By product or service line
M1- Fits when
- Buyers already know the category and compare suppliers on capability.
- Watch
- Product names mean nothing to new buyers; needs strong problem-led entry pages.
01 B2B website design & development
B2B web design services for complex offers and long buying cycles
B2B purchases are made by groups: someone with the budget, someone who checks the technology, the people who will use it, and procurement. Each of them visits your website with a different question. We design the site so every one of them finds an answer - and so the lead that reaches sales carries the context of what was read.
- Economic buyerIs this worth solving, and with whom?
- Technical evaluatorWill it work with what we have?
- Day-to-day userWill it make my work easier?
- ProcurementIs this supplier safe to contract?
- Qualified lead in CRMRole, pages read, source and consent recorded.
01 Diagnosis
Why B2B websites underperform
Most B2B websites are not too plain or too old. They are written for one reader in a purchase made by several.
- F1
Written for one reader
The homepage speaks to the CEO, the product pages to engineers, and nobody wrote for procurement. Part of the buying group leaves without what it came for.
- F2
Organised like the company
Navigation follows business units and product names that only insiders know, so visitors cannot tell where their problem is solved.
- F3
Proof without specifics
Logo walls and adjectives instead of how the work is done, what is delivered, and what it takes to implement.
- F4
One generic contact form
Every enquiry - from a student to a ready buyer - lands in the same inbox with no source, no context and no routing.
- F5
Slow to change
New offers, industries or campaigns wait weeks for a developer, so marketing works around the website instead of through it.
02 Buying group
Pages for every member of the buying group
Map who evaluates the purchase, what each person needs at each stage, and which page answers it. Gaps in this table are gaps in your pipeline.
| Role | Learn | Evaluate | Justify | Contact |
|---|---|---|---|---|
| Economic buyerIs this worth solving, and with whom? | Problem and outcome pages | Approach, case records | Pricing approach, ROI factors | Consultation request |
| Technical evaluatorWill it work with what we have? | Solution overview | Integrations, architecture, security | Implementation plan, SLAs | Technical call |
| Day-to-day userWill it make my work easier? | Use-case pages | Product tour, documentation | Training and support | Demo request |
| ProcurementIs this supplier safe to contract? | Company facts | Security and compliance pages | Terms, data processing | Vendor questionnaire |
One conversion path: the form records the role, pages viewed and source, and creates a CRM record routed to the right owner.
03 Architecture
Structuring a complex offer
Complex offers can be structured in several ways. The right one depends on how your buyers describe their need, not on how your company is organised. Most B2B sites combine two of these, with one leading the navigation.
04 Page anatomy
Anatomy of a B2B service page
People searching for B2B website examples usually want to know what a good page contains. This is the structure we start from - adjusted to each offer, never filled with generic modules for the sake of length.
Problem-led hero
States the situation the buyer is in and the outcome, in their words. One primary action, one secondary.
Who it is for
Company types, roles and triggers - so the wrong visitors self-select out early.
How it works
The approach in three to five steps, with what the client provides and what they receive.
Evidence
Case records, methods, standards, certifications you actually hold - specific and checkable.
Evaluation detail
Integration, security and implementation notes for the technical evaluator, linked to deeper pages.
Objections and FAQ
Pricing approach, timelines, contract questions - answered plainly.
Qualified next step
A short form or booking with role and need, routed into the CRM.
05 Evaluation content
The pages that win the second meeting
The technical evaluator and procurement rarely talk to sales first. If their questions are answered on the site, the deal moves without waiting for a call.
- 01
Security and compliance
Hosting, data handling, certifications held and policies, written so a security reviewer can tick their questionnaire without a call.
- 02
Integrations
What connects to what, how, and who maintains it - with diagrams rather than logo grids.
- 03
Implementation
Phases, client effort, timelines and responsibilities, so buyers can plan internal resources before they talk to sales.
- 04
Pricing approach
Even without a price list: what the price depends on, how contracts are structured, what is included.
- 05
Company facts
Ownership, locations, leadership, how long you have operated - the basics procurement needs to approve a supplier.
06 Lead capture
Lead capture and CRM handoff
A B2B website is judged on the quality of conversations it starts, not on form volume. We design forms with sales: the minimum questions that let a lead be routed correctly, nothing that is not used.
