The Complete Guide to B2B Website Design

Key takeaways

A B2B website delivers value when it connects to the ERP, keeping pricing, orders, and inventory accurate without manual effort.
Features like account-level access, quick reorders, and task-focused CTAs directly support how customers place and manage orders.
The biggest improvements often come after launch, when updates and testing refine the site to match real customer workflows.

How to Build a B2B Website That Actually Works: The Complete Guide to B2B Website Design

A lot of B2B websites look the part but fall short where it matters. Customers still pick up the phone to check inventory. Sales reps spend hours retyping orders into the Enterprise Resource Planning (ERP) system. Pricing updates lag behind reality. The website might bring in a few leads, but it doesn’t run the business.

This gap shows up in the numbers. An alarming 65% of surveyed decision-makers report that B2B ecommerce is “broken” at their organization. The top culprit? Poor product data. In fact, 83% admit their data is incomplete, inconsistent, or outdated. Another 81% say their ecommerce platform makes the problem worse, often because it lacks the tools to manage product complexity or collect useful customer data.

The stakes couldn’t be higher. A poorly designed B2B website means missed orders and more customers picking up the phone — whether to place an order, check status, or ask about inventory. It also ties up sales teams with low-value tasks like answering routine questions or handling simple reorders that the site should process automatically. When done right, though, a B2B website becomes the most efficient sales tool you have. It shows accurate pricing, handles approvals, automates reorders, and frees your people to focus on growth.

Here’s the bottom line: The best B2B websites aren’t digital brochures. They’re operational engines tied directly to your ERP.

In this guide, we’ll break down what makes B2B website design unique, why so many projects stumble, and the process Anchor Group uses to keep them on track. You’ll see best practices, ROI benchmarks, and real strategies for turning your website from a cost center into a growth engine — with a clear value proposition built around ERP integration.

What Makes B2B Website Design Different?

B2B website design isn’t about flashy visuals or clever animations. It’s about solving operational headaches that come from complex accounts, negotiated pricing, and bulk orders. Direct-to-consumer (DTC) or B2C sites exist to persuade someone to make a one-time purchase. A B2B website exists to make sure loyal customers can buy what they need without hassle.

Focus on Existing Customers

Most B2B companies already have established relationships. The site’s job is to make these relationships easier. A construction supplier, for example, doesn’t need to convince contractors to switch vendors. They need to give current customers fast access to inventory data, bulk order tools, and shipping updates — without a phone call.

Role-based Access

In B2B ecommerce, websites often serve company accounts rather than individual shoppers. Within a single company account, different people need different permissions. A facilities manager might place day-to-day orders, a procurement director may handle approvals, and an admin oversees budgets. A well-designed user interface (UI) gives each role the right visibility and control.

Integration With Business Systems

A B2B website has to pull data directly from the ERP. That way, when a customer logs in, they see their negotiated pricing and current stock levels, along with access to recent orders. For companies on NetSuite, this is where the real advantage comes in: The website syncs with the ERP in real time, so information stays reliable across the homepage, catalog, and checkout.

Operational Efficiency

The best B2B web design doesn’t stop at clicks or form fills. It makes reordering faster by giving buyers access to saved carts and SKU upload tools. It reduces manual data entry by syncing orders directly into the ERP. And it shifts sales teams toward higher-value work by automating routine tasks that once required phone calls or emails.

Why B2B Websites Fail

Many B2B websites underperform because they’re built with retail-style ecommerce assumptions — designed to attract one-time shoppers instead of serving account-based buyers with negotiated pricing and repeat orders. Instead of making life easier, they force customers and staff into extra work. Here’s where projects often go wrong and how those problems show up in day-to-day use.

Design Without Strategy

A sleek homepage may impress at first glance, but without a live connection to the ERP, it quickly breaks trust. Customers log in, see pricing that doesn’t match their contract, or inventory numbers that don’t reflect reality, and pick up the phone instead of checking out online. What started as a design upgrade becomes a source of extra calls and delays.

Systems That Don’t Connect

When a site and ERP run on separate tracks, orders move by hand. Staff export CSV files, clean them up, and upload them again. Each step adds delays and introduces mistakes. A single typo in an SKU can mean the wrong product goes out the door, impacting customer confidence.

