FAQs

FAQs

How long should a B2B homepage be? As long as it takes to move the buyer from doubt to action, and no longer. A considered B2B purchase usually needs more than a single screen, because the buyer has real questions and real objections that have to be answered before they will act. Lead with a hero that answers what, who, and next, then work down through the problem, the transformation, the proof, and the objections in the order a buyer's questions arrive. Length is not the enemy; padding is. Every section should earn its place by doing a job a salesperson would do.

Do I need separate landing pages, or is a strong homepage enough? You need both, for different jobs. The homepage serves visitors who arrive with mixed intent and need orienting. Dedicated landing pages serve campaign and ad traffic that arrives with a specific intent, and they convert far harder because they make one promise to one audience with one action and no distracting navigation. Send paid and campaign traffic to focused landing pages, and let the homepage handle the broader audience. Trying to make one page do both jobs weakens it at both.

Which website platform is best for a B2B company? The right answer is less about the brand of platform and more about a property most teams overlook: can the people who own conversion change the things that drive conversion without booking a developer? Favour a modern platform where marketing can edit headlines, calls to action, proof, and pages, and spin up new landing pages, on their own, while developers stay reserved for the genuinely structural work. The platform that lets you iterate weekly will beat a technically superior one you can only touch once a quarter.

How do I know if my website is actually working? Not from the visitor count, which tells you almost nothing. Track the metrics that map to the business: conversion rate from visit to enquiry, where people drop off in forms and journeys, which pages pull traffic but capture nothing, and which calls to action get clicked. Wire conversion tracking to real goals like demos booked, not vanity pageviews. A working site is one where you can see the leak and watch it shrink as you fix it, month over month.

Should I redesign my whole site or improve it piece by piece? Improve it piece by piece, almost always. A full redesign changes everything at once, so when conversion moves you cannot tell which change did it, and you have thrown away whatever was quietly working. Isolate one variable, the headline, the hero, the primary call to action, the proof placement, change it, measure it against the version it replaced, and keep what wins. Reserve a full redesign for when the foundation itself, the speed, the structure, the changeability, is genuinely broken, not for when the copy needs sharpening.

How important is mobile for a B2B website? More important than B2B teams assume, and growing. Buyers research on their phones between meetings, on commutes, and in the evening, even when they ultimately convert on a desktop, and a hero that breaks, a form that is painful to fill, or a slow mobile load costs you those buyers before they ever return on a laptop. Search engines also judge your site on its mobile experience. Design and test the mobile version as a first-class surface, not a shrunken afterthought, because for many buyers it is the first impression that decides whether there is a second.