A business-to-business (B2B) website is a website that is designed for the explicit purpose of selling products and services to businesses and not retail consumers. The sites www.oracle.com, www.cat.com, and www.uline.com are good examples of B2B websites.
On the other hand, www.sears.com is NOT a B2B website. The core differentiator is that B2B sites sell products and services that appeal primarily to businesses. In addition, most B2B companies also have medium-to-long selling cycles and a have a sales team that engages with customers to facilitate a sale.
Customers typically first engage with a B2B website by finding the website through a search engine. It is therefore critical that the website is optimized for search engines. This involves developing a keyword strategy and on-page search engine optimization (SEO) techniques. To learn more about B2B SEO, check out the DMZ Interactive B2B SEO Audit here. In addition to being optimized for SEO, best-in-breed B2B websites are built on a content management system (CMS) like Drupal or WordPress. The content management system is the glue that ties it all together. A content management system is a software application that makes it easy to publish content to the web. To learn how to select the right CMS system for a B2B website, check out this blog post. Most B2B websites are either optimized to capture sales leads or have full e-commerce capabilities to complete the sale. Sites that are optimized for lead capture usually employ landing pages which integrate with CRM and marketing automation systems. B2B sites that have full e-commerce capabilities allow customers to purchase their products and services online without the involvement of sales. Typically B2B e-commerce sites integrate with backend inventory, order fulfillment, and accounting systems.