The B2B Website Redesign Checklist
Everything a B2B company needs to cover before and during a website redesign to end up with a site that generates real leads. 32 items across 6 sections, with the 8 highest-impact items flagged.
Positioning and messaging
Define who your primary buyer is and write every page for that person specifically, not a general audience
CriticalRewrite your homepage headline to state what you do and who you serve in plain language
Identify your three most important differentiators and make them visible without scrolling
Audit all existing copy for jargon and generic filler and replace with specific, buyer-relevant language
CriticalEnsure every service or product page explains the business outcome, not just the feature
Proof and credibility
Add at least two case studies with a named client, real context, and measurable results
CriticalDisplay client logos from recognizable companies where you have permission
Replace generic testimonials with attributed quotes from real contacts at named companies
CriticalDisplay relevant certifications, awards, or accreditations with visual treatment
Add team photos and bios if your buyers value knowing who they will work with
Make your physical address and contact information easy to find, not buried in the footer
Conversion architecture
Create a primary CTA for buyers who are ready to talk: Book a call, Get a quote, Start a project
CriticalAdd secondary CTAs for buyers still evaluating: Download a guide, See case studies, View our approach
Place CTAs in the navigation, hero section, and at the bottom of every service page
Build a dedicated contact or inquiry page that sets expectations for response time and process
Test that every form works on mobile before launch
Services and offers
Create a dedicated page for each primary service with detailed description, outcomes, and a CTA
CriticalOrganize services by buyer type or use case, not by internal department or product line
Add a FAQ section to each service page that addresses the most common buyer objections
Link from service pages to relevant case studies and resources
SEO and discoverability
Research the specific search terms your buyers use and map them to individual pages
CriticalWrite unique, descriptive meta titles and descriptions for every page
Set up 301 redirects from all old URLs to corresponding new pages before launch
Submit a sitemap to Google Search Console after launch
Add LocalBusiness or ProfessionalService schema markup where applicable
Build internal links between related service pages, case studies, and resources
Technical performance
Confirm the site loads in under 3 seconds on mobile
CriticalTest on iOS and Android on multiple screen sizes
Enable HTTPS and confirm no mixed content warnings
Set up Google Analytics 4 and verify data is flowing before launch
Configure Google Search Console and verify ownership
Compress all images without visible quality degradation
Want a team that handles all of this for you?
We build B2B websites in 30 days, fixed price, with every item on this checklist built in as part of our standard process.