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B2B Communications: App, Mobile Site, or Responsive Site?

TSC-Responsive-Gif-IHRThere’s a lot of pressure out there to come up with the most innovative site that has the best UX, with compelling design. Throw in mobile compatibility, and it’s making site design a tough decision for B2B companies. Should they have an app or design a mobile site? What about a responsive site? Here’s our perspective on making the right choice for your company:

  • Mobile app: There are quite a few reasons B2C companies make mobile apps. Usually, the best reason is because someone is going to engage with a particular functionality you offer day in and day out. For example, Weight Watchers requires that people track information daily, so an app comes in handy. An app might also be great when someone doesn’t need a constant data signal, like playing Angry Birds. In B2B, is someone actually interacting with your site each day? What if you just design a kick-ass site? Don’t force someone to download an app that requires updates when a site will do just fine.
  • Mobile site: Many sites today have great mobile functionality. They’ve prioritized the content so it’s easy to get to what you need without lots of filler. The buttons take you to the right places quickly, and you can even maintain a secure connection. For example, a lot of banking companies that have mobile apps have great mobile sites, like Bank of America. In fact, with text alerts and actions, you might not have to visit the site from your phone. A mobile site might be a good fit for B2B companies, especially if it’s integrated with software someone needs to sign into.
  • Responsive site: Instead of thinking about mobile after the fact, many companies are using responsive design for their websites to cover mobile integration. It will require you to rethink your site. For example, instead of pages filled with heavy content, you’ll want to get to the point quickly with shorter descriptions. You’ll also want to identify what scrolls and what needs buttons, as well as the prioritization of information. The benefit of thinking and planning ahead, though, is that your website will be cleaner from the start, regardless of whether it’s viewed on a desktop or mobile device. One we’re pretty proud of is the InfluenceHR site.

Don’t waste design dollars on a solution that isn’t going to be a good fit for your company. In many cases, B2B companies might want to follow B2C examples, but take a second look — those B2C companies are changing with the times, too.