I'm in the middle of re-designing our company website and have found myself in a pinch when it comes dividing the site into B2C / B2B. (I've seen the other thread about this topic but didn't think it answered my question.)
Here's my situation: Our primary target user is B2C (in our case, people looking for/signing up for clinical studies). The landing page will oriented towards this user group.
Our secondary target user is business, which are interested in the users which register on our B2C page.
What I'm having a hard time deciding is how to structure the webpage. Should I structure it as two separate websites or as one (with a B2C landing page)from which a B2B user can go to the relevant page? Seesite map sketches below:
As two separate sites:
Or as one site with B2B as a subpage:
I would prefer the two site approach but I'm concerned with how to make the nav clear for B2C users if they accidentally land on the B2B page. (Since they are patients looking for studies, I don't feel comfortable with referring to them as 'customers', neither do I think that they will understand that a 'customers' link will get them to the B2C page.... A copy issue I guess...
On the other hand, if a B2B user lands on the B2C page (which is fine) and finds his way to the B2B page, where does the 'Home' button send him? To the home of B2B or B2C?
I've done some minor testing and found that this was confusing for both target users...