Every submission carries the page, campaign and consent that produced it. That is what lets marketing see which content moves deals - and what lets sales open the first call with context. If the CRM itself also needs connecting or reworking, that is covered by CRM integration.
B2B websiteforms · events
- Out to systemForm layerSite formsRole, need and consent captured; spam filtered
- Out to systemCRMSalesforce, HubSpot…Lead or contact created with source page and campaign
- Out to systemRoutingRules in CRMAssigned by region, product or deal size
- Out to systemMarketing automationNurtureEarly-stage leads into relevant content sequences
- Out to systemAnalyticsEventsForm starts, submissions and key page views as named events
- In from systemConsentCMPTracking and enrichment respect consent state
- Two-wayCalendarBookingQualified leads book directly with the owner
- In from systemSales feedbackCRM fieldsLead quality reported back to marketing
07 Method
How a B2B website project differs
The phases match our corporate website process; these are the parts that change for B2B.
- W1
Sales in discovery
We interview sales and customer-facing staff as well as marketing: they know which questions block deals.
- W2
Message before layout
Value propositions and page messaging are agreed in text before design, so design serves the argument.
- W3
CRM in scope from day one
Field mapping, routing and consent are specified in the architecture phase, not bolted on before launch.
- W4
Built for campaigns
Modules and templates allow marketing to launch offer, industry and event pages without new development.
The full phase plan, deliverables and gates are on the corporate website development page.
08 Cost
What drives B2B website development cost
We quote a fixed price for a defined scope after a brief. These are the factors that move it.
| Factor | Lower effort | Higher effort |
|---|---|---|
| Offer complexity | A few services with clear boundaries | Many products, solutions and industries that cross-reference |
| Buying-group content | Existing material can be adapted | Security, implementation and evaluation content written from scratch |
| CRM integration | One form type into one CRM object | Several form types, routing rules, enrichment and feedback loops |
| Regions and languages | One market | Several markets with different offers or legal text |
| Gated content and portals | None | Resource gating, partner or customer login areas |
If you already have a B2B site with rankings and links worth keeping, start with redesigning an existing B2B website. If your firm sells expertise rather than a product, see professional services website design. If you sell software, the SaaS website design page covers demo and signup journeys. All of this sits within our wider corporate website development service.
09 Questions
B2B web design - questions
What is B2B web design?
Designing and building websites for companies that sell to other companies. The difference from consumer sites is the audience: several people evaluate the purchase, the offer is often complex, and the sales cycle is long, so the site has to support evaluation and hand qualified leads to sales rather than complete a transaction.
How much does it cost to design a B2B website?
It depends on how complex the offer is, how much evaluation content needs to be written, how deep the CRM integration goes, and how many markets or languages are involved. We give a fixed price for a defined scope after a brief and explain which of those factors drives it.
How is a B2B website different from a B2C website?
A B2C site usually optimises for a single visitor completing a purchase. A B2B site serves a buying group over weeks or months: it needs pages for different roles, detailed evaluation content, and lead capture that feeds a sales process instead of a checkout.
Which CMS do you use for B2B websites?
The one that fits your content model and team: often WordPress with structured blocks, a headless CMS when content feeds several sites or channels, or Webflow for smaller marketing teams. The decision is made after the content model is defined, and recorded with its reasons.
Can you connect our website forms to our CRM?
Yes. Field mapping, routing, source and campaign attribution, and consent are specified during architecture and tested end to end in staging. We work with the CRM you already use rather than adding another system.
Do you also redesign existing B2B websites?
Yes. Redesigns add a content and URL inventory, a redirect map and post-launch monitoring so rankings and links carry over. See the website redesign services page for how that works.
Next step
Describe your offer and your buyers
Tell us what you sell, who is involved in buying it and where leads go today. We will come back with specific questions and a scoped proposal.
Send a B2B website briefA senior lead reads it
Comtau engagements are led by senior people, and the brief goes to them rather than to a sales queue.
Specific questions
Questions about scope, content and platform in writing, or a short call if that is faster for you.
A proposal, or a straight answer
Phases, deliverables, acceptance criteria and price. If Comtau is not the right fit, we say so.