Templates That Ignore Real Workflows

Many site templates assume a one-time cart checkout. In manufacturing or wholesale, buyers often need to upload a spreadsheet of hundreds of SKUs or reorder a saved list in seconds. Generic platforms built for simple publishing — like WordPress without heavy customization — rarely support those workflows.

Skipping User Research

Teams that skip discovery rely on guesswork. Without talking to procurement managers, admins, or repeat buyers, they don’t know who logs in, which approvals matter, or what details need to appear on a product page. The finished site may look polished but doesn’t fit how customers actually buy. Research from Nielsen Norman Group shows that skipping user research often leads to costly redesigns and lower adoption because design decisions end up based on internal opinions rather than real customer behavior. Forrester found that companies investing in user-centered design see measurable returns in efficiency and customer satisfaction — proof that research pays off.

When corners get cut, the cracks show quickly. Staff fall back on manual workarounds, and customers lose trust in the site. Once this happens, adoption stalls. A strong B2B website proves its worth by removing friction from ordering and fulfillment.

The B2B Website Design Process: Key Phases

A strong B2B website doesn’t come together overnight. It follows a deliberate process that balances technology, data, and people. Skipping steps leads to the failures we just covered. Following them sets you up for long-term success.

Discovery & Strategy

Every project starts with clarity. Document how customers actually purchase, not just how you’d like them to. This means interviewing procurement managers, sales reps, and admins to map approval chains, pricing structures, and ordering habits. The goal is to align the website with the needs of its target audience, not with internal assumptions.

For NetSuite users, this step includes reviewing how customer records, product catalogs, and order workflows live in the ERP. Aligning these with business goals ensures the website reflects how the company already runs, and identifies where automation can lighten the load.

Planning & Architecture

Once the goals and workflows are clear, the next step is building the blueprint. Information architecture (IA) should mirror your operations. Instead of a generic ecommerce tree, create navigation that makes sense for your customers — for example, categories tied to contracts, SKUs grouped by buyer role, or content organized by job function.

User journey mapping complements IA by focusing less on persuading new buyers and more on guiding existing customers from login to reorder. Wireframes, content outlines, and technical specs then lock this structure in before design begins.

Design & Development

This is where ideas turn into a working site. Visual design sets the tone, but development determines whether the site delivers. Responsive layouts make it usable in the office and on the job site via mobile device. Development standards keep it secure and scalable.

Integration planning matters most. Companies can choose SuiteCommerce, which sits directly on NetSuite, or platforms like BigCommerce or Shopify, which requires integration but offers greater speed and flexibility. Both need the same attention to data sync that you’d expect from a well-built Software as a Service (SaaS) platform, where reliability and scalability are non-negotiable.

Testing & Launch

Testing goes far beyond “does the page load?” It checks business logic. Are approval workflows firing correctly? Does pricing show the right number for each customer group? Does order data land in NetSuite without errors

Performance optimization also belongs here — load time, mobile responsiveness, and checkout speed all shape user experience (UX). Analytics and search engine optimization (SEO) setup prepare the site to be measured from day one.

Here’s a practical SEO checklist we use during implementation to keep BigCommerce and NetSuite sites search-ready and error-free from day one.

SEO Implementation Checklist

Pre-development:

Add a robots.txt file to the development domain: All sandbox or staging domains must include a robots.txt file that prevents Google from indexing them. Otherwise, product pages could be indexed before launch, creating duplicate content issues that hurt search rankings.
- Recommended setting: User-agent: Googlebot Disallow: /

Pre Go-live:

