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Discipline 03 · Digital Experience

Digital Experience: the website as part of your sales infrastructure.

A B2B website is not a digital company brochure. It is where prospects research, compare suppliers and decide whether to get in touch. We therefore plan and build it along the buying process.

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In short

Digital Experience covers B2B web strategy, UX and UI, web development, landing pages, microsites and content hubs, SEO and AI search, conversion optimisation, tracking and lead capture. The goal is a digital customer journey that leads prospects to a qualified enquiry and gives sales usable information. A relaunch typically takes six to twelve weeks.

Definition

Conversion architecture describes structuring a website around the questions a buyer asks at each stage of their decision, with a suitable next step each time. It concerns page structure and offer logic. The colour of a button is a detail for later optimisation.

01 · Starting point

Why many B2B websites generate few enquiries.

The most common B2B website structure mirrors the company: about us, products, services, references, careers, contact. That is a filing system, not a sales conversation.

A prospect is looking for answers to concrete questions: does this supplier solve my problem? Have they solved it for someone like me? What is the rough order of magnitude? What happens when I get in touch?

Websites that answer these questions in this order generate enquiries. Websites that tell the company history instead generate bounces.

On top of that there is a new research channel. More and more buyers ask AI assistants to suggest suppliers. These cite websites with clear structure, unambiguous statements and a clean technical foundation.

Questions to test your website

  • Does the home page say in one sentence who you work for?
  • Is there a separate page for every core service and industry?
  • Is it clear what happens after the form is submitted?
  • Does the page load in under two seconds on mobile?
  • Do you know which pages prepare enquiries?
  • Can your team create new pages without an agency?

02 · Scope

Six modules for the digital customer journey.

For portals, configurators and customer areas, the specialist unit BuildBP takes over technical delivery.

  • Module 01

    B2B web strategy and conversion architecture

    Page structure by buying process, mapping of pages to search intent and roles in the buying committee, staged calls to action.

  • Module 02

    UX, UI and web design

    Design at real breakpoints with real copy, a component library and mobile views of all core pages.

  • Module 03

    Web development and performance

    Server-rendered HTML, fast loading, structured data, accessibility to WCAG 2.2 AA and a content management system for your team.

  • Module 04

    Landing pages, microsites and content hubs

    Landing pages for campaigns and ABM programmes, microsites for products or markets, content hubs for expert content and resources.

  • Module 05

    SEO and AI search

    Technical SEO, content SEO and generative engine optimisation so that you appear as a source in Google and in AI assistants.

  • Module 06

    Conversion, tracking and lead capture

    Conversion rate optimisation, form logic, web analytics and tracking that follows enquiries into the CRM.

03 · Approach

Five steps from architecture to launch.

Copy is written in parallel with design. That is the biggest lever against delayed relaunches.

  1. 01

    Information architecture

    1 to 2 weeks

    Page structure along the buying process. Deciding which pages should rank on their own and which play a supporting role.

    Includes the redirect logic for existing URLs so that a relaunch does not cost visibility.

    • Site map with URL structure
    • Mapping of pages to search intent
    • Redirect plan for existing URLs

  2. 02

    Design

    2 to 3 weeks

    Design of the core pages at real breakpoints, using real copy to show whether the argument holds.

    • Core pages for desktop and mobile
    • Component library

  3. 03

    Content

    in parallel, 2 to 4 weeks

    Copy based on the messaging system. A dedicated page for each core service with definition, approach, deliverables and FAQs.

    Existing content is reviewed. Whatever ranks stays and is improved.

    • Copy for all core pages
    • Content inventory of the existing site

  4. 04

    Development

    3 to 5 weeks

    Build with a focus on load time, maintainability and clean markup. Content is rendered on the server so search engines and AI assistants can read it without JavaScript.

    • Responsive build
    • Structured data (schema.org)
    • CMS with templates
    • Accessibility to WCAG 2.2 AA

  5. 05

    Launch and measurement

    1 week

    Migration with redirects, indexing checks, measurement set-up and handover to your team. A follow-up review takes place four weeks after launch.

    • Redirects verified
    • Tracking and conversion measurement
    • Review after four weeks

04 · Technology

Technical guidelines.

Standards in every website project
AreaStandardWhy
DeliveryServer-rendered HTMLCrawlers and AI assistants read content reliably without JavaScript
Load timeLargest Contentful Paint under 2.0 sOn factory and mobile networks, the first second decides whether people bounce
StructureSemantic HTML, one H1 per pageEasier to interpret for search engines and screen readers
Structured dataschema.org as JSON-LDBasis for rich results and citations in AI answers
AccessibilityWCAG 2.2 level AAIncreasingly required by law, better usability for everyone
MeasurementPrivacy-friendly tracking, with consent where requiredEnquiries can be followed into the CRM without compromising data protection
MaintenanceCMS with componentsNew service and industry pages without development effort

For applications beyond classic websites, such as portals, configurators or customer areas, the specialist unit BuildBP takes over.

05 · Services in detail

Individual services within this discipline.

These services have their own page because clients often ask for them specifically.

Frequently asked

Frequently asked questions about Digital Experience.

What does a B2B website cost?
A relaunch including architecture, design, copy and development sits in the middle to upper part of our project range of €10,000 to €50,000. Key factors are number of pages, amount of copy, languages and integrations.
How long does a website relaunch take?
Six to twelve weeks. Delays almost always come from content, which is why we start writing in parallel with design.
Will we lose our Google rankings in a relaunch?
Not if it is done properly. Ranking losses almost always stem from missing redirects or lost content. We create a complete redirect plan before migration and check indexing after launch.
What does AI search mean for our website?
AI assistants such as ChatGPT, Perplexity or Google's AI Overviews summarise information from websites and name suppliers. They cite pages with clear structure, unambiguous definitions, structured data and readable HTML. This largely overlaps with good SEO, but adds requirements.
Which CMS do you use?
It depends on the case. For many B2B websites, a lean system with static delivery is the best choice. Where there is a lot of editorial activity, we use a classic CMS. We keep existing systems if they are sound.
Can we maintain the website ourselves afterwards?
Yes. The CMS is set up with components from which your team assembles new pages. Handover includes a briefing and short documentation.

Further reading

Relevant next steps.

Working together

Let's talk about where you stand.

In a 30-minute first conversation we identify where your growth is stuck and whether working together makes sense. You then get an honest view of a realistic scope.

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