B2B & Logistics

A procurement manager researching potential suppliers does not behave like a consumer making a purchase. They visit the website multiple times. They read technical specification pages. They look for evidence that the business has worked with companies at a comparable scale and in a comparable sector. They may spend two weeks in this research phase before making first contact. The website needs to hold up under that level of scrutiny, and most B2B websites do not.

The most common failure is capability ambiguity. The site makes broad claims about quality, reliability, and customer service without providing the specific evidence that a commercially experienced buyer is looking for. Which industries do you serve? What scale of operation can you support? What does the service actually include, and what falls outside it? What happens when something goes wrong? These are the questions a procurement decision-maker is asking, and the website should answer them directly.

For logistics and transport businesses, the service range often creates structural problems on the site. A haulage firm handling both general freight and temperature-controlled goods is serving two distinct customer groups with different requirements and different search behaviours. A single services page that mentions both in passing will rarely rank well for either. Separate service pages, each with relevant technical content, is what produces search visibility for specific logistics searches.

Manufacturers face a different challenge. The website often needs to serve multiple audiences simultaneously: procurement managers evaluating capability, specifiers looking for technical data, and senior buyers assessing the business as a long-term partner. A single homepage trying to address all three audiences typically ends up addressing none of them well. Clear navigation that takes each type of visitor directly to the content relevant to them is more effective than a page that attempts to cover everything.

Search volumes in B2B are lower than in consumer markets, but the commercial value of each enquiry is substantially higher. A logistics contract worth £200,000 per year and a consumer product sale worth £50 require fundamentally different approaches to website investment. In B2B, the cost of an underperforming website is measured in missed contracts rather than missed transactions. That changes the economics of getting the site right.

Technical SEO is particularly important in this sector because the search terms that matter are often highly specific. Supply chain management software, pallet distribution services, contract packaging for FMCG: these searches happen at low volume but with high commercial intent. The website needs to be indexed and structured correctly to capture them. A site with crawl errors, slow load times, or poorly structured content loses those searches to competitors whose technical foundations are better, regardless of the actual quality of the service.

For businesses with an existing sales team, the website should be supporting their work rather than operating in isolation. Proposals and sales conversations regularly involve prospects checking the website during or after a meeting. A site that contradicts, undermines, or simply fails to reinforce the sales proposition is an active liability. Keeping capability statements, case studies, and service descriptions consistent between the sales materials and the website is an operational detail that matters.

We build B2B websites that are structured around the buying process rather than the organisational structure of the business. The visitor's journey through the site mirrors the questions they are trying to answer, not the internal departments that deliver the service.