Confirm SSL is active: Type the HTTP version of your URL and confirm it redirects to HTTPS. If it doesn’t, the client may need to update DNS settings before launch.
Enable CDN cache: On the Domain Record in NetSuite, ensure the “CDN Cache” box is checked to improve page speed and reduce load times.
Set up Google Search Console: Gain access to the client’s Google Search Console. Review crawled pages, export indexed URLs, and note which ones will require redirects or re-mapping.
Import 301 redirects (if needed): If reusing an existing domain, import URL redirects before go-live to preserve SEO equity and prevent 404 errors. Perform this step at launch to avoid disruptions to the current site.
Enable JSON-LD markup: In the Website Configuration page, confirm that JSON-LD is selected as the markup type for structured data support.
Generate and validate sitemap: Use the native sitemap generator and verify the sitemap at yourdomain.com/sitemap.xml.
- Include the sitemap reference in your robots.txt file—it should link to the main sitemap that points to additional sitemap files when applicable.
Add and validate robots.txt file: Upload your robots.txt file, then confirm it’s working by visiting yourdomain.com/robots.txt. Validate it through Google Search Console to ensure proper setup.
Test schema markup on product detail pages (PDPs): Validate PDP schema using Google's Rich Results Test tool.
- For matrix items, use Anchor Group’s Schema Enhancement Extension to add “offers” data for child SKUs. This ensures Google Ads and Merchant Center data align correctly.
Check URL components for readability
- Facet URLs: Replace system IDs (e.g., custitem_company) with readable names (e.g., companyname).
- PDP URLs: Ensure product URLs include relevant keywords.
- Category URLs: Simplify category URLs for clarity and SEO. Coach clients on the impact of clear URLs and relevant keywords.

Post Go-live

Verify 301 redirects: Confirm that all planned redirects are active by testing a sample set of URLs. This helps prevent major drops in organic traffic.
Monitor Google Search Console for errors: Track 404 errors, warnings, and indexing issues for at least three weeks after launch. If issues appear:
- Redirect to a relevant page or homepage.
- Create the missing URL when appropriate.

Anchor Group typically educates clients on how to monitor Search Console post-launch. Ongoing optimization is often handled as a separate project, as search algorithms and site requirements evolve.

Post-Launch Optimization

A website launch isn’t the finish line. It’s the start of continuous improvement. Use analytics to track which features customers adopt and where they drop off. Update content regularly with product information, technical documents, and FAQs. Keep testing checkout flows and account tools to make sure they work as smoothly six months in as they did on day one.

10 B2B Website Design Best Practices

Best practices help translate strategy into execution. These principles keep a B2B website valuable long after the launch party.

1. Start with Strategy, Not Design

Business goals should drive design decisions. If the priority is cutting order entry time, invest in quick reorder tools over flashy homepage animations. Anchor Group’s framework starts with measurable objectives, then maps features directly to those outcomes — a very different approach from a typical marketing agency that focuses mainly on visuals.

2. Know Your Audience Deeply

User research is the foundation of effective B2B website design. Personas should reflect the real people who log in — like procurement managers who care about contract pricing or facilities staff who need quick reorder tools. When the site is built around actual roles and workflows, it feels intuitive and reliable to the people using it every day.

3. Create Clear User Journeys

In B2B website design, journeys aren’t about persuading strangers from awareness to decision. They’re about making repeat purchasing simple for existing customers. Clear navigation, saved order lists, and SKU-level search reduce the steps from login to checkout.

Guiding users to conversion means removing friction: Show contract pricing up front, place key CTAs like Reorder or Check Inventory in obvious spots, and keep catalog filters aligned with how buyers actually group products. Every design choice should shorten the path to a completed order.

4. Prioritize User Experience

UX design in B2B means role-based access, approval chains, and mobile-first layouts for teams in the field. Payments also matter. Anchor Group's SuiteCommerce Payments integration opens options like Google Pay, Apple Pay, and Affirm — features most B2B buyers expect but SuiteCommerce doesn’t natively provide. Some businesses also add tools like chatbots for quick order status checks or FAQs, but those only work well when the ERP data behind them is accurate.

5. Develop Content That Educates and Converts

On a B2B website, content functions as a working tool, not just a digital marketing asset. Product documentation and technical specs help buyers confirm details before placing large or complex orders. Case studies show how other businesses solved similar problems, giving purchasing teams confidence to proceed. Installation guides, FAQs, and clear messaging reduce support calls by answering the questions that usually slow down fulfillment.

When content fills these roles, the website becomes a trusted resource that speeds up buying rather than stalling it.

