.
Raincastle's Web Design & Marketing Blog
I was talking to a European client this morning, He was asking me for examples of websites with navigation typical of an American company. While the client was perhaps looking for cultural distinctions, I thought that website navigation was an interesting topic and one that we are asked about often. The subject warrants a series of posts, so for the sake of brevity, this post will present the macro view. For this discussion, I will address the B2B space.