Most B2B websites are built backwards. They’re organized around what the company wants to say instead of what buyers need to know.
You’ve got pages about “our services” and “our solutions” and “our approach.” Everything is written from your perspective. Meanwhile, your buyers are asking completely different questions: Do you understand my problem? Have you solved this for companies like mine? What happens if I choose you?
The disconnect between “we do this” and “you need this” is where your conversion dies.
Here’s what’s really happening: your website talks about you when it should be talking about them. It showcases your capabilities when it should address their problems. It’s organized around your org chart when it should mirror their decision process.
Most B2B websites could cut 40% of their pages and improve conversion because simplicity beats comprehensiveness every time. But more importantly, the pages that remain need to flip the script from company-centric to buyer-centric.
This isn’t about following a template. It’s about understanding that buyers don’t care about your company until they’re confident you understand their problems. Let’s break down what your website actually needs and how to structure it around buyer reality.
Why “We” Language Kills Conversion
Before we talk about specific pages, we need to talk about perspective. Most B2B websites are written entirely in “we” language:
“We provide innovative solutions…” “We help companies achieve…” “Our approach combines…”
This is backwards. Buyers don’t land on your site wondering about you. They land wondering about themselves. Their problem. Their situation. Their decision.
The websites that convert flip this perspective. They lead with “you” language:
“You’re losing deals in procurement because buyers can’t build internal consensus.” “Your sales team closes 5% of qualified leads.” “You need proof that this will work in manufacturing, not just tech.”
See the difference? One is about the company. One is about the buyer’s reality.
This perspective shift changes everything about how you structure your website. Instead of pages organized around what you offer, you build pages around what they need. Instead of talking about your solutions, you talk about their problems. Instead of showcasing your capabilities, you show them companies like theirs that you’ve helped.
Every page on your site should pass this test: Is this about us or about them? If it’s about you, rewrite it or cut it.
The Core Pages Every B2B Website Must Have
Let’s get specific about what belongs on a B2B website built around buyer needs. These are the non-negotiables.
Homepage: You Have This Problem
Your homepage has one job: prove you understand the buyer’s specific problem well enough that they recognize themselves immediately.
What this looks like:
- Lead with their problem, not your solution
- Use language they use, not marketing jargon
- Be specific enough that the right buyers see themselves
- Show multiple problems if you serve different buyer types
Not: “We provide cutting-edge solutions for digital transformation.”
Instead: “Your website gets 5,000 visitors but generates three opportunities. Here’s why.”
The goal is immediate recognition. Buyers should land on your homepage and think “they get it.” Everything else follows from that.
Your homepage should also make clear who you serve. If you work with manufacturing and healthcare, say so. If you focus on mid-market, be explicit. Help the right buyers recognize themselves and the wrong buyers self-select out.
This connects to what buyers actually expect from B2B homepages. They’re not looking for company information. They’re looking for relevance to their situation.
Industry Pages: You in This Industry Have These Specific Problems
Industry pages aren’t optional if you serve different sectors. Buyers need to see themselves in your work.
A manufacturing CFO doesn’t want generic B2B content. They want to see manufacturing problems, manufacturing examples, and manufacturing outcomes. If your website doesn’t speak to their specific reality, they’ll assume you don’t understand it.
What effective industry pages look like:
- Lead with problems specific to that industry (regulatory, operational, market-specific)
- Show how those problems manifest differently than in other sectors
- Provide proof from companies in that industry
- Address industry-specific objections or concerns
- Demonstrate you understand their operational context
Not: “We help manufacturing companies improve efficiency.”
Instead: “You’re managing JIT inventory with 30-year-old systems that can’t handle demand volatility. Your production schedules are built in spreadsheets. Your procurement team is blind to supply chain risk until it’s too late.”
That specificity tells manufacturing buyers you understand their world. Generic statements tell them you’re guessing.
If you serve multiple industries, each needs its own page with substantive, specific content. Don’t create identical pages with industry names swapped out. Buyers can tell when you’re faking specialization, and it kills credibility.
Solutions Pages: Here’s How You Solve Your Problem
Once you’ve established that you understand their problem (homepage) and their specific industry context (industry pages), solutions pages explain how they solve it.
Notice the language: “how you solve it,” not “how we solve it.” Your solutions pages should still be written from the buyer’s perspective.
What this looks like:
- Organize around their problems or outcomes, not your service lines
- Explain what they get, not what you do
- Show the transformation from current state to future state
- Be concrete about what changes and how
Not: “Our strategic consulting services leverage proprietary methodologies.”
Instead: “You’ll identify which deals are stalling and why. Your sales team will have the tools to move buyers through consensus-building. You’ll see pipeline velocity increase within 90 days.”
The difference is perspective. One is about your capabilities. One is about their outcomes.
Your solutions pages should answer: What problem does this solve for me? What will be different after? How does this actually work? Most B2B solutions pages answer none of these questions clearly because they’re too busy explaining their methodology.
This is buyer enablement in practice. You’re not showcasing solutions. You’re showing buyers how to solve their problems.
Proof Pages: People Like You Got These Results
This is where most B2B websites completely fail. They either have no proof, or they show generic testimonials and client logos that don’t build confidence.
Buyers need to see people like them who had problems like theirs and got specific results. Not “great partner” testimonials. Not Fortune 500 logos if you serve mid-market. Proof that speaks to their exact situation.
What effective proof looks like:
- Case studies organized by industry or problem type
- Specific outcomes, not vague “success” claims
- Before/after that shows the transformation
- Challenges that match what your target buyers face
- Companies similar in size/stage to your target buyers
Not: “Increased efficiency by 40%” with no context.
Instead: “Mid-market manufacturer reduced procurement cycle time from 45 days to 22 days, eliminated $200K in rush shipping costs, and improved on-time delivery from 73% to 94%.”
