A B2B website should include clear service or product pages, evidence such as cases, a page per industry where it matters, the people behind the company, an honest view on price and process, and a low-pressure next step. Build it for the whole group that decides, not only the first person who visits.
How is a B2B website different?
It has to convince a group, over time, and often when you aren't there. The person who finds you may not decide. A technical colleague checks whether it can work, someone from finance looks at risk, and a director asks why you. Your site gets forwarded between them, so every important page has to make sense on its own.
Which pages does it need?
| Page | Question it answers | Who needs it most |
|---|---|---|
| Homepage | What do you do, for whom? | Everyone |
| Service or product pages | What exactly do I get, and how does it work? | The first visitor, the specialist |
| Cases | Have you done this for someone like us? | The decision-maker |
| Industry pages | Do you understand our world? | Buyers in that sector |
| About and team | Who would we be working with? | Everyone, later in the process |
| Process and pricing | What happens, and what is the order of magnitude? | Finance, the decision-maker |
| Security, terms, documents | Is this safe to buy from you? | IT, purchasing, legal |
| Guides | Do you know what you're talking about? | People early in their search |
A small company doesn't need all of it on day one. If you have to choose, start with service pages and cases. Add industry pages only when you have something specific to say about that sector. A page that swaps the industry name and changes nothing else does more harm than good.
What makes B2B proof convincing?
Specifics do. A case that describes the situation, what you did and what changed beats a wall of logos. Only state results you can back up, and get permission to name clients. If you can't name them, describe them honestly: sector, size and the problem. Named people on the team count as proof as well. See what the best service company websites do.
Should you put pricing on a B2B site?
In our opinion, yes, at least as a starting point or a clear explanation of what drives the price. We publish our own because a conversation goes better when both sides start from the same number. If your pricing can't be published, explain how it's built up. Silence makes people assume the worst, or leaves them to guess.
What should the next step be?
Offer more than one level of commitment. Not everybody is ready for a sales call. A good set has a direct route for those who are ready, plus something lighter for the rest:
- Talk to a named person, with a clear idea of what that conversation is
- A scan, a calculator or a checklist that helps people decide
- A document someone can forward to a colleague
- Direct contact details, because some buyers simply want to call
Then make sure enquiries don't sit waiting. Connect forms to your CRM, and read about AI lead qualification if your volume calls for it.
What can you leave out?
- Mission statements that could belong to any company
- A news section that hasn't been updated in years
- Long client logo strips without any context
- Jargon your buyers don't use themselves
Some buyers also ask AI tools for shortlists, so be clear about what you do, where and for whom. These 15 checks help, though no one can guarantee a mention. A site with cases and articles fits our Complete package, from €5,950, excluding VAT.
