Web Design · Oct 2026 · 3 min read
Your website is often the first conversation a buyer has with your company, and it usually happens before anyone contacts you. B2B buyers research independently, compare several vendors and share links with colleagues. Use this checklist to see whether your site is doing its job.
Message and structure
- A clear headline that says what you do and who it is for, visible without scrolling.
- A dedicated page for each service, written around the problems your buyers search for.
- Industry or use-case pages, so buyers can see you understand their world.
- Proof on every key page: client logos, case studies, certifications or real reviews used with permission.
Speed and technical health
- Pages load in under about two and a half seconds on mobile and pass Google Core Web Vitals.
- The site is fully responsive and easy to use on a phone, since many buyers first visit from mobile.
- HTTPS everywhere, up-to-date software and regular backups.
- Clean URLs, an XML sitemap, correct page titles and descriptions, and structured data so search engines understand your pages.
Conversion
- One primary call to action, such as "Book a call" or "Request a quote", repeated consistently.
- Short forms that ask only for what sales needs to follow up.
- Conversion tracking connected to your CRM, so you know which pages and campaigns produce leads.
Accessibility
- The site meets WCAG 2.1 AA guidelines: readable contrast, keyboard navigation, image descriptions and labelled form fields. Accessibility widens your audience and reduces legal risk.
Content that ranks and converts
Search engines reward pages that answer real questions clearly. For each service page, cover what the service is, who it is for, how the process works, typical timelines and the questions buyers ask before they call. Short frequently asked questions sections help visitors and can earn extra visibility in search results.
Write in the language your buyers use rather than internal jargon. If customers search for "inventory software for distributors", that phrase belongs in your headings and copy, not just a product name they have never heard.
Trust signals B2B buyers look for
- Named case studies with the problem, the solution and measurable results
- Real client reviews published with permission
- Certifications, partnerships and security practices relevant to your industry
- A real address, phone number and team page showing the people behind the company
Measure what matters
Set up Google Analytics 4 and Google Search Console, track form submissions and calls as conversions, and connect leads to your CRM. Review monthly which pages and channels bring enquiries that turn into revenue, then improve or expand those pages first.
How to use this checklist
Score your site honestly against each point. Most companies find two or three gaps that explain why traffic is not turning into enquiries. Fixing messaging and speed usually has the biggest effect, followed by clear calls to action and tracking.
If several points are missing, a redesign may be faster than patching an old site. If only a few are missing, targeted improvements and SEO work will often lift results within a few months.