The design is approved, the site map has forty boxes on it, and every box says "copy to come". This is the point where most website projects slow down.
It slows down because nobody decided what each page is for. Without that, every page tries to say everything: who the company is, what it sells, why it is different. Visitors meet the same three paragraphs on every page and learn nothing new by clicking.
Readers will not work to find the difference. In Jakob Nielsen's research on how people read websites, 79 percent of test users always scanned any new page they came across, and only 16 percent read word by word. The study dates from 1997, and it still describes how a busy buyer treats a supplier's site.
So give each page one job. The nine pages below cover most B2B websites. For each one you get the job, what to write, what to leave out and an example opening. Tick each page as you finish it.
The short answer
Each page of a B2B website has one job. The home page says who you help and sends visitors onward. Service pages explain what the buyer gets and how it works. Industry pages show you know their sector. The pricing page sets expectations, the about page proves real people stand behind the claims, case studies supply proof, and the contact page makes the next step easy.
0 of 0 pages covered
Work through your own site map. Tick a page when it has one job, one action and the content listed.
A good start. Service pages and the home page carry most of the load.
Most of the site is covered. The proof pages are what turn interest into an enquiry.
Nearly there. Check the pages nobody plans: thank-you and error pages.
All nine covered. Read each page on a phone before it goes live.
1. Home page
The home page has one job: tell the right visitor they are in the right place, then send them on. It is a signpost. Nobody decides to buy on a home page, but plenty decide to leave.
Write
- Who you help and with what, in one sentence a stranger would understand.
- One piece of proof: a number, or the kind of customers you work with.
- Clear routes to your main services and industries.
- One main action, repeated.
Leave out
- "Welcome to our website."
- Company history. It has its own page.
- A slider with five different messages.
- The word "solutions" with nothing after it.
Example opening (illustration): Dosing pumps for water treatment plants, sized for your plant before you order.
2. Service or product pages
These pages do the selling. A buyer comparing three suppliers reads the service page to decide who makes the shortlist. It has to explain what they get and how it works, clearly enough to repeat to a colleague.
Write
- What it is and who it is for, in the first lines.
- What is included, as a plain list.
- How it works, step by step, from enquiry to delivery.
- How pricing works.
- Proof that belongs to this service, not a general one.
- The questions buyers ask on sales calls, answered.
Leave out
- Features with no result attached.
- Benefits any competitor could claim.
- Your internal names for things.
- Three services squeezed onto one page.
Example opening (illustration): Pump sizing service: send your flow rate, dose and back pressure, and an engineer returns the right model within one working day.
A service page has to explain like an article and ask like an advertisement. That mix is the main work in website content writing, and where the page must persuade hard, in copywriting.
3. Industry and use-case pages
An industry page shows a buyer in one sector that you know their world. It works only when it says things that are true of that sector and no other.
Write
- The sector's problem, in the words people in it use.
- The standards, regulations or conditions that apply to them.
- A project from that sector, or the closest one you have.
- Which of your products or services fit, and why.
Leave out
- The same page with the industry name swapped.
- Sectors you have never worked in.
- General claims the service page already makes.
Example opening (illustration): For municipal water plants: pumps that hold their dose as demand changes through the day, with the documents your regulator asks for.
Pages that differ only by the name of the industry help nobody. They are also close to the pattern search engines treat as low value, which we cover in what Google's rules say about mass-produced pages. Write five industry pages you can fill properly before you write twenty you cannot.
4. Pricing, or how pricing works
Buyers want to know whether you are in their range before they talk to anyone. If your site says nothing, some will assume the worst and leave. The page's job is to set expectations, so the right buyers enquire and the wrong ones do not waste a week of both your time.
Write
- What drives the price: size, volume, complexity, materials.
- A starting point or a range, if you can give one.
- What is included and what costs extra.
- How a quote is prepared, and how long it takes.
Leave out
- "Contact us for pricing", with nothing else.
- Conditions that appear only at contract stage.
- A table of packages if you never sell packages.
Example opening (illustration): Pumps are priced by flow range and materials. Most plants need one of three ranges. Send your numbers for a written quote within two working days.
If you cannot publish prices, publish how pricing works. We do this ourselves: our service pages state a minimum project budget and say that every quote is written after a short call.
5. About page
In B2B, the about page is a trust check. A buyer opens it to see whether real people stand behind the claims on the other pages, and whether the company is the size and kind it appears to be.
Write
- Who runs the company: names, roles and real photographs.
- When it started, and why.
- Where you are, and where you work.
- What you do, and what you turn down.
- Certificates, memberships and registrations a buyer can check.
