Why your B2B website doesn't generate leads
It is rarely the design. Four structural reasons B2B sites collect compliments instead of enquiries, and what to change first.
5 min read
B2B web design
B2B web design that has to earn its keep
1 article · last updated
Most B2B websites are brochures with a contact form bolted to the end. They describe the company, list the services, and wait. That was a reasonable design in 2010, when a buyer had to call you to learn anything. It is an expensive habit now, because the buyer has already read three competitors before they reach you and they are looking for a reason to stop looking.
What we write about here is the other kind of site: the one that does a job. Where the structure follows how the buying decision is actually made, the proof is specific enough to be checkable, the page loads before anyone gets bored, and the next step is obvious on every screen. None of that is decoration — each of them is a place where enquiries are won or quietly lost.
We build these for a living, so the articles below tend to be opinionated and specific. Where there is a number, it came from a real build.
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