What should a good B2B website include? (Hint: it's not just 'who we are')
- Manelik Sfez
- Jun 9
- 4 min read
Updated: 12 hours ago
Most companies still ask the wrong question. They ask: “What should we say about ourselves on our website?” When they should ask: “What should our website do to grow the business?” That one shift separates passive sites from powerful ones.
The legacy website mindset
It’s everywhere:
“Just a simple site that explains who we are.”
“We’re not a tech company, we don’t need much.”
“People will call us if they’re interested.”
But that mindset no longer works—especially in B2B.
Today’s buyers don’t want your origin story. This strategy of mission and vision statements is totally outdated today. I hate to break it to you, but nobody cares. Your visitors want to know what you solve, and how quickly. A brochure-style website doesn’t answer that. It just occupies space online. Contact buttons don't convert leads. They just attract spammers and job seekers at best.
A good B2B website should act as a digital version of your sales process. One that mirrors how you interact with prospects, qualifies interest, and captures leads. Because in this space, you don’t get a second chance. If your website fails to engage or guide the visitor, the opportunity is gone.
B2B transactions have changed. Buyers are flooded with information and under pressure to make quick, confident decisions. That means they prioritize clarity, speed, and usefulness over company narratives and generic praise.
Static, brochure-style websites can’t deliver that. A “Contact Us” button buried in a footer isn’t a conversion strategy. It’s wishful thinking. And generally speaking, if your strategy is to let your prospects use the Contact Us button to get a price estimate, it means you're either not comfortable with your pricing or unclear about how you're issuing offers. It's frustrating for users, automatically disqualifies you as the first responder (78% less chances to be chosen), and it gives an impression of opacity.
These sites often lack everything today’s buyers rely on:
Clear user pathways
Strong CTAs
Interactive website features
Case studies or product specs
Lead capture and nurturing automation
To stay relevant, your site must be dynamic, user-centric, and built around how B2B buyers actually behave.
That means:
Interactive elements
Customer success stories
Service breakdowns tailored to user types
Smart lead generation flows
Seamless integration into your broader digital sales funnel
In short: websites that don’t just describe what you do, but actively drive business growth.
What should a good B2B website include?
Here’s what your site actually needs to perform:
A clear value proposition: Immediately explain what you do, who it’s for, and why it matters.
Structured user journeys: Let visitors self-select and guide themselves based on needs, not your org chart.
Lead capture points: Forms, downloads, quote tools, more than just “Contact us.”
Automation hooks: Sync to CRM, email lists, onboarding flows. Make it work behind the scenes.
SEO structure: Technical clarity, content depth, schema, internal links. So it’s visible and understood.
Use cases or real-world proof: Not generic testimonials. Actual client logic.
B2B trust signals: Certs, industries served, precise offer language.
Tools that serve users: Member portals, calculators, ROI estimators, resource hubs. Real utility.
And above all: a reason for the visitor to stay, explore, and take action.
Your website isn’t a brochure
The idea that “a website should explain who we are” is a trap. Your site is not there to describe. It’s there to operate. To digitize part of your business model or create a complementary one. It’s the front line of your sales and customer experience. And if your marketing team builds it to just talk about themselves (or worse, talk to themselves), don’t be surprised when nobody listens.
But we’re a small industrial company…
Exactly. You don’t have a big team. This is the exact reason why you need your site to do more because you can’t afford waste. Automation isn’t a luxury. It’s a necessity.
A smart B2B website helps you:
Qualify leads before you waste time
Nurture visitors before they speak to you
Educate clients so your sales cycle is faster
Capture data and insights to improve your offer
B2B website spectrum
Website Type | Role | Outcome | Typical Users |
Brochure Site | Says who you are | Looks presentable | Legacy companies |
Conversion Site | Attracts + qualifies | Drives leads | Mid-size B2B companies |
Business System | Operates + scales | Runs on autopilot | Growth-driven B2B firms |
Treat it like a system. Build it to perform.
A good website isn’t built for vanity. It’s built for impact. It should plug into your processes, reflect your business logic, and grow with you.
Don’t build it to say what you do. Build it to do what you do.
Download the Website Scope Checklist for Executives to see how high-performing companies scope websites that work and bring in business, not just exist and leak money.
About the author
Manelik Sfez, founder of the Swiss brand consultancy Ultrabrand, brings 25 years of international business, marketing, and brand strategy experience to the table. He has worked with some of the world’s most iconic brands throughout his career. From luxury goods to global retail, financial services and technological and industry giants, he has guided companies through brand-led transformations that have enabled significant business growth.
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