What Website Does a B2B Company Need to Increase Sales: 7 Solutions That Really Work

What a B2B client needs when they visit your site

The internet today is like a supermarket without salespeople. A person enters, looks around, takes something from the shelf, reads the label — and if everything is clear, they buy it. If not, they leave quietly, and you don’t even realize you lost a potential client. In B2B, this situation happens every day.

Let’s analyze what a person is really looking for when they open a B2B site and what makes them close the tab within 30 seconds.

Behavior Logic: How buyers make decisions

Forget about emotional triggers like “Wow! I want this!”. B2B is cold, rational calculation. The decision-maker doesn’t spend their own money but bears responsibility for the result. And the first thing they do is assess risks.

In their mind, there’s a dialogue like this:

• Can I trust this?
• Who else are they working with?
• Will I be stuck with tech support later?
• How much does it cost and what will I get?
• Where are the case studies? Where are the numbers?

It’s not just curiosity — it’s protection. And if your site doesn’t answer these questions, they’ll go to someone who does. No calls, no questions, no second chance.

Trust, speed, expertise — the key to a request

In 2023, LinkedIn published a study indicating that 75% of B2B buyers evaluate a company’s reliability solely based on its website. It’s not just about the design—it’s about depth, content, and logic. If the site lacks case studies, testimonials, or a clear process, trust won’t be established. Without trust, there won’t be any inquiries.

Now imagine a situation. An industrial equipment supply company updated its site: added a “Solutions for Every Type of Client” section, created pages “for logisticians,” “for warehouses,” “for production,” added interactive calculators and examples. And what do you think? In 3 months, the number of inquiries doubled. The reason — clients understood what they are being offered and how it solves their problem.

Now let’s imagine the opposite. An IT company created a “trendy” site with giant abstract headlines like “We are reimagining the future.” It looked cool. But after launch, the traffic remained the same, and inquiries dropped. Why? Because the client didn’t understand what they actually do. Here’s what you should indicate for the client to understand everything:

1. What do you offer and to whom? — clarity from the first seconds.
2. How will this help my business? — specifics, not abstractions.
3. Why can you be trusted? — case studies, testimonials, client logos.
4. How to start cooperation? — a clear, simple call-to-action.

How to Structure Information for a B2B Audience

When writing for the end consumer, you can play on emotions. But in B2B, a structured presentation is important, akin to technical documentation, just without the dullness. This doesn’t mean the text has to be dry. It should be logical and profound.

Here are the key sections worth including on the site:

• Value proposition — clear and concise. In one sentence.
• Products/Services — divided by purpose or client type.
• Problem-solving — show what issues you address.
• Case studies — not “We work with big brands,” but “We implemented a solution that saved the client $20,000.”
• Testimonials — genuine, with names and positions.
• CTA — button, form, or cost estimate — without unnecessary steps.

It’s not about “adding more,” but about removing the excess so that users see the essence. This is how personalization works in B2B. It’s not magic — it’s attention to audience needs. And it’s one of the fastest ways to boost conversion.

A B2B client visits the website not for beauty or inspiring slogans. They come to solve a problem, minimize risks, and find a reliable partner. If you don’t address these needs immediately, you’ve already lost out to someone else. Your task is not to persuade, but to help the client convince themselves that you are the right one for them.

Quality structure is the foundation for converting traffic into leads

A website without structure is like a store without shelves: everything is there, but nothing can be found. Even if you have a top product and a great team, if the user doesn’t understand where to click and what to do, they’ll leave. And no one will say to them: ‘Hey, wait! We have a solution just for you!’

Let’s be honest: not all your potential clients have the patience to go through 17 sections. Most of them are entrepreneurs, department heads, and procurement managers. They need to quickly find answers to specific questions:

What do you do? How much does it cost? Who have you already worked with? How to get in touch?

That’s why a clear, logical structure is not just a designer’s wish, but a conversion necessity.

What sections a B2B website should have

Every business has its unique features. However, there are fundamental blocks that have become must-haves for any B2B site. Interestingly, most rapidly growing companies have similar approaches to structuring. Therefore, below is not just a checklist, but essentially an ‘architectural project’ for your site.

