Most B2B redesigns fail to move pipeline numbers because they focus on aesthetics over buyer intent. The site looks better. The bounce rate barely budges. Qualified leads don't go up.
Here's the checklist we work through before any B2B site we build goes live.
1. Does the headline tell the right person they're in the right place?
The first headline on your homepage has one job: make the right visitor feel "this is for me." Not explain the product. Not be clever. Just orient the right person and let the wrong person self-select out.
Test: read your current headline out loud. Can you replace "we" with your three biggest competitors and have it still be true? If yes, it's not differentiating you.
2. Is the ICP defined in the copy, not just in your head?
You know who your ideal customer is. Does your website? If your homepage talks to "businesses of all sizes" or "teams that want to grow," it's talking to no one specifically.
B2B buyers respond to specificity. "Built for mid-market logistics companies running 50–500 shipments a day" is more compelling than "a better logistics platform for your business."
3. Do you have a clear, singular CTA?
What is the one thing you want a first-time visitor to do? Pick one. Everything on the page should serve that conversion goal.
4. Is your social proof specific and named?
Named proof is an order of magnitude more credible than anonymous statistics. One named testimonial from a recognisable company in your target industry is worth more than ten anonymous star ratings.
5. Are load times under 2.5 seconds on mobile?
Google's CrUX data is consistent: 53% of mobile users leave a page that takes more than 3 seconds to load. If your site is slow, they're gone before they read a word.
6. Does the pricing page answer the question it's supposed to answer?
The question isn't "how much does it cost?" The question is "can I afford this, and is it worth it?"
7. Is the navigation doing too much?
Every navigation item is a decision point. More choices means more cognitive load means more people bouncing without taking action.
8. Do your case studies show outcomes, not process?
Nobody cares how you work. They care what happened after you worked with someone. Lead with the outcome. Then explain how you got there.
9. Is there a clear path for visitors who aren't ready to buy?
Give them a next step that doesn't require a commitment: a useful blog post, a relevant case study, a newsletter with actual value.
10. Is the contact experience fast and low-friction?
"Fill in this form and we'll get back to you in 1–2 business days" is a conversion killer. If you're a small agency or startup, offer a direct calendar booking.
11. Is the mobile experience built, not just adapted?
Check every key page on a real phone, not just the browser emulator.
12. Is Google Analytics and Search Console actually set up?
Before launch: verify GA4 is firing on all pages, key conversion events are tracked, Search Console is connected, and your sitemap is submitted.
