B2B website

Three things distinguish it from a consumer site. The decision involves several people, so the site has to convince a researcher who will forward it to a decision-maker. The purchase is justified to someone else, so evidence matters more than persuasion. And the timescale is long, so the site is visited repeatedly across weeks, which makes clarity on return visits more valuable than novelty on the first.

The conversion is rarely a purchase. It is an enquiry, a call booking, a document request or a demo, and the site’s job is to make that step feel proportionate to the stage the visitor has reached. Asking for a sales call on first contact is common and costs enquiries from people who are still comparing.

The most frequent structural failure is a site organised around the company rather than the buyer’s questions. Pages named after internal divisions, an offer described in the language the team uses internally, and evidence buried below the point where a visitor decides. Reordering around the questions asked in a first sales call usually improves a B2B site more than a redesign does.