The Nine Pages a B2B Service Business Actually Needs
Most B2B sites have forty pages and only six that matter. The other thirty four exist because somebody once said the site looked thin.
Page count is not a quality signal
Somewhere a supplier told you a bigger site ranks better. It does not. A page ranks when it is the best answer to one question, and a site full of thin pages built to hit a number dilutes the authority of the pages that could have competed.
Nine pages, each doing one job properly, beats forty doing none.
The nine
1. Home. Answers three questions above the fold: what you do, who for, and what to do next. It is not a summary of the whole site. It is a routing page with a proposition on it.
2. One page per service. This is the most under built part of most B2B sites, and it is where the commercial searches land. A single "Services" page listing six offerings will rank for none of them. Six pages, each about one thing, can each rank for their own term.
3. Pricing. Even without a rate card. A range, a starting point, or the logic that drives the number. Hiding it does not remove the objection, it delays it to the most expensive moment, which is a booked call. The mechanics are in pricing page psychology.
4. Case studies or work. Proof with specifics: the situation, what you did, and what happened. Vague proof is worse than none because it signals you have nothing checkable. What to include is in case studies that convert.
5. About, with faces. In services, people buy people. Names, photographs, and what each person actually does. The anonymous team page is a cost.
6. Contact. One page, one primary action, a form short enough to finish, and an alternative for people who hate forms. Every extra field is a percentage of submissions.
7. A journal or insights section. Not for traffic vanity. For the buyers who are not in market yet, which is most of them, per the 95:5 rule, and increasingly to be the source that gets quoted in an AI answer.
8. An industry or use case page, if you have a real specialism. "Marketing for recruitment agencies" is a different search and a different buyer from "marketing agency". Only build these where you genuinely have proof.
9. The legal set. Privacy, terms, cookie policy. Nobody reads them and their absence is noticed by exactly the cautious procurement person you need to get past.
What each page owes the visitor
Every one of the nine should answer, without being asked: what is this, who is it for, what does it cost roughly, what is the evidence, and what happens if I get in touch.
A page that answers three of those five sends the reader back to Google to find the other two, and they do not always come back.
What to delete
Duplicate service pages created for slightly different keywords. They compete with each other and split the signal.
"Our process" as a standalone page. It belongs on the service pages, where somebody is actually deciding.
A blog with fourteen posts from 2022. Either refresh it or remove it. A visibly abandoned section makes a live business look dormant, and content decays.
Pages with no traffic and no purpose. Check analytics before a redesign. Most sites can lose a third of their pages and improve.
The order to build them in
If you are starting from nothing: home, one service page for the thing you most want to sell, contact, pricing. Launch. Then case studies as you earn them, then the remaining service pages, then the journal.
Launching four good pages beats spending four months on nine. The site that exists is worth more than the site that is nearly ready, and the missing pages will be better informed once real enquiries start telling you what people ask.
Frequently asked
Do we need a separate landing page for ads? Usually yes, and it is not one of the nine. It has a different job, explained in landing page or homepage for paid traffic.
How long should each page be? As long as it takes to answer the five questions. Service pages usually land between 600 and 1,200 words, not because of a rule but because that is what answering takes.
Can Fixora build this? Yes, as a fixed scope phase. See how we price, then send us your current site for a quote within 48 hours.
Have a project that needs this?
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The service behind this
Graphic Design
Design that holds up at 16 pixels and across every asset after it. Built as a system your team can actually use without coming back to us for every social post.