Here are the blocks you should consider:

• Homepage — with a clear value proposition, a poignant headline that says ‘we solve your problem,’ rather than ‘we have been creative since 2005.’
• Service/Product Pages — preferably separate pages for each service. And not just ‘Website Development,’ but ‘eCommerce Platform Development for Fashion Brands.’
• Solutions by Niche/Client Type — not mandatory, but incredibly effective. For example, ‘Solutions for Logistics,’ ‘For Agro,’ ‘For HoReCa.’
• About Us Page — not one rewritten from a 10-year-old presentation. A lively one, with history, team, values, and numbers.
• Cases and Projects — not a portfolio. These are stories of solving specific tasks. Problem → Solution → Result.
• Blog/Analytics/News — if you want to build expertise, there should be more than just ‘We attended an exhibition.’
• Application Form/CTA — don’t make people search for how to contact you. The CTA should be accessible from any page.
• Frequently Asked Questions (FAQ) — a perfect tool to address objections before they even arise.
• Contact — with an interactive map, phone, email, and messengers.

These sections are not just “tick the boxes”. They address the needs residing in your clients’ minds.

Landing Page Structure: Example of Effective Construction

Many make the mistake of directing traffic to the homepage instead of landing pages tailored to specific queries. It’s like bringing someone to the airport and saying, “Well, you’ll find where you need to go from here.” But they need a specific terminal.

A landing page is not just a place for conversion. It’s a short and clear path from problem to solution.

This is how a competent landing page structure looks:

1. Headline — short, strong, with a focus on value.
2. Subheadline — reveals to whom the solution is for and why it’s effective.
3. Client Problem Description — it’s important here to show that you understand it.
4. Solution — how exactly you resolve it.
5. Benefits/Comparison — what sets you apart from others (numbers, guarantees, case studies).
6. Social Proof — testimonials, partner logos, videos.
7. CTA — convenient form, short, preferably with options (call, inquire, get a quote).
8. FAQ — most common questions.

This is not a “just to have” template. It’s a proven structure used for years in B2B projects worldwide.

Content that Sells: How to Speak the Client’s Language

How many times have you read on websites something like: “We are a dynamic team of professionals”? And how many times have you then submitted an inquiry? Exactly. In B2B, it’s simple: if the content doesn’t speak to the client in their language, they won’t hear you at all.

Let’s find out how to make content lively, persuasive, and conversion-focused.

Simple Words, Complex Value

The language you use to communicate with the client should be human. Without “innovative technological solutions with a high level of adaptability to external conditions”. Because in real life, no one talks like that.

Your client is not reading the site to learn new words. They want to quickly understand what you offer, what problem you solve, and why they can trust you.

Content on a B2B site should be:

• specific: “we automate inventory management — save up to 6 hours a week”;
• simple: “don’t confuse — we’re not just a CRM, but a tool for the sales department”;
• targeted: “a solution for production managers — everything on one dashboard.”

Case studies, testimonials, expertise — the three pillars of B2B content

In B2B, you cannot rely on impulse. Everything is decided through arguments. And the strongest ones are successful experiences, supported by facts. Clients want to see not only “what you can do” but where you’ve already done it. And how it helped other companies similar to theirs. This works better than any banners.

Here are the main types of content that must be on the site:

• Case Studies — a description of a specific task, solution, outcome. No fluff. With numbers. For example: “For company X, we implemented a warehouse automation system. Result – -40% loss in inventory over 3 months.”
• Testimonials — preferably not just “liked everything”, but with names, positions, and real context. Even better — in the format of videos or screenshots from correspondence.
• Blog — not just company news, but expert materials that showcase your experience. For example, “What buyers ask before choosing a logistics partner — 10 questions from a real tender.”
• Guides, white papers — if you have a complex product or service, educational content is an ideal way to “warm up” the client.

If you don’t have this content — you won’t even get a chance to talk.