The specificity matters. Vague claims don’t build confidence. Specific outcomes for companies like theirs do.
Your proof pages should let buyers filter by industry, company size, or problem type. Make it easy for them to find examples that match their situation. If they can’t see themselves in your proof, it’s not proof at all.
Process Page: Here’s What Happens When You Work With Us
If your buyers need to understand what working with you actually looks like, you need a process page. This is critical for services businesses or complex implementations.
Most B2B companies either skip this entirely or make it too generic. Buyers need specifics to visualize the engagement and overcome concerns about risk or change.
What this looks like:
- Show the actual phases and what happens in each
- Set realistic expectations about timeline and what they’ll need to provide
- Address common concerns about implementation
- Make the abstract concrete so they can picture it
Not: “Discovery, Strategy, Implementation, Optimization.”
Instead: “Week 1-2: You’ll meet with our team for three sessions to map your current process and identify bottlenecks. We’ll need access to your last 50 deals and your CRM data. Week 3-4: You’ll review our analysis and recommendations. We’ll walk through exactly what needs to change and why…”
Buyers are scared of the unknown. Show them what happens and they’re more likely to move forward. Leave it vague and deals stall because they can’t visualize the engagement.
About Page: Why You Should Trust Us
Most B2B companies treat their About page as company history. Buyers don’t care about when you were founded. They care about whether they can trust you to deliver.
Your About page should answer: Why should I believe you can solve my problem?
What this looks like:
- Why you exist (the problem you set out to solve, in buyer terms)
- What makes your approach different (and why that matters to them)
- Who you serve best (specificity builds trust)
- Why they should trust you (relevant experience, not generic credentials)
Not: “Founded in 2010, we’ve grown to serve clients across North America…”
Instead: “You’re tired of agencies that treat B2B like B2C. You need strategists who understand six-month sales cycles, buying committees, and the gap between generating leads and closing deals. That’s why we exist.”
Your About page should reinforce their decision. Most B2B About pages are self-focused. The best ones explain why the company exists in terms buyers care about.
Contact Page: Here’s How to Take the Next Step
This seems obvious, but most B2B companies make contact harder than it needs to be.
What works:
- Multiple options (form, email, phone) based on their preference
- Clear indication of what happens next
- Context about what you need from them
- Easy scheduling if that’s how your process works
What creates friction:
- Forms asking for unnecessary information
- No clarity on response time or next steps
- Generic “submit” with no context
- Making them choose between options they don’t understand
Your contact page is where interest becomes pipeline. Don’t create barriers. Make it easy for them to take the next step.
What to Cut From Your B2B Website
Now let’s talk about what most B2B websites should eliminate. These are pages that create friction without adding value.
Company-Centric Pages That Don’t Serve Buyer Decisions
If you have separate pages for “Our Story,” “Our Team,” “Our Values,” and “Our Culture,” consolidate them. Buyers don’t need four pages about your company. They need enough information to trust you can deliver.
Keep what builds confidence. Cut what’s just corporate indulgence.
Service Pages Organized Around Your Org Chart
If you have 15 service pages that are 80% identical because that’s how your internal teams are structured, consolidate them. Buyers don’t care about your organizational structure. They care about solving their problems.
Organize solutions around their problems or outcomes, not your service catalog.
Resources That Bury Valuable Content
If your blog has 200 posts with no organization, buyers won’t find what they need. If you call everything “resources” with no structure, valuable content gets lost.
Keep resources organized by topic or stage. Feature what matters. Archive or remove what’s outdated. Make it easy for buyers to find content relevant to their situation.
Industry Pages That Add No Value
If your industry pages just swap out industry names but provide no specific insight, they hurt more than help. Either make them substantive (real industry problems, real industry proof) or cut them.
Fake specialization destroys credibility faster than no industry pages at all.
How to Decide What Your Site Actually Needs
Here’s the framework:
Step 1: Map your buyer journey
What questions do buyers ask at each stage? What information do they need to move forward? Where do they get stuck? Your pages should answer those questions in that order.
Step 2: Audit your current pages
Which pages help buyers make decisions? Which exist because someone thought they should? Check your analytics for pages with high bounce rates or no traffic. Those are candidates for cutting.
Step 3: Rewrite from buyer perspective
For every page you keep, ask: Is this written from their perspective or ours? If it’s about “we” and “our,” flip it to “you” and “your.” Talk about their problems, their outcomes, their situation.
Step 4: Cut ruthlessly
If a page doesn’t serve a specific purpose in their decision process, cut it. Every page should earn its place by helping them move forward.
This is the same thinking behind marketing plans that actually work. Focus on outcomes, not activity. Focus on their needs, not your structure.
The Structure Bottom Line
Most B2B websites are built around company structure and written in company language. They talk about “we” when they should talk about “you.” They organize around service lines when they should organize around buyer problems.
The result is confusion, friction, and conversion rates that stay flat no matter how much traffic you drive.
The fix is simple but not easy: rebuild your site around buyer perspective. Lead with their problems. Organize around their decision process. Write from their viewpoint. Show them people like them getting results.
Your core pages should be: homepage (you have this problem), industry pages (you in this sector have these specific problems), solutions pages (here’s how you solve it), proof pages (people like you got these results), process page (here’s what happens), about page (why you should trust us), and contact (here’s how to start).
Everything else is optional. And most of it creates friction.
Because buyers don’t convert from websites that talk about the company. They convert from websites that talk about them, their problems, and how companies like theirs solved those problems.
Make your website about them, not you. Everything else follows from that.
Not sure if your website is built around buyer needs or company structure? Our B2B Growth Audit includes a complete site analysis that shows you exactly what’s working, what’s creating friction, and how to restructure around your actual buyer journey. Get your audit here.
