The 5 pages every B2B site needs
A simple structure that does the selling — and the capturing — for you.
You don't need 30 pages. You need 5 that do the work: Home, Services, Proof, About, Contact/Book.
Each has one job. Home sells the promise. Services explain the how. Proof removes doubt. About builds trust. Contact converts.
Everything else is a distraction until these five convert.
1. Home — sell the promise
Your homepage has one job: make the right visitor feel understood and give them a reason to go deeper. That means a clear outcome-first headline, a subheadline that names the customer, and a primary CTA within the first screen. Below the fold: one social proof element, one key benefit, one softer conversion path.
2. Services — explain the how
This page answers "what exactly do I get?" Be specific. List deliverables, not abstractions. "12-page website with CMS, speed-optimised, includes 3 rounds of revisions" converts better than "full-service web solutions." If you offer multiple services, give each its own section or sub-page.
3. Proof — remove doubt
Case studies with named clients, before/after metrics, testimonials with photos. The format matters less than the specificity. "We increased organic leads by 3×" from a named company is worth more than ten anonymous five-star ratings. This page is where buyers who need convincing go to convince themselves.
4. About — build trust
B2B buyers hire people, not companies. Show faces, share the origin story, state your values concretely. "We started this because we ran our own store and couldn't find an agency that thought like operators" is memorable and believable. Generic mission statements are not.
5. Contact/Book — convert
Make this page frictionless. Embed a calendar (Calendly, Cal.com) so visitors can book without emailing back and forth. Include a short form for those not ready to book — name, email, one sentence about their project. Everything else can wait for the call.
The checklist:
- Home — outcome headline, social proof above the fold, two CTAs
- Services — specific deliverables, no jargon
- Proof — named clients, concrete metrics
- About — real people, real story
- Contact — calendar embed, minimal form
Once all five convert well, build out the rest. Not before.