Don’t try to “sell” — show how you solve the problem

We are all tired of ads. Every other site screams: “We are #1!”. But there is a much more effective way — show that you understand the client’s pain. Suppose you offer automation services for logistics companies. Instead of a headline saying “Comprehensive logistics solutions”, write:

“Warehouse delays shipments due to Excel? Automate logistics — see everything in one window and save up to 10 hours weekly.”

This is — plain language. This is — about the client. This is — clear.

How to write texts that people want to read

This is probably the most common question I hear from clients. And the answer is simple: write as if you’re talking to clients in person. Without pomp, complex constructions, or bureaucratic language.

Here are a few tips:

• Avoid participial phrases. They sound like washing machine instructions.
• Write in short sentences.
• Don’t be afraid to ask questions — it creates a sense of dialogue.
• If you can explain something with an example — do it.
• Imagine you are explaining the product during a coffee meeting with a client.

Content is not an adornment of the site, it’s its engine. It either engages the client in dialogue or dampens all desire to purchase anything. Write honestly, speak to the point, show real examples — and your site will cease to be just an “information portal” and will start converting visitors into leads.

UX/UI Design: Does “beautiful” really mean effective

Do you know what a typical B2B site looks like after a redesign? Large blocks, beautiful icons, plenty of white space, and headlines like “Innovations that change the industry.” And now honestly — how many leads does it generate?

UX/UI is not about “beautiful”. It’s about logic, simplicity, convenience, and speed of decision-making. Because a client doesn’t visit the site to admire it — they want to understand if you will solve their problem. And how quickly.

Minimalism, logic, adaptability

The B2B audience values time. If a site ‘freezes’, loads slowly, or looks like a Christmas garland—then the chance is lost. Decisions are made not for aesthetics but for efficiency. And it’s important not to overdo it—don’t turn the site into a B2C-level marketing landing page.

Key UX/UI Principles for B2B:

• User Focus. A person should immediately understand where to click, what to read, and how to proceed.
• One action — one screen. Don’t make users think. The CTA should be obvious but not intrusive.
• Responsiveness. Up to 50% of users access sites from mobile devices. If the form ‘slides off the screen’ on a smartphone, it’s a deal-breaker.
• Simplicity. White space, clear blocks, header hierarchy. It’s like breathing in a room without clutter.
• Accessibility. Contrast, font size, line spacing—details that form the first impression.
• Clear icons and micro-animation. Everything should make sense. Every element should be functional.

Imagine the scenario: the head of a logistics company visits a new contractor’s site. The design resembles that of a modern art magazine. But he can’t find the ‘Services’ page—only the abstract ‘Solutions for the Future World’. Three clicks, and he’s already on a competitor’s site, where everything is clear: pricing, case examples, application form. Who will he leave a request with?

What a Lead-Generating Interface Looks Like

There’s a conditional formula: UI captures attention, UX leads to action. Also, there is no universal ‘correct’ design. But there are proven approaches that work in most B2B niches.

This is what an effective page looks like:

• Main screen: concise headline + subheading + CTA. No “carousels” that no one reads.
• Social proof: customer logos or testimonials — right after the first screen.
• Product/service description: broken down into understandable sections, with a maximum of 2-3 paragraphs each.
• Process explanation: how the collaboration works — in simple terms and a diagram.
• Case/video/testimonial: one strong example is better than ten “we are professional”.
• CTA: always visible, logical, with a short form — don’t make people recall their passport series.

Tip: check if a new user can answer three questions in 10 seconds:

1. Who are you and what do you offer?
2. Who is this solution for?
3. How can they contact you or get an offer?

If it’s hard to find an answer to even one of these, the interface needs to be redesigned.

Common B2B Design Mistakes You Should Avoid

Below is a list of the most common mistakes. If you spot even one — you already know what needs fixing:

• “Invisible” buttons. Your CTA should stand out and be highly visible, not blend into the background.
• Carousels on the homepage. Almost no one views the second or third slide. Important info gets lost.
• Pop-ups right on entry. The user hasn’t even seen the page yet — and something’s already in their face.
• Menus with 15+ items. That’s not depth — that’s clutter.
• Forms with 8+ fields. No one wants to go through an interview just to submit a request.

