// Insights
From service website to growth engine: redesign lessons from B2B companies
What high-performing websites do differently in structure, narrative, and conversion flow.
7 min read · 2026-04-28
B2B sites often fail by listing capabilities without guiding visitors to a next step. High performers structure pages around buyer jobs: evaluate fit, reduce risk, and contact sales.
Social proof should be specific—named outcomes, logos with context, and testimonials tied to roles. Generic praise does not help procurement or founders decide.
Technical SEO and performance are part of brand trust. Slow mobile experiences signal operational immaturity to enterprise buyers.
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