B2B website best practices: the eight-page modern B2B site
The B2B megasite is dead. The eight-page focused site outperforms it on every metric — conversion, SEO, and sales cycle.
Most B2B sites have 47 pages and ten that actually matter. Cutting the other 37 will improve your conversion rate, your SEO, and your sales cycle. We have done this audit for dozens of companies and the result is always the same: less site, more pipeline.
The eight pages that earn their keep are: home, product (one), pricing, customers, about, careers, blog/journal, and contact/book a call. Everything else either belongs on one of these or shouldn't exist.
The home page is for the unconvinced first-time visitor. One promise, one CTA, three reasons to believe. If a visitor cannot describe what you do after eight seconds, the home page is failing.
The product page is for the warm second-time visitor. Show the product working — screenshots, looms, live demos. Words sell to nobody who has already heard your pitch.
The customers page is the most undervalued. A single brilliant case study per logo beats 40 logos in a wall. Buyers read case studies; they ignore walls.
The blog is content's job. The journal is voice's job. Pick one and commit. Both is noise.
Strip the nav to five items, max. Every additional nav item costs conversion. Test it.
Frequently asked questions
Conversion — answered
- Do I need a separate landing page for paid traffic?
- Yes — but use the same design system. Multiple disconnected design systems is the enemy of trust.
- What about a careers page if I'm not hiring?
- Still keep it. Buyers check careers pages to gauge company health. Replace 'open roles' with 'how we work'.
- Should I show pricing if I'm enterprise?
- Show a starting price or a range. Hiding pricing entirely costs more than transparent pricing ever has.
Growth Broker editorial
Filed under conversion