Websites for B2B and service businesses
No cart, no checkout, and nowhere near enough traffic to A/B test your way out of it. What decides a B2B site is whether a stranger can tell within ten seconds that you do their specific thing, and whether asking costs them anything.
Proscube designs and builds websites for B2B and service businesses — content and video studios, logistics operators, design practices. The work is different from ecommerce: the conversion is an enquiry rather than a purchase, the sales cycle runs weeks, and credibility has to be shown rather than claimed. We work with clients across the US, UK, Europe and Australia.
Projects delivered
Sites designed and built
Weeks, typical build
Senior team, no pass-through
Selected work
Content and video production, interior design, vehicle logistics. Every one of these is our design and our build, and most are linked live so you can go and use them.
What actually decides a B2B site
Different failures from ecommerce, and the first one is the whole category in a sentence.
On an ecommerce site the buy button is the loudest thing on the page. On most B2B sites the equivalent action is a Contact link in the navigation. If asking you a question takes three clicks and a form with nine required fields, the site is filtering out exactly the people who were curious but not yet committed.
US Cargo Freight — the quote request sitting in the hero, not behind a Contact link
The unspoken fear in every B2B enquiry is that it triggers a sales process the person cannot get out of. Stating the next three steps — a call, a scope, a number — removes that, and almost nobody does it. It is the cheapest increase in enquiry rate available in this category.
US Cargo Freight — the three steps stated plainly before anyone commits
In a service business the work is the entire product, and it is routinely filed on a Work page nobody reaches. Put it on the homepage, above the services list. Someone deciding whether to hire a studio wants to see what the studio makes, not read a list of what it offers.
Content Production Company — the reel treated as the argument rather than a portfolio page
A visitor arrives asking one question: do these people do my specific thing, for businesses like mine. A homepage that leads with capability rather than audience makes them do the matching themselves, and most will not bother. Naming the client type is worth more than any amount of adjective.
ContentMarketing.Media — the audience named in the subhead, not inferred
Years in business, number of clients, award badges. None of it is checkable and none of it moves a decision. What does: named clients, a real person with a real title, press coverage you can click, and a piece of work substantial enough that it could not have been faked.
Atelier Ashiesh Shah — the practice shown through the work it has made
How we start
A 30-minute call, then a scoped proposal with a real timeline and an explicit list of what is not included. No hourly billing and no invoice that grows.
You see real pages in your site during the first week rather than a deck at the end of month two, which means direction problems surface while they are still cheap to fix. This is deliberately not our pay-if-it-wins ecommerce offer: that one is settled by an A/B test, and B2B traffic volumes cannot settle one honestly.
Book a 30-minute callChoosing an agency
A B2B site is judged differently from a store, so the questions are different too.
Ecommerce has a conversion rate. A B2B site frequently has twenty enquiries a month, which is far too few to read as a rate. An agency that promises to A/B test its way to an answer has not looked at your traffic.
Our answer
Enquiry volume and enquiry quality, tracked before and after, and honestly caveated — at B2B volumes that is a directional read rather than a proof. We will not sell you a split-testing programme on a page that gets four hundred visits a month, because it cannot settle.
On a service site the copy is the product description. An agency that expects you to supply it, or that hands it to a generalist, will produce a site that reads like every other site in your category.
Our answer
We write it with you, from the work and from how you actually describe it on a call. The single most valuable input is usually a recording of you explaining the service to a prospect.
Service businesses add case studies, press and people constantly. If each one needs a developer, they stop getting added and the site ages badly within a year.
Our answer
Real sections your team can add and reorder. Adding a project or a team member should take ten minutes and no deploy.
A rebuild is a migration. Any agency that has not asked about your current URLs before quoting is about to cost you whatever rankings you have.
Our answer
Every URL mapped before anything is built, redirects tested before cutover. It is a line item in the quote rather than something discovered afterwards.
Plenty of service businesses need a sharper homepage and a working enquiry flow, not a rebuild. An agency that never says so is selling the same thing to everyone.
Our answer
Frequently. If the structure is sound and the problem is that the site does not say who it is for, that is a copy and layout job at a fraction of a rebuild, and we would rather do that well than sell you more.
Where our clients are
We work with DTC brands across three time zones. What changes between them is rarely the structural problem — it is traffic volume, which decides how fast anything can be proven, and the category rules that differ market by market.
Our largest market. Buying committees are bigger and the research window is longer, so the site is doing most of its work before anyone fills in a form — which makes the case studies and the pricing posture matter more than the contact page.
Procurement and compliance questions arrive earlier in the conversation, and a site that cannot answer them creates a round trip. Multi-language is a real decision here rather than a nice-to-have, and it is cheaper to plan for than to retrofit.
Smaller markets where reputation travels fast and referral is a larger share of pipeline. The site is often being checked after a recommendation rather than discovered cold, which changes what it needs to prove.
We work asynchronously and overlap live for calls. The test runs in your dashboard and you see exactly what we see.
The conversion is an enquiry rather than a purchase, which changes almost everything. There is no cart to optimise, the sales cycle runs weeks rather than minutes, and the decision is made on credibility rather than price and convenience. It also means volumes are far lower, so the testing-led approach that works in ecommerce is usually not available — judgement and structure have to do the work instead.
Often, and it is usually the right first move. The most common fixes are stating who the site is for in the first sentence, moving the work above the services list, and making the enquiry form shorter and reachable from the hero. That is a copy and layout project at a fraction of a rebuild, and we would rather do it than sell you more than you need.
Typically 4 to 8 weeks. The two things that most often extend it are content — copy, photography and case studies that do not exist yet — and integrations with a CRM or booking system. We scope both explicitly up front rather than discovering them in week five.
Rarely, and we will say so rather than sell it. A split test needs enough conversions to settle, and a site with twenty enquiries a month will not produce a readable result in any sensible window. Where traffic genuinely supports it we test; where it does not, we say that and make structural decisions on judgement instead.
Usually Next.js for a marketing site, with a CMS your team can actually run. We are an ecommerce studio by background, which means the sites tend to be faster than the category norm — the performance discipline carries across even when there is no checkout to protect.
Most B2B and service sites land between $8K and $25K depending on page count, content complexity and integrations. Larger programmes with a CRM, multiple languages or heavy custom functionality run higher. We fix the number in writing after a discovery call so it does not move afterwards.
Next step
If the second half of that sentence is not already obvious from the first page of the site, that is usually the finding. You will get a real read within a business day.
