B2B website checklist: 25 questions worth reviewing
A strong B2B website does not work because it contains every detail. It works because the right visitor recognises the situation, believes the approach and knows what to do next.
Mark each question as sound, uncertain or needs improvement. Do not focus on the total score; find the group where weak points most directly prevent contact.
1–5. The first screen
The first seconds should not explain everything. They should help the right person recognise that the page is relevant and worth reading.
- 1. Is it clear who the company helps?
- 2. Does it name the problem or objective that brought the visitor?
- 3. Is the customer outcome visible?
- 4. Does it avoid language only specialists understand?
- 5. Is there a clear and reasonable next step?
6–10. Offer and differentiation
A visitor needs decision support, not a catalogue of services.
- 6. Is it clear which service helps in which situation?
- 7. Does the outcome appear before delivery details?
- 8. Is the approach meaningfully different?
- 9. Is the scope of the service understandable?
- 10. Does the page help unsuitable buyers recognise that it is not for them?
11–15. Trust and risk reduction
A B2B decision-maker considers the consequences of choosing badly. Evidence should reduce that risk.
- 11. Is the responsible expert visible?
- 12. Is the working process explained?
- 13. Do references show situation, change and outcome?
- 14. Are claims specific and verifiable?
- 15. Are genuine contact and legal details easy to find?
16–20. Navigation and contact
Navigation works when visitors do not need to understand the company’s internal structure.
- 16. Are menu labels written in the visitor’s language?
- 17. Are priority services only a few steps away?
- 18. Is mobile reading and navigation comfortable?
- 19. Can visitors choose between contact methods?
- 20. Is it clear what happens after contact?
21–25. Measurement and technical foundations
Technical quality creates value when it supports discovery, use and decisions.
Do not give every technical fault equal weight. A minor issue on a rarely visited page is less urgent than a slow priority service page or an unmeasured contact journey. Rank technical work beside the visitor journey and commercial impact.
- 21. Does every priority page have a unique title and description?
- 22. Do images load quickly and include meaningful alternative text?
- 23. Are all links and contact methods working?
- 24. Can the journey from a service page to contact be measured?
- 25. Can enquiry source be connected with sales outcome?
How to use the checklist
- Have a leader, a salesperson and someone less familiar with the company score it separately
- Attach evidence or a counterexample to every uncertain point
- Rank improvements by business impact and effort
- Start no more than three changes at once
- Define how evidence or feedback will show improvement