Websites & CRO
A website that does sales work, not just brand work.
Most B2B websites in India are digital brochures: they describe what a company does without ever making a case for why a buyer should take the next step. We design websites that move qualified buyers from awareness to intent. Every page has a job. Every section has a conversion argument. The design serves the copy, not the other way around.
Why most B2B websites in India underperform commercially.
The problems are predictable. We see the same pattern in almost every website audit we run for Indian growth-stage companies.
The homepage is about the company, not the buyer.
The most common mistake in Indian B2B websites is opening with an awards section, a founding story, or a list of company values. The buyer who lands on your homepage has a problem. If the first screen does not address that problem, they will leave. Your homepage has roughly eight seconds to make the buyer believe you understand their situation.
The site has no conversion architecture.
Conversion architecture means every page has a defined job in the buyer journey: create awareness, build credibility, handle objections, or prompt action. When pages are built without this structure, CTAs are placed arbitrarily, trust signals are buried, and the buyer is left to decide on their own what to do next.
Product pages describe features, not outcomes.
A product or services page that lists features is writing for internal product teams, not buyers. Buyers want to know: what does my business look like after using this? What specific pain goes away? How quickly? Indian B2B buyers, especially in mid-market, are making ₹10 to ₹50 lakh annual decisions. They need an outcome-focused case, not a feature checklist.
There is no credibility infrastructure.
Credibility in B2B is built through a combination of case studies with real numbers, named testimonials from recognisable companies, and evidence of expertise. A website that shows only logo grids without context and generic "we are trusted by 500+ clients" claims fails the credibility test with a sophisticated buyer.
The site does not work for the sales team.
A high-performing B2B website is a sales tool. Sales reps should be able to send specific pages to prospects at specific stages: a case study for a sceptical mid-funnel lead, a pricing page to a warm inbound, an integration page to a technical evaluator. If your website cannot do this, it is not working as a commercial asset.
Mobile and load speed are ignored.
Indian business buyers do research on mobile. A website that loads in six seconds on a mobile 4G connection in Bengaluru or Hyderabad is losing buyers to a competitor whose site loads in two. Page speed is not a technical problem, it is a commercial problem.
How we design websites that generate commercial outcomes.
We treat the website as a revenue system, not a design project. Every decision, from information architecture to copy to visual design, is made with the buyer conversion in mind.
Strategy and architecture
- Buyer journey mapping: define the jobs each page must do at each stage of the funnel
- ICP definition: profile the two or three buyer types who need to be served by the site
- Competitor website analysis: identify positioning gaps and credibility benchmarks
- Information architecture: site map with every page, its purpose, and the CTA it should drive
- Content audit: evaluate existing pages and copy for what to keep, rewrite, or cut
- Conversion goal hierarchy: rank the actions the site should drive by commercial value
Copy and content strategy
- Homepage copy: problem-led hero, solution framing, credibility section, and CTA architecture
- Services or product pages: outcome-focused, buyer-language copy for each core offering
- About page: positioned around trust signals and expertise, not company history
- Case study framework: structure for extracting and presenting proof that converts
- SEO keyword mapping: identify primary and secondary terms for each page
- Meta titles and descriptions for all primary pages
Design and build
- Wireframes in Figma: conversion hierarchy locked before any visual work
- Design system: typography, colour, spacing, and component library
- High-fidelity visual design across all pages, desktop and mobile
- Production build in Webflow, Framer, or Next.js based on your team's requirements
- Performance optimisation: Core Web Vitals pass, sub-2.5s LCP on mobile India
- GA4 implementation with conversion event tracking
- CRM integration: HubSpot, Salesforce, or Zoho form submission routing
Launch and optimisation
- Staged launch with redirect mapping for existing URLs
- Search Console setup and sitemap submission
- Post-launch heatmap and session recording review
- Sales team enablement: document which pages to use at which stage of the sales process
- 30-day performance review: traffic, conversion rate, and lead quality assessment
- First-round iteration based on post-launch data
What is included in a website design engagement.
Strategy and copy
- Buyer journey and ICP documentation
- Full site information architecture
- Conversion-optimised copy for all primary pages
- Case study framework and one completed case study
- SEO keyword mapping per page
Design
- Figma wireframes for all pages
- Complete design system: type, colour, components
- High-fidelity desktop and mobile designs
- OG images and favicon set
- Design handoff with annotation
Build and technical
- Production build in Webflow, Framer, or Next.js
- Core Web Vitals pass and mobile speed optimisation
- GA4 with conversion events
- CRM form integration and routing
- 301 redirect mapping from old site
Post-launch
- Search Console setup and sitemap submission
- Heatmap and session recording setup
- 30-day performance review call
- One round of data-informed iteration
- Sales team page usage guide
This is right for you if:
- You are a B2B company with a sales team and the website is not generating qualified inbound leads
- You are about to raise a round or enter a new market and need a site that reflects the commercial credibility of the business
- Your current site was built by a generalist web agency that did not approach it as a conversion or sales tool
- You have existing case studies and customer proof but the website is not using them effectively
- You need the site to reduce the number of qualification questions your sales team has to answer on every discovery call
Not the right fit if:
- You need a simple five-page brochure site with no conversion ambition: a template-based solution is faster and cheaper for that use case
- You have no existing customer proof, case studies, or testimonials: without credibility content, even the best website architecture cannot convert a sceptical B2B buyer
Frequently asked questions.
How long does a full website project take?
The typical engagement runs six to eight weeks from strategy kickoff to launch. Strategy and copy take two weeks, design takes two weeks, and the build plus QA takes two to three weeks. Websites for companies with more than fifteen pages or complex integrations take eight to twelve weeks.
Do you handle both copy and design, or just design?
We handle both. Copy leads, design follows. We will not begin visual design until the copy and information architecture are approved, because changing the argument after the design is built creates expensive rework. The two disciplines are handled by the same engagement, not split across two vendors.
What platform do you build on?
Webflow for marketing teams that need no-code editing autonomy, Framer for design-forward builds with animation requirements, and Next.js when the site needs to be part of an existing engineering codebase. We do not build on WordPress for new projects because the performance and security overhead is unjustifiable for modern marketing sites.
What happens if we need pages added after launch?
The design system and component library we build during the project are structured so that new pages can be composed from existing components without starting from scratch. We offer a separate retainer for ongoing page additions and optimisation work, or we can hand off the system to your internal team.
Ready to build a website that works as hard as your sales team?
Book a 30-minute site strategy call. We will audit your current site, identify the three biggest commercial gaps, and outline what a redesign would involve.
Book a call