Buyer & search research
Committee and persona mapping joined to keyword demand and competitor gaps, so every page has a reader and a query.
B2Bb2b web development
B2B web development for the whole buying committee.
Founcy Solutions' B2B web development builds for how deals actually happen: several people, a long cycle, and a shortlist often drafted with a search engine or an AI assistant before anyone talks to sales. We map solution, industry and role pages to real search demand, connect every form to your CRM with its source intact, and keep your best expertise crawlable.
- committee-mapped architecture
- source data kept to the CRM
- gated assets stay indexable
- demo request captured with its source and first-touch page
- account enriched, created in the CRM and routed to the right owner
- sales alerted with the pages the buyer read first
first touch keptowner by territoryexample account
definition
What is B2B web development?
B2B web development is building websites for companies that sell to other companies. These sites serve several decision-makers over a long sales cycle, so they need more than a homepage and a contact form: solution, industry and role pages, proof that answers each stakeholder's objections, a resource center, and lead capture wired into the CRM and marketing automation. Done well, the site does part of the selling before sales is involved, and makes it possible to see which pages started the pipeline.
- Built for
- Buying committees, long cycles and considered purchases
- Platforms
- WordPress, HubSpot, Webflow or a headless stack, matched to your marketing ops
- Connected to
- Salesforce, HubSpot CRM, Marketo and your enrichment tools
- Measured by
- Opportunities and pipeline, not just form fills
sound familiar?
When the website sells against you.
Tap what's true today. It goes straight into your project brief.
Tap anything that sounds familiar.
Walk us through these →coverage map
Every buyer question deserves its own page.
Buyers search by problem, industry and role. Most B2B sites answer one of those. Pick a cell to see the page it needs, then plan the gaps.
industry →solution ↓
Logistics
Healthcare
SaaS
AP automation
Expense management
Spend analytics
Illustration: an example finance-software company, not a client. Role, integration and comparison pages extend the same grid.
what's included
B2B website development, research to pipeline.
Six workstreams. Depth depends on how many solutions, industries and regions your site has to carry.
Information architecture
Solution, industry, use-case, integration and comparison pages, plus a resource center with a taxonomy that won't bloat the index.
Messaging & proof modules
Templates for each funnel stage, with case studies, security and compliance detail placed where each objection comes up.
CRM & attribution plumbing
Forms, routing and hidden fields that carry UTM and first-touch data into Salesforce or HubSpot, tested end to end.
Indexable gated content
Every gated asset gets a public summary page, so search engines and assistants can see the expertise behind the form.
Technical SEO & AI readiness
Server-rendered pages, Organization and Service schema, Core Web Vitals budgets, hreflang where needed and a clear AI-crawler policy.
built to rank
Brochure site or pipeline engine?
The difference is rarely the design. It's architecture, plumbing and what crawlers are allowed to see.
pipeline visibility: guesswork
StructureProduct pages and a contact formSolution, industry, role, integration and comparison pages mapped to search demand
Gated contentBest thinking hidden behind formsEvery gated asset has an indexable summary page
AttributionLeads arrive in the CRM with no sourceUTM and first-touch data carried into hidden fields on every form
AI shortlistsClient-rendered pages and vague claimsServer-rendered, schema-backed answers that assistants can read and quote
ProofA logo carousel on the homepageProof modules placed where each stakeholder's objection appears
RelaunchNew site, reset rankingsRedirect map and crawl comparison before DNS changes
how it works
Sales, marketing and product in one room first.
B2B sites fail when one team writes them. We start with the people who talk to buyers.
- 01
Discovery
Interviews with sales, marketing and product, an analytics and CRM review, and an SEO baseline of the current site.
→ findings and buyer map - 02
Strategy & architecture
A committee-mapped sitemap, a content plan for each page and an integration spec for forms, routing and attribution.
→ sitemap and coverage map - 03
Design & build
Templates, components, proof modules, CRM integration and structured data, built on staging.
→ working staging site - 04
QA & launch
Attribution tested with real form submissions, a crawl comparison, redirects and performance checks before go-live.
→ signed-off launch checklist - 05
Optimise
Conversion tests, content expansion into the gaps on the coverage map, and reporting tied to opportunities.
→ pipeline-sourced reporting
stack
Matched to your marketing ops.
// cms
WordPressHubSpot Content HubWebflowContentfulSanityStoryblok
// crm & automation
SalesforceHubSpot CRMMarketoAccount Engagement
// front end
Next.jsServer-side renderingJSON-LD schemahreflang
// measurement
GA4Google Tag ManagerSearch ConsoleLooker Studio
what drives the cost
What does a B2B website cost?
Template count matters less than coverage, integrations and who writes the content. Set the four drivers below.
keep exploring
Related services.
HUB
HubSpot website development
For teams whose CRM and marketing already live in HubSpot.
Explore → HLSHeadless CMS development
Multi-site, multi-region content from one structured source.
Explore → GEOAI search optimisation
Get cited when buyers ask ChatGPT, Perplexity, Claude and Gemini.
Explore → APPWeb apps & portals
Customer and partner portals that sit behind the marketing site.
Explore →faq
B2B web development questions.
B2B sites serve several decision-makers over a long cycle, so they need depth: solution and industry pages, security and integration detail, proof for each stakeholder, and lead capture tied to the CRM. A B2C site is usually built for a single buyer and a fast checkout.
Gate only what sales genuinely needs a lead for. Every gated asset should still have an indexable summary page, so search engines and AI assistants can see the expertise and send the right buyers to the form.
HubSpot suits teams already running HubSpot CRM. WordPress is flexible and cost-efficient. Headless suits multi-site, multi-region or product-led companies. We recommend based on your marketing-ops stack, governance needs and who will edit the site.
The main drivers are how many solution and industry pages you need, integrations such as CRM, enrichment, product data or SSO, localisation, content creation and migration complexity. The scope builder above shows where your project sits; a fixed quote follows a scoping call.
Source, UTM and first-touch data is captured on every form and passed into the CRM, so reporting can connect organic and AI-referral visits to opportunities, not just leads. We test this with real submissions before launch.
We remove the technical barriers, with server-rendered HTML, consistent schema and crawler access, and structure content as clear answers to buyer questions. No one can guarantee citations, but we can make your site a credible, readable source.
Yes. Many B2B teams keep content, design or engineering in-house. We agree ownership per workstream at discovery, work in your repositories and tools, and leave documentation your team can run with.
start your b2b build
Build the site your buyers shortlist.
Send your domain. We'll map what buyers search for in your category against the pages you have today, and show you where the gaps are.
quote within 24 hours · works with your in-house team · seo baked in, not bolted on