Our Work
B2B buying decisions involve multiple stakeholders, longer timelines, and more scrutiny than a consumer purchase. A generic website built for quick conversions doesn't hold up. We design and build B2B websites around the buying process you actually have.
Built for established B2B companies with real complexity in their sale.
"We hired Macaw Digital Marketing to create & launch our redesigned website and they did an outstanding job! They provided excellent recommendations, were a pleasure to work with and completed it in record time."
— SBC Scientific Storytelling
"Macaw did a fantastic job creating our web site. Helped to bring my vision to reality and were very professional and took extra time to help me understand everything."
— Doug Elkins, ADM Cleaning
"Daniel was thoughtful, really understood what our goals were and executed accordingly."
— David Kislin, JEL Development
A B2C website often has one job: turn a single visitor into a single purchase, quickly. A B2B website has to do something harder — build a case that survives being reviewed by several people, over several weeks, none of whom may talk to you directly until they've already formed an opinion.
That difference changes almost everything about how the site should be built: what content it needs, how it's structured, what a "conversion" even means, and how patient the design has to be with a visitor who isn't ready to buy today.
A champion, a technical evaluator, and a budget-holder may all review the same pages independently, looking for different things.
B2B sales cycles can run weeks or months. The site has to earn trust over that whole window, not just in a single visit.
What you offer often can't be explained in a sentence — it needs structured, credible depth without becoming overwhelming.
A wrong vendor choice carries real professional risk for the buyer, which makes credibility signals matter more than polish alone.
The site needs to support the sales team's process, not just generate a form fill and hand off a cold lead.
Buyers research through Google and increasingly through AI tools before a salesperson is ever contacted.
Most B2B sites we review share the same handful of issues. Individually they seem minor. Together, they're usually why a good company is losing deals to a competitor with a better-structured website and a weaker product.
Recognize any of these on your current site?
Copy built around the result you produce, not just the features you offer.
Something credible for the champion, the technical evaluator, and the budget-holder alike.
Different calls to action for different levels of buyer readiness, not one generic form.
Case studies and results that are specific and recent enough to actually persuade.
A fast, well-structured site that supports rankings rather than working against them.
Dedicated landing pages built to match paid campaigns, not a generic homepage redirect.
Conversion on a B2B site isn't one action — it's a set of paths matched to how ready a visitor actually is. Someone who just found you needs a different next step than someone comparing you against two other vendors.
We design pages with that in mind: lower-commitment paths for early-stage visitors, and direct, sales-ready paths for buyers who are close to a decision.
A B2B website should make your SEO easier, not harder. We build on clean, fast, well-structured foundations — proper heading hierarchy, sensible URL structure, and technical performance that supports ranking rather than suppressing it.
Fast load times, proper crawlability, and structured data from day one.
A structure that supports adding service, industry, and use-case pages without a rebuild.
Pages connected in a way that helps both visitors and search engines find related content.
The same structure that supports SEO also supports future Answer Engine Optimization work, if and when it's relevant to your category.
Want a site built to support both search and paid traffic?
Paid traffic deserves its own landing experience, not a redirect to your homepage. We build dedicated, conversion-focused pages that match campaign intent directly — so the ad, the landing page, and the offer are all saying the same thing.
That alignment is often the difference between a campaign that converts and one that just generates clicks. A site built with this in mind from the start makes every paid dollar work harder.
B2B messaging fails most often by describing what a company does instead of what changes for the buyer. We write around outcomes — what a customer can do, avoid, or achieve because they chose you — and support that claim with real specifics rather than adjectives.
Where technical depth is genuinely needed, we include it, structured so it doesn't overwhelm a visitor who isn't ready for it yet.
Paths that help a technical buyer, an executive, and a champion each find what matters to them quickly.
Content built so a champion can forward a single page and it makes the case on its own.
Proof points placed right next to the assertions they support, not buried on a separate page.
Options for a visitor who wants more information and one who's ready to talk now.
A B2B website succeeds when it produces leads your sales team can actually work — not just form submissions. That means capturing the context a salesperson needs to follow up intelligently, and routing leads to the right person quickly.
We build lead capture around your actual sales process, and set up the tracking that shows which pages and channels are producing leads that turn into revenue, not just volume.
We learn your buyers, your sales process, and what the current site is failing to communicate.
We map site architecture and messaging around your actual buying journey.
We design and develop the site around conversion, credibility, and technical performance.
We migrate carefully, protecting existing SEO value and setting up proper lead tracking.
We track qualified leads and refine based on real buyer behavior after launch.
Ready to see what this would look like for your business?
We're a full-service digital marketing agency with an AI-native way of working. AI accelerates the manual load — research, drafting, testing — so more ground gets covered for the same budget. Strategy, messaging judgment, and accountability stay with people.
We also handle the marketing that surrounds the website — SEO, PPC, content, and AI search visibility — so the site isn't a standalone asset disconnected from the rest of your growth.
Tell us about your business and your buying process, and we'll recommend the right approach.
Built for established B2B companies with real complexity in their sale. If we're not the right fit, we'll tell you on the first call.
