The lean B2B website playbook

01 Jun 2025

Most B2B sites try to do too much. The winners are simple, specific, and extremely fast.

Core sections

• Offer and proof above the fold
• Product or service overview with outcomes, not features
• Social proof: metrics and anonymised testimonials
• Pricing and a low‑friction CTA

Performance defaults

• Preload fonts and hero images
• Avoid layout shift with explicit sizes
• Edge cache all anonymous pages

Less content, more clarity — and faster load — means more pipeline.