Guide

The B2B Website Redesign Playbook

Design21 July 202616 pages

What you'll learn in this guide.

Most B2B redesigns are judged on the wrong thing: the site looks better and, a year later, pipeline is where it was. Three failures account for nearly all of it — the project was scoped as a design exercise when the real problem was positioning, nobody protected the existing search traffic, and the site was designed for one buyer when the purchase is made by a committee. This playbook is structured to prevent all three, from the evidence-gathering week through positioning, architecture, the page system, asset protection, conversion design and a three-layer measurement model that survives a long sales cycle.

How to state the problem as a number before anyone opens a design tool
The four evidence sources that produce a brief, gathered in a week
How to write for the buying committee rather than a single persona
Information architecture that matches how buyers search, not how you are organised
How to specify ten templates instead of designing eighty pages
The five rules that protect existing organic traffic through a rebuild
A conversion ladder that offers a next step proportionate to the visit
A three-layer measurement model, and what to promise before the project starts
Fifteen questions to ask any agency pitching for the work

Inside the guide

Why B2B redesigns disappoint
Stage 0 — Decide what problem you are solving
Stage 1 — Inventory and baseline
Stage 2 — Positioning and message hierarchy
Stage 3 — Information architecture
Stage 4 — The page system
Stage 5 — Protecting the asset
Stage 6 — Designing for conversion
Stage 7 — Build, QA and launch
Stage 8 — Measuring the outcome
Appendix A — Who owns what
Appendix B — Fifteen questions to ask an agency

How to rebuild a site that has to generate pipeline, not applause — in eight stages, starting with the one everyone skips.

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