Design that has a job to do
In B2B, design isn’t decoration. It’s how someone who has never heard of you decides, in about eight seconds, whether you’re worth the rest of their afternoon.
Your visitors are usually short on time and comparing you against two or three others. Good B2B design makes three things obvious fast: what you do, who you do it for, and what happens if they get in touch. Everything else is secondary to that.
Accessibility belongs in the same conversation rather than a separate compliance checklist. Clear heading structure, readable contrast, and navigation that works without a mouse make the site better for everyone.
The articles here cover layout and hierarchy, accessibility, and the design decisions that affect whether a qualified visitor becomes a lead.
This is the thinking behind our website design work, where every layout decision starts with what the page is supposed to achieve.
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