In B2B design, the goal isn’t to impress, but to guide. Your client doesn’t have time to decode abstract images or poetic headlines. They want to see clarity, convenience, and logic. Your website should feel like a well-marked path — from “I don’t know” to “I want to buy” — with no dead ends or detours.

Integrations and Automation: Let Your Website Work While You Sleep

There’s one thing most business owners only think about when their client volume starts to choke inside Excel spreadsheets — automation. Or more precisely — integrating your website with your internal processes. Because if a form submission lands in the inbox of a manager who’s on vacation, you’re not just losing a lead — you’re handing it over to your competitors.

Automation isn’t just about convenience. It’s about systemization, scalability, and control. It’s how your website stops being just a platform and starts acting like a team member. One that never takes a day off.

What to Automate on a B2B Website

Let’s be clear: automation isn’t “set it and forget it.” It’s about making every click, visit, and submission work toward a result. You can start small, but if you want to grow — this is non-negotiable.

Here are the core areas you should automate:

• CRM system. All form submissions, chats, and emails go straight to CRM — no manual copy-pasting.
• Email marketing. Automated responses, reminders, case study digests — warming up leads before the first call.
• Analytics integrations. Google Analytics, Hotjar, Tag Manager. No growth without data.
• Live chats and chatbots. Answer common questions instantly — even at 3 AM.
• Calculators, PDF generators, interactive briefs. A visitor leaves a request — and instantly receives a quote.
• Call schedulers. Integrated calendars let clients choose a call time themselves.

And here’s the key — all this should run without human involvement. Otherwise, it’s not automation. It’s a recipe for mistakes.

Picture this: a lead fills out a form on your site. They immediately get an email with relevant case studies. Two days later — a follow-up reminder. Meanwhile, their data is already in your CRM, and your manager receives a push notification with the details. By the time they call — they know exactly what the lead wants. This isn’t sci-fi. It’s a basic integration with CRMs like HubSpot, Pipedrive, or Salesforce, paired with a good email tool and live chat.

The Benefits of an Automated Website

Automation isn’t a trend — it’s the answer to the question, “How do we stop losing leads and stay sane?” Yes, it takes setup. But the results are absolutely worth it.

Here’s what you get when it’s done right:

• Faster response times. No more “Oops, I missed that email.” Every lead is in the system.
• Fewer mistakes. Human error is the #1 cause of lost sales. Systems don’t forget.
• Data tracking and insights. Where users came from, where they stopped, what they clicked — fully under control.
• Better customer experience. You reply fast, share useful info, and don’t pressure them — that builds trust.
• Higher conversions. The customer gets everything they need instantly. Decisions happen faster.

Automation isn’t about replacing people. It’s about freeing them from routine, so they can focus on what really matters — building trust and closing deals.

Tips to Implement Automation Without the Headache

If your first thought is “this sounds hard and expensive,” here are a few ways to ease in:

• Start small: connect a CRM and automate form submissions.
• Then, automate your first-response emails. No more manual replies.
• Store all data in one system — not scattered Excel files.
• Use no-code tools like Zapier or Make (formerly Integromat) to build workflows easily.
• Go step-by-step: begin with one automation, then expand to five, then more.

You don’t need to do everything at once. The key is simply to begin. Your website is more than a pretty face — it’s part of your sales system. And if it’s not linked to your CRM, doesn’t respond to user actions, and doesn’t support your team — it’s just another page on the internet. And those don’t sell.

Mistakes That Kill Sales: Real Fails We Keep Seeing

We’ve worked with dozens of B2B companies — and honestly, most of them make the same mistakes. The pain isn’t that they mess up — we all do. The pain is that these mistakes cost money, time, and clients. And most importantly — they’re avoidable. Let’s break down the most common fails on B2B websites. Worst of all? They often go unnoticed by both developers and business owners.

The Website Talks About Itself — Not the Client

Familiar scene: you land on a site, and the first thing you see is, “We’ve been leaders since 2009, delivering innovative cloud-based solutions.” Meanwhile, the client is sitting there thinking: “Cool story. But what’s in it for me?”

