A B2B website turns visits into enquiries when a stranger can see within a few seconds what you do, who it is for and what to do next. Everything else supports those three things. This article sets out what we would check first. It is part of our guide to how much a Shopify store should cost, which covers the commercial side of building a site.
Note for editing: the backlog files this article under Shopify development as the nearest topic. Decide whether lead-gen websites need a topic of their own.
1. Say what you do, and for whom
The top of the home page should answer: what do you sell, who is it for, and why would they choose you? Use the words your buyers use, not internal names for your products.
Test it: show the page to someone outside your business for five seconds, then ask what you do.
2. Make the next step obvious
Choose one main action, such as “Request a quote” or “Book a call”, and make it easy to find on every page. Several competing buttons make a visitor hesitate. Keep the wording consistent and say what happens next.
3. Give buyers what they need to decide
Business buyers are often comparing options on behalf of others. Help them by making it easy to find:
- What you offer, in plain terms, with one page for each main offer.
- Who you work with, described honestly.
- How you work, from first conversation to delivery.
- Answers to the questions you hear on every call.
- Pricing, or at least how pricing works, if you can share it.
4. Show proof you can stand behind
Trust comes from specific, checkable detail: real case studies, real names with permission, accreditations you hold. Do not use invented figures or generic praise. If you have no case study yet, say what you do and how you do it, rather than filling the space.
5. Keep the enquiry form short
Ask only for what you need to reply. Every extra field loses some people. Say when they will hear back, and send a confirmation. Add a phone number or email address for people who prefer not to use a form.
6. Make it work on a phone and load quickly
Many buyers will first see the site on a phone, often between other tasks. Check that text is readable, buttons are easy to tap and pages load without a long wait.
7. Help people be found
Each main offer should have its own page with a clear title and heading. Good internal links help visitors and search engines. If you serve a local area, see local SEO for what to add.
8. Measure what happens
Set up tracking so you know which pages and sources lead to enquiries, and review it each month. Our GA4 setup and audits service covers this. In GA4, mark enquiries as key events so you can see which pages and sources lead to them.
9. Plan to follow up
An enquiry is only the start. Decide who replies, how quickly, and what happens to people who are not ready to buy yet. A simple follow-up sequence by email can keep in touch without pestering.
From experience
The needs of a B2B client can be complex, such as trade pricing, product specifications and how enquiries reach the right person in your sales team. We focus on the technical requirements early, so every need is covered before the build starts.
Where to start
Check the five-second test, the main call to action and the enquiry form. These three are quick to review and usually reveal the biggest gaps.
Where to get help
If you would like help turning your website into a steady source of enquiries, our B2B website design service starts by understanding who your buyers are and what they need to see.
Related services that often go with it:
- Brand strategy, to be clear about what makes you different.
- GA4 setup and audits, to see where enquiries come from.
- Email automation, to follow up and nurture people who are not ready yet.
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