Corporate B2B websites and portals

The website is a must. It is and remains the company’s business card, the digital company brochure. In the global world of international business activity, the website is a crucial point of contact. It is therefore often one of the first customer touchpoints on the way to new customer relationships. More than 70% of B2B decision-makers use the corporate website as a source of content. The same also applies to the job market. Twenty-five percent (25%) of all applicants start their job search on a company’s career web page. A good website presents the brand, conveys a feeling, and creates a basis of trust. It introduces the company. It presents products and services.

Information hub in B2B communication.

Corporate websites in B2B are still geared more towards internal company structures (internal view) than the needs of the various target audiences (customer view). In other words, many companies have a nice image-oriented website with lots of information, but it is not geared towards customers and their needs or the customer journey. In short: Websites are often a reflection of a company’s organizational chart, not the customer’s need for a solution. Moreover, many websites are still a long way from professional content marketing.

Yet the corporate website is often one of the first points of contact between a B2B company and its prospective customers and applicants. It is the place where visitors gain a first impression, search for information, and decide whether they are still interested in a company and its products and services. But what makes a successful B2B corporate website? That’s why an intuitive and appealing user experience is key.

Customers and applicants wish to have their needs and questions taken seriously, not just be bombarded with information about the company’s products, product ranges, and organizational structures.

First: Change your perspective!

As a B2B digital agency, it goes without saying that we put on the customer’s glasses. And that’s exactly what we do for our clients in website and portal projects. We focus on the perspective of customers and job candidates. After all, the user experience on a corporate B2B website should be seamless throughout the entire customer journey. This means that visitors should have a positive and informative experience, regardless of which phase of the customer journey they are in.

This is not possible without high-quality content! A corporate website without quality content is like a book with blank pages. Content marketing is crucial to provide relevant information and support customers along their journey.

Second: Surprise and inspire!

Brand experience is key. A sustainably positive brand experience is crucial for companies, as it can have a direct impact on customer loyalty, reputation, and the long-term success of a brand. In B2B companies, the principle of “don’t give too much away” often still applies. But the exact opposite is true. If you as a B2B company offer real added value on your corporate website; for example, through industry-relevant statistics, an innovative approach to problem solving, or inspiring stories, then you will arouse interest. Success stories, case studies, or individual and personalized content will appeal to customers and applicants based on their interests and expectations. Customer support that responds quickly and efficiently to inquiries, or interactive elements such as product configurators or live chats increase the engagement rate. As a B2B company, you can leave a positive and lasting impression with your corporate website.

Customers and job candidates want to be surprised, compelled, and inspired by the B2B brand within the website at the customer touchpoints that influence their opinion-forming and decision-making behavior.

The usability of a corporate website — from navigation to contact — leaves a brand-defining impression.

Third: First impressions count!

The usability of a corporate website directly influences the first impression that customers and job applicants have of a B2B company. If visitors to a website have difficulty finding information or navigating through the pages, a negative first impression is created. This can lead to potential customers leaving the website. Conversely, usability helps to build trust. If visitors can easily find what they are looking for on a corporate website, they feel more comfortable and are more likely to trust the company or brand. Trust is a crucial factor in B2B decision-making. And a user-friendly corporate website promotes brand loyalty. When customers have a positive experience on a website, they are more likely to return and engage with the company.

When set up correctly, a corporate B2B website creates access to the customer. With the right content and good content marketing in combination with successful search engine optimization (SEO), both technical SEO and on-site SEO, the chance of being found on the web increases. Integrated analysis tools provide information about the use and usage behavior of the website. This is valuable knowledge that contributes to ongoing optimization in an iterative process.


The corporate website is the nucleus of B2B communication. It conveys a holistic image across all levels: Image communication (identity), product communication, sales communication, job applicant communication, and corporate communication (financial market, sustainability, social responsibility).

From the corporate B2B website to the portal

For B2B companies, the corporate website is often just one building block in today’s digital communication. Store solutions, (web) apps, customer and employee portals, intranet solutions, PIM systems (Product Information Management) or DAM systems (Digital Asset Management), Internet of Things (IOT), smart home applications, etc. are usually additional web applications that, for us as a branding and digital agency, must be considered not only in terms of technical implementation, but also against the background of a consistent brand experience.

INCREON never develops in isolation from the perspective of the brand and customer. Marketers can talk about customer journeys, content marketing, brand management, and brand experience in the digital space. Or about understanding and acceptance within their own company. In discussions with developers and IT specialists, the focus is then on the technology and the system, which is why our online marketing and brand experts sit at the table in an interdisciplinary team. This ensures that the solution is equally well received by everyone.

In a nutshell

  • The security and complexity of the applications determine the individual server and security concepts for the respective requirements.
  • Transparency in digital communication is a must, but the protection of privacy and company information takes precedence to the appropriate extent in each case.
  • The networking of data, also in the sense of big data, cannot be stopped. The only important thing is that the user knows and can understand what happens to their data, where, and to what extent.

Regardless of whether an application is aimed at partners or end customers, it is important that the digital brand design is recognizable, which is expressed above all in usability and interface design (UI design). This is where the visual connection must be made and the user must be inspired by the brand.


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