Thursday, November 1, 2007 A Well-Balanced, Engaging Site

It isn't often that I come across a B2B site that is successfully designed to look like an engaging B2C site. But is one of those rare exceptions.

Ohaus Corp. produces balances and scales for a wide array of industries from Laboratory to Jewelry to Education and more. How do I know this? It is clearly displayed in the top navigation bar, thus quickly aiding somebody who is looking for products that serve his/her field. All too often, sadly, companies think that they should put up their web site and make it difficult for visitors to figure out how the products shown relate to them. This site avoids that unfortunate trap.

Additionally the site offers multiple ways to find just the product you're looking for, which increases the chance that you'll get what you want... quickly. That makes the site a great sales tool, rather than just an electronic brochure like sites were designed to be 10 years ago. Many B2B companies still fail to grasp this concept and could very well be leaving money on the table.

Lastly, the overall graphic design of the site is sharp, with bright, clean photos, eye-catching buttons, and an easy navigation. Much better than most dull, outdated, unengaging B2B sites. This is quite refreshing.

I only found two negatives. The first is that the Press Release section is three years out of date, meaning that either the company has abandoned this effective marketing tool or they have forgotten to update this section. Secondly, the home page (both the main home page and the USA home page) has ZERO text on it. By not updating the press release section and by leaving the home page text-less, they may be hurting their search engine results, while also seeming distant to visitors who would be looking for better quality in these areas.

All in all, this site is a great example of breaking the mold of typical B2B sites and becoming a more engaging B2C-type marketing tool. This site has come a long 'weigh' in the B2B realm.

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