Companies naturally organise themselves around departments, products and internal terminology. Customers do not. When that internal logic becomes the website architecture, users must understand the company before they can find the solution
Low Search Volume Does Not Mean Low Commercial Value
High-volume traffic can be commercially weak, while a small number of high-intent searches can represent substantial contract value. Demand should be evaluated by the economics behind the query, not volume alone
What Current Evidence Says About Digital Conversion Friction
Companies often try to improve conversion by shortening forms. Current evidence suggests the more important question may be whether the form, account or human gate appears before the buyer has received enough value to justify the commitment
What B2B Buyers Actually Need From Supplier Websites in 2026
B2B buyers increasingly want to investigate suppliers independently, but they still seek human validation when uncertainty becomes consequential. We reviewed current buying research to understand what this means for website architecture, information depth and the handoff from digital experience to sales
B2B Buyers Want Self-Service Until They Need Confidence
B2B buyers increasingly want to research suppliers and products without sales involvement. Yet when uncertainty becomes consequential, human validation returns. The emerging opportunity is not choosing between digital and sales - it is designing the handoff between them
Removing the Form Instead of Optimising It
A B2B CRM developer spent months struggling to move prospects into product trials. Instead of optimising a complex registration form, we questioned why the form needed to exist at all - and redesigned the journey so users could experience value before being asked for commitment.