A site the buying committee can get through

Typical build · 10–15 pages

B2B purchases are made by four or five people who never meet you at the same time. The site has to answer each of them without a rep in the room.

The problem Why this track exists

Most B2B sites are written for one reader: the person who already understands the category. The technical evaluator cannot find how it works, the finance approver cannot find what it costs, and the person who has to defend the decision internally has nothing to forward. So the site produces enquiries that all begin with the same question: what do you actually do.

For teams whose pipeline starts with a search, not a rep.

How it is built

Three decisions that shape it

Architecture before pages

We start from the buyers and the searches, not a sitemap template. Each page exists because a specific person needs it at a specific point, and internal links follow how people actually move: from a symptom, to a service, to proof, to price, to a form. Pages nobody needs do not get built, which is usually where a third of the budget goes.

Technical SEO that is checked, not assumed

Canonicals, metadata, structured data, sitemap, heading order, crawl paths, and internal linking are treated as build output and verified before launch. Structured data is only added where it describes something genuinely on the page. Marking up reviews you do not have is a penalty waiting to be applied.

A performance budget with teeth

The weight budget is agreed at the start and enforced at build. If a font, a script, or a hero animation does not fit inside it, something else comes out or it does not ship. That is why this decision happens before the design, not after the client asks why the site is slow.

When to skip this track

Not the right track if you need a single campaign landing page, or if your buyers only ever arrive through a sales rep. Both are real situations; they just do not need a fifteen-page site.

Other tracks

The other two sheets

B2B Web Applications Interfaces where status, ownership, and next action are never in doubt. Interactive Experiences Motion and WebGL that explain the product instead of delaying it.

Start with SEO Websites

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