Consumer conversion advice does not transfer to B2B. Nobody buys a $40,000 annual contract from a landing page. The site's job is not to close — it is to be credible enough to start a conversation, and useful enough to be forwarded to the four other people who have to approve it.
That forwarding step is the one most B2B sites ignore. Your champion is going to paste a link into Slack and argue your case for you while you are not in the room. The site is that argument.
Build for the person who has to sell you internally
Your best-case visitor is not a buyer, it is a champion — someone who already likes the product and now has to convince a manager, a finance lead, and often a security reviewer. Every one of those people has a different objection.
Concretely: a page that handles security and compliance, a page that frames cost against the status quo, and a way to get a summary the champion can forward without editing. These pages feel unglamorous. They are frequently the ones that move deals.
Say the price, or say something useful about it
The standard argument for hiding pricing is that it forces a conversation. What it actually does is filter out buyers who will not book a call to find out whether you are in their range — which includes most of the qualified ones.
If genuine enterprise pricing makes a number impossible, give a band, a starting point, or the model. 'Starts at $2,000 a month, priced per seat' respects the reader's time. 'Contact sales' tells them nothing and reads as evasive.
Put trust signals on the path, not in the footer
SOC 2, GDPR posture, uptime history, data residency, and named customers are load-bearing in B2B. Burying them in a footer link treats them as reassurance for the anxious, when for many buyers they are the first hard requirement.
A dedicated security page that a reviewer can read without requesting a document removes a real delay from the sales cycle.
Design conservatively on purpose
Enterprise buyers read visual novelty as risk. Heavy animation, unusual navigation, and experimental layouts signal a young company that might not be around at renewal.
Restraint is not the same as boring. Good typography, real hierarchy, and generous spacing read as expensive and stable. The goal is to look like a company with a finance department.