6. Integrate With Your Business Systems

Integration keeps the site trustworthy. SuiteCommerce ties directly into NetSuite, so pricing and inventory update automatically. BigCommerce requires an integration layer, but many high-growth companies prefer it for faster performance and flexibility. In either setup, the goal is the same: Customers see accurate information every time they log in.

7. Implement Strong Calls to Action

Contact Us doesn’t cut it in B2B. Buyers log in with specific tasks in mind, and CTAs should help them finish these tasks quickly. Request Quote shows pricing that matches negotiated terms. Check Inventory connects directly to ERP data, so customers know what’s in stock before they place an order. Reorder Previous pulls past purchases into the cart in seconds. A simple contact form still has a place, but it should support service requests or complex inquiries, not stand in as the main path to conversion.

These CTAs work because they remove uncertainty and shorten the path to purchase. Instead of creating another step that leads back to email or phone, the site itself provides the answers customers came for.

B2B buyers look for signals that the site delivers in real business settings. On-site or social media testimonials from established customers carry weight because they reflect ongoing relationships. Case studies go a step further by showing measurable improvements: faster ordering, fewer support calls, or smoother inventory management. Industry certifications and credentials add another layer of reassurance, especially when purchases involve compliance or high-dollar commitments.

Together, these trust signals show that the website performs reliably for companies with similar needs.

9. Optimize for Search and Performance

SEO in B2B focuses on precision. Buyers often search for product SKUs, technical specs, or very specific use cases, so the site must be optimized to make these easy to find. Performance matters just as much: Faster page speed, lighter load times, and a clear site structure all help the site rank while giving customers a smoother experience.

10. Plan for Continuous Improvement

A B2B website isn’t a one-and-done project. High-quality data should guide every update. Analytics reveal where customers abandon carts, which search terms return no results, and how often tools like quick reorders are used. These insights point to concrete fixes — whether that’s refining product data, improving search, or reorganizing the catalog.

Testing plays a key role here. A/B experiments on layout, navigation, or checkout flow show what actually improves UX. Over time, this steady cycle of measuring and adjusting keeps the site aligned with how customers really buy, even as needs change.

Measuring Website Success

A new website only matters if it makes the business run better. This means measuring impact beyond page views or clicks. Here are key ways to track success:

First month indicators: Track how often customers log in and which tools they use. Heavy adoption of features like quick reorder or saved lists signals early success.
90-day metrics: Watch support call volume and order processing speed. A drop in routine calls and faster turnaround means the site is easing pressure on staff.
Long-term impact: Measure ROI by tracking labor hours saved and order value growth. If customers stick with the site because it’s faster than calling, that’s proof that the investment is paying off.
Continuous improvement: Go beyond launch reports. Use a regular cycle of measurement and testing to guide updates. Each change builds on the last, increasing the site’s value over time.

The common thread across all these measures is simple: A B2B website proves its value when it saves time, reduces errors, and keeps customers coming back.

The Anchor Group Advantage

A lot of firms can design a website. Fewer understand what makes a B2B website actually work. This is where Anchor Group stands apart. Over dozens of projects, we’ve refined a methodology that keeps risk in check and timelines realistic. Our team knows NetSuite inside and out, and we know when Shopify or BigCommerce is the smarter fit. This balance of ERP depth and ecommerce flexibility is what keeps data flowing without hiccups.

Because we work with manufacturers, distributors, and wholesalers every day, we understand the workflows that drive their businesses — and the points where these workflows often break. The same team that builds your site also supports it after launch, so when something needs attention, you’re talking to people who already know your system. No handoffs, no call centers.

Clients don’t come to Anchor Group for “flash.” They come because their site has to work flawlessly. And that's what we deliver.

Building a Website That Earns Its Keep

At the end of the day, B2B website design is about more than looks. The site should tie directly into your ERP so the data is always reliable. It should also give buyers the confidence that pricing is accurate and up to date. Most importantly, it should make routine purchasing faster for the people who depend on it every day. When these pieces come together, the website stops being a cost center and starts driving growth.

If your current site isn’t delivering, now is the time to fix it. Anchor Group offers a complimentary website assessment to help you uncover gaps, plan the right improvements, and launch a site that works as hard as your business does.