B2B website design

A B2B website helps a company that sells to other businesses win a long decision. The buyer is rarely one person, and the answer is rarely quick. We build these sites around the buyer’s journey, useful resources and a clean hand-off to your sales team. This page is part of our lead-generation websites work.

Who it is for, and when it is not

It suits companies where a sale takes weeks or months, involves several people and starts with a conversation. It works best when you have a sales process to hand leads to, even a simple one.

It is a poorer fit if you need a large customer portal with account-specific pricing and ordering. Where that is the need, see the next section. We look at each enquiry on its merits and say plainly if something is outside what we do.

Catalogue-style trade sites, and where full ecommerce fits

Not every B2B company needs a shop. Many trade sites work as a catalogue: buyers browse your products, check the detail and then get in touch to order. That suits companies where prices depend on quantity or the customer, where stock is made to order or where an account manager closes the sale. We build these with clear product pages, specifications and downloads, and a simple route to an enquiry or a quote request, passed to your CRM like any other lead.

Full ecommerce suits companies whose trade customers want to order themselves, with set prices, repeat orders and payment online. Shopify can support some of this, for example a trade shop beside a consumer one. See Shopify development for how we build stores.

Shopify’s B2B features are on every plan: company accounts, trade catalogues (up to three on most plans), quantity rules, volume pricing and payment terms. Prices set for one particular customer, deposits and part payments need Shopify Plus. We check which plan you need before you commit.

We build catalogue-style trade sites on Astro, styled with Tailwind, with content edited through Decap, the same as our lead-generation websites.

Longer cycles and several decision makers

In a B2B sale, different people want different things. One person searches for a supplier, another checks the detail and a third needs reassurance before signing. A site that talks only to the first of them loses the others.

We plan pages for each role, for example:

• The person with the problem. Pages that describe the problem in their words and show a way forward.
• The person checking the detail. Specifications, process, integrations and answers to hard questions.
• The person signing it off. Proof, risk, price approach and what happens if something goes wrong.

Buyer journeys

We map the route from first visit to a conversation with sales, and decide what each page is for. Early pages help people understand the problem. Middle pages help them compare. Late pages make it easy to act, with a booking link, a short form and a clear note of what happens next. Each page has one main action, and other routes stay available without competing with it.

Resources and lead magnets

Not every visitor is ready to talk. Useful resources, such as guides, checklists and comparison pages, let them learn at their own pace. Some can be free to read. Others can sit behind a short form, if they are worth the exchange. We preview the value before asking for details, and we ask for as little as we need. We can write these resources with you, or shape material you already have.

The follow-up matters as much as the download. An email sequence that matches what the visitor asked for keeps the conversation going without nagging. That is where email automation comes in. You can see our wider resources for examples of how we write guides.

CRM hand-off

A lead is only useful if the right person sees it quickly and has the context to follow up. We connect forms and bookings to your CRM, so each lead arrives with its source, the page it came from and what it asked for. Then we test it with real submissions, including the awkward ones.

We work with the CRM of your choice, connected directly or through a connector.

Tracking and measurement

We track forms, bookings, downloads and calls, and pass the source of each lead to your CRM, so you can see which pages and channels bring in conversations that go somewhere. Our GA4 setup and audits service can check that the underlying data is sound. We report what the numbers show, with no promises about volume. Consent is set up lawfully for UK visitors.

GA4 can record form starts, form submissions and file downloads on its own, but it doesn’t catch every form, so we set up a dedicated event for each one and test it. Calls are counted as taps on the phone number. People who turn analytics off aren’t counted, so GA4 always shows fewer enquiries than you really get. The leads in your CRM are the true count, and the details people type into a form go there, never into GA4.

Brand and message

B2B buyers compare you with the alternatives, often side by side. If you cannot say in one sentence why you are different, the site cannot say it either. Brand strategy can help settle that before the site is written.

What it costs

Our pricing page shows what we charge from. The final price depends on the number of pages, resources and integrations. You get a fixed quote in writing.

Every website is different, so the price depends on what you need. You get a fixed quote in writing after a conversation. See the pricing page.