B2B websites
B2B website agency for companies that sell to companies
1,593
Found on the questions buyers ask, with proof per sector, measured to the quote rather than the click.
Few searches, a lot of value per client
A B2B website agency builds for a small group of buyers with a long decision time, and measures to the quote. That is the difference with a site for consumers, where many visitors decide fast and a checkout counts the sale.
If you sell to companies, your search terms look tiny in any keyword tool: ten or twenty searches a month. Yet behind each search can sit a contract worth tens of thousands. Several people decide; the one who searches is rarely the one who signs. And there is no basket: the sale runs through a call and a quote.
We are a studio in Ghent, Belgium, building sites in up to five languages for companies that sell to other companies. Below: the four layers we build in, a real B2B case, how a B2B purchase runs and which page works at each stage, and how to measure what counts.
Four layers of a B2B site
We build from the bottom up. Each layer makes the next one stronger, and skipping one costs more than it saves.
| Layer | What we build | Why it matters in B2B |
|---|---|---|
| 1. Found on buyers' questions | A clean technical base, and pages that answer what a buyer types before looking for a supplier | Whoever explains the problem well is on the shortlist when the buyer is ready |
| 2. Pages per sector | One page per sector with its rules, its figures and the work you did there | Buyers look for someone who has done it in their sector |
| 3. Proof | Cases with real figures, calculators, honest comparisons | Several deciders each want something to point to |
| 4. Follow-up to the quote | A contact route that says what to send, cookieless measuring to the conversation, a CRM for follow-up | A lead that takes three months must not be forgotten after three days |
Layer one is SEO, aimed at the buyer's question rather than your product name: not "software" but "how do I replace our spreadsheet". How long it takes is covered in how long does SEO take; finding the terms in keyword research.
A B2B purchase, from first search to signature
Month 1
A problem
Searches a question, not yet a supplier
- Page
- A guide or question page that explains the problem
- Channel
- Google, AI assistants
- Measure
- Impressions on questions
Months 1 to 2
Exploring options
Compares solutions and price ranges
- Page
- A comparison, a calculator
- Channel
- Google, LinkedIn
- Measure
- Returning visitors
Month 2
Shortlisting
Looks for who did it in their sector
- Page
- A page per sector with proof
- Channel
- Google, referrals
- Measure
- Visits to sector and case pages
Months 2 to 3
Contact
Asks for a call or a quote
- Page
- A contact block saying what to send
- Channel
- Site, phone, email
- Measure
- Clicks to call, email, book
Month 3
Several deciders
Forwards the quote to the boss and procurement
- Page
- A page worth forwarding, with price and proof
- Channel
- Internal email
- Measure
- Quotes and their status
Months 3 to 4
Signature
Signs, or picks someone else
- Page
- The quote itself
- Channel
- Conversation
- Measure
- Won and lost, with the reason
An example of a purchase taking three to four months; in some sectors it takes a year.
Business Centrum: a B2B site employers find
Business Centrum is a payroll bureau in Ghent. Its clients are employers: a founder hiring a first employee, a restaurant with student staff, a builder facing a joint committee they have never heard of. That is B2B in its pure form: few searches per term, a lot of value per client.
We started with the technical base, then wrote the pages employers search for: pay scales per joint committee, guides on notice periods and holiday pay, calculators, pages per sector and per city, in Dutch, French, English and Turkish. In five weeks daily impressions in Google went from 220 to 10,200, and daily clicks from 3 to 228.
What matters most for B2B: searches without the brand name on page one went from 13 to 1,593, 518 of them in the top three. Those are employers who did not know Business Centrum and now find it on their question.
A worked example with few searches
B2B terms look small. Count them in contracts, not visitors. The figures below are assumptions; put in your own.
| Value | |
|---|---|
| Terms you want to rank at the top for | 40 |
| Searches per term per month, on average | 30 |
| Searches a month in total | 1,200 |
| Visitors at a top 3 position, assumed 15 percent | 180 |
| Enquiries, assumed 2 percent of visitors | 3.6 |
| Quotes you win, assumed one in four | 0.9 a month |
| Value of a client over three years, assumed | 15,000 euro |
| Value of new clients per month | 13,500 euro |
One won client a month pays for a year of work on the site in this example. So in B2B we choose terms for the value of the client behind them, not their volume. A term with ten searches a month from buyers in your sector is worth more than one with a thousand from students looking for a definition, and a page that answers a buyer's question in detail tends to rank for dozens of related questions you never targeted. What SEO costs on the market is on SEO cost; we quote a fixed price per project after a first call.
The pages that sell in B2B
A B2B site with a home page, services and contact waits until someone types its name. These pages work in the stages before that.
- A page per sector,with the rules, deadlines and figures of that sector and what you did there. For a smaller company the basics come first, see small business website, and how we design B2B sites is on website design.
- Guides on buyers' questions,explaining the problem before the buyer looks for a supplier. Writing that ranks is covered in SEO copywriting.
- A calculator or configuratorthat shows a price range or a saving and returns a request with every detail; see product configurator development.
- Comparisons,competitors included, written fairly. A buyer compares anyway; better on your page than on someone else's.
- A landing page per campaignif you advertise on LinkedIn or Google; see landing page design.
Buyers also ask AI assistants who a supplier is. What that takes is on found in ChatGPT and SEO vs GEO.
Measure to the quote, not the click
In B2B a click says little. What counts is who asked for a call, who got a quote and who signed. That takes three things.
- Measuring the contact moments, without cookies where possible: clicks to call, email and book a call, and every form sent, with the page it came from. That is how we measure our own site and Business Centrum's.
- A place where the lead lives, a CRM or a simple list, with source, date and quote status. A system that fits your process is on custom CRM development.
- A monthly look at the whole chain: which pages got impressions, visitors, enquiries and signed contracts. Only then do you see which terms are worth the effort.
If you advertise as well, measure the same way: a campaign with many clicks and no quotes is expensive. Whether SEO or ads should come first is in SEO or Google Ads; how we run ads on Google Ads. To see where your site stands today, start with an SEO audit.
B2B from the inside: two transport platforms
- DA LogisticsA custom platform for fuel under Belgium's Kader B scheme, planning and fleet, in daily use at a haulier. See DA Logistics.
- Zuco LogisticsA second haulier on the same platform with its own fuel model; domain, server and app live in one day. See Zuco Logistics.
- What that means for your siteWe know how a B2B buyer decides, who signs and what a system must prove before it is bought, and we write that into your pages.
Website design
How VBS helps you with this
We build your site from design to copy, imagery and code, in one team, so that Google and your buyers find it and get in touch.
- Design and copy built on your buyers' questions
- Fast, multilingual when you need it, at a fixed price
- Forms, cookieless analytics and hosting on AWS
How we approach it is on our page about Website design.
A B2B site measured to the quote?
Send us your site, your three main sectors and what a client is worth to you on average. After a call you get a plan in four layers and a fixed price.
Rather get in touch right away?