Leave out
- A mission statement nobody could disagree with.
- Stock photographs of strangers in a meeting.
- A year-by-year timeline of everything.
- Values with no example of them in use.
Example opening (illustration): Two process engineers started the company in 2011, after one too many jobs replacing pumps that had been sized from a catalogue.
6. Case studies
A case study gives a buyer something to repeat to their own manager: a company like theirs had the same problem, and here is what happened. It is the page your sales team will send most often.
Write
- The kind of customer, so the right reader recognises themselves.
- The problem, in the customer's words.
- What was done, in order.
- One number, with its source and dates.
Leave out
- Adjectives where a number should be.
- Results with no source.
- Three paragraphs about your own company first.
Example opening (illustration): A municipal plant was overdosing chemicals every afternoon. Three correctly sized pumps later, the plant's own dosing logs show the difference.
The method is in our guide on how to write a B2B case study. If you have the customers and not the time, see case study writing services.
7. Contact and enquiry pages
By the time someone reaches this page they have decided to get in touch. The page's job is to stay out of the way, and to say what happens after they press the button.
Write
- A short form that asks only for what sales will use.
- What happens next, who replies and how fast.
- Other ways to reach you: phone, email, WhatsApp.
- Address and hours, if people visit.
Leave out
- Ten fields, when three would start the conversation.
- "We will get back to you soon."
- Puzzles that block real buyers. Our guide on stopping junk leads covers gentler filters.
Example opening (illustration): Send your flow rate and dose. An engineer replies within one working day, by email unless you ask for a call.
8. Blog and resource pages
Articles and guides answer the questions buyers ask before they are ready to talk to you. They bring in people who are still working out what they need, and they give sales something useful to send.
Write
- One question per article, answered in the first lines.
- Examples and numbers from your own work.
- A link to the service the topic leads to.
- A date, and an update when the facts change.
Leave out
- Company news as the only content.
- Articles written for a keyword with nothing to say.
- Posts no one at the company has read.
Example opening (illustration): Size a dosing pump from three numbers: flow rate, dose and back pressure.
The quality of an article is mostly decided by its brief. Our content brief builder takes about twenty minutes, and blog writing services cover the rest if your experts have no time to write.
9. Thank-you and error pages
Nobody plans these pages, and every buyer who enquires sees one of them. A thank-you page is the first thing a new lead reads from you. An error page is what a visitor gets when a link has broken, which is exactly when they need help.
Write
- Thank-you page: confirm it arrived, say who will reply and when, and offer something useful to read meanwhile.
- Error page: say plainly that the page is missing, and offer the main routes and a search box.
Leave out
- "Thank you for your submission", and nothing else.
- An error code with no way forward.
- A joke where a link should be.
Example opening (illustration): Thank you. An engineer will reply by tomorrow evening. While you wait, here is the sizing guide most plants ask for.
Every Page on One Screen
Use this table when you review a site map. If two pages have the same answer in the second column, one of them probably should not exist.
| Page | The visitor is asking | It must have | Where it leads |
|---|---|---|---|
| Home | Am I in the right place? | One sentence on who you help, and routes onward | A service or industry page |
| Service or product | What would I get, and how does it work? | Scope, steps, proof and how pricing works | An enquiry |
| Industry or use case | Do you understand my sector? | Their problem in their words, and a relevant project | The service that fits |
| Pricing | Are you in my range? | What drives the price and how a quote works | An enquiry |
| About | Are these real, capable people? | Names, faces and facts a buyer can check | A case study or contact |
| Case study | Has this worked for someone like me? | One number with its source and dates | The service it proves |
| Contact | How do I start, and what happens next? | A short form and a promised reply time | The thank-you page |
| Blog or resource | How do I solve this problem? | The answer first, then the detail | A related service or guide |
| Thank-you and error | Did that work? Where do I go now? | A clear confirmation or a way forward | Something useful to read |
The Order to Write Them In
Do not start with the home page. It summarises the rest of the site, so it is far easier to write once the rest exists.
- Service or product pages. They force you to define what you sell. Everything else borrows from them.
- Case studies. You will need the proof for almost every other page.
- Home page. Now a summary of pages that already exist.
- About, pricing and contact. Short pages, quick to write once the offer is clear.
- Industry pages. Only the sectors you can write about truthfully.
- Thank-you and error pages. Ten minutes each, and they are never forgotten again.
- Articles. Start with the three questions sales answers most often, and keep going after launch.
If the site is a redesign, check one more thing before any page is rewritten: which existing pages already bring visitors and enquiries. Our guide to redesigning a website without losing SEO explains how to protect them.