What to do instead:

• Focus on the client’s problem: “Is your team spending 10 hours in Excel? We’ll cut it to 30 minutes.”
• Speak in specifics: numbers, results, real examples.
• Stop hogging the mic — give the user the floor.

Remember: the client didn’t come to hear how great you are. They came to solve a problem.

No Contact Form — or One That’s Way Too Complicated

Let’s be honest: who wants to fill out a 10-field form these days? And if it asks for a company tax number — thanks, we’ll just call your competitor.

Common mistakes:

• Fields that don’t matter for the first touchpoint.
• A “Submit” button that says nothing.
• No confirmation or thank-you message after sending.

How to do it better:

• Keep it to 3–5 fields: name, email, phone, short message.
• Use a CTA like “Get a consultation” or “Request a quote” instead of “Submit.”
• Show a clear message after sending: “Thank you! We’ll contact you within one business day.”

A form should be a bridge — not a barrier — between interest and action.

No Social Proof

You can talk about your expertise all you want. But it’s way more convincing when another client does it for you. And here’s the issue: many B2B websites have no case studies, testimonials, or portfolios at all.

What helps:

• Real testimonials with names, companies, photos, or videos.
• Case studies with problem → solution → result. No fluff.
• Client logos — ideally with clickable links.

Buyers don’t trust buzzwords. They want proof: who you’ve worked with, what results you delivered, and how it looked.

Poor or Unusable Mobile Version

If things “break” on mobile or buttons don’t respond — you’re simply losing half of your potential leads.

If your site looks great only on the designer’s laptop — you have a problem. Because 40–60% of traffic in most niches now comes from mobile.

How to check:

• Go through all pages on your phone: is everything readable? Are CTAs clickable? Is the experience smooth?
• Check loading speed. If it takes more than 4 seconds — that’s trouble.
• See how your forms look: they shouldn’t collapse into tiny text or trap-like buttons.

Fix your responsiveness and you’ll notice a clear traffic increase.

No Logic in Navigation

Sometimes you land on a site and it feels like a puzzle: click “Services”, find “Solutions”, then “Products”, and each has three nested submenus.

How to avoid that:

• Create a clear page hierarchy: Home → Services → Specific Service.
• Use intuitive names. Not “Optimal scenarios” — but “HR solutions”.
• Add search or a sitemap if the structure is large.

If someone has to think about where to click — they probably won’t click at all.

Improve Your Website with Us

Sometimes, to get more leads, you don’t need to pour money into ads or completely redesign your site. Often it’s enough to simply remove what’s blocking your sales. Ask yourself: are you speaking your customer’s language? Do you have case studies? Is the mobile version clear? Does the form work? A website isn’t decoration for your business — it’s your first point of contact. And it often decides whether a visitor becomes your client or keeps searching for clarity and convenience.

If you understand how important your website is and want to improve it — reach out to the 6Weeks team. We’ll identify weak spots and help you fix them. A website isn’t about design or copy. It’s about the customer. And if you approach it from that mindset — everything else will follow. We build websites of any complexity tailored to your business goals.

While you’re considering a website revamp, here’s a simple checklist we recommend going through before launching:

• Do you clearly understand who your audience is and what their main pain point is?
• Have you shown how you solve that pain — in your headlines, descriptions, and examples?
• Do you have clear CTAs? Not just “learn more” but “get a consultation” or “calculate the cost”?
• Are your forms short, working, and mobile-friendly?
• Do you have social proof: case studies, testimonials, partner logos?
• After a form is submitted — does anything happen? Does an email go out? Does a manager know what to do?
• Is analytics connected? Do you know how users behave on your site?

If even one of these points raises doubt — double-check before launching traffic.

A website isn’t about “looking nice” or “just being there.” It’s about sales, trust, and user value. If you treat it like a living tool — it will pay off. So start not with the design, but with this question: what action should the customer take on your site? If you can answer that clearly, the rest will be much easier. And don’t be afraid to experiment. Your first version doesn’t have to be perfect. But it has to be honest. And in B2B, honesty always sells better than marketing tricks.

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