Free guide · PDF
Built to Be Chosen
The Northwake Guide to B2B Website Design. A practical guide to planning, designing and launching a website that buyers understand, trust and act on.
Free, no sign-up. PDF, about 4 MB.
Why we wrote it
Most B2B websites are rebuilt without a clear brief: the team agrees it should look better, but not what it needs to do. This guide sets out what we consider the essentials, from positioning and page structure to performance, search, AI visibility, conversion and launch.
It is written in plain English, without hype and without invented statistics. Where it mentions a standard or figure, it links to the source so you can check it yourself.
What’s inside
6 parts, 18 chapters, 2 checklists
Part 01
Start with clarity
- 01Why B2B websites are different
- 02Positioning & messaging
Part 02
Shape the site
- 03Site architecture & key pages
- 04Homepage structure
- 05Service pages that sell
- 06Case studies & honest proof
Part 03
Make it work for people
- 07UX, UI & accessibility
- 08Designing for mobile
- 09Performance & Core Web Vitals
Part 04
Get found by people and machines
- 10SEO basics for B2B
- 11GEO: visibility in AI search
- 12Content & blogging
Part 05
Turn visits into conversations
- 13Conversion paths & forms
- 14Measurement & analytics
Part 06
Plan, build, launch
- 15Choosing a CMS
- 16Planning your project
- 17The redesign checklist
- 18The launch checklist
Who it’s for
- Marketing leads planning a new website or a redesign.
- Founders who want their current site to bring in better enquiries.
- Teams who need a shared brief before talking to an agency or developer.
Read it front to back before a project, dip into a chapter when a question comes up, and print the checklists in chapters 17 and 18 for whoever builds your site.
Start a project
Want help putting it into practice?
Request a call. Our founder replies personally within one business day.
Prefer email? hello@northwakestudio.com