The Top 8 Pages to Optimize on B2B Websites

Business to Business (B2B) marketing is challenging.  As Canadian businesses bring their companies online, many struggle to reach their business target market on the Internet.  That makes each and every website visit a precious accomplishment.  The last thing we want to do is lose these elusive buyers to a bad website experience.

In a new benchmark report from Ascend Marketing and Jackson Marketing Group, B2B marketers ranked the most important website pages they optimized in the past year.   This peek into the strategies of expert marketers can guide us in optimizing our own websites for the unique B2B buying cycle.

Top 8 Pages to Optimize on B2B Websites

Marketers say the most important B2B website pages to optimize are:

  1. Website Homepage (57%)
  2. Product or Solutions Pages (47%)
  3. Lead Registration Forms (30%)
  4. Content Download Landing Pages (28%)
  5. Company Pages (27%)
  6. Paid Search Listing Landing Pages (12%)
  7. Promotional or Trial Offer Pages (12%)
  8. Cart and Payment Process (12%)

“There is a great deal of opportunity for B2B companies to grow their effectiveness as lead generation engines,” the report states. “Particularly as 93% of B2B purchase decision makers say they research their purchases online.”

Which website pages do you focus on when testing and optimizing? Please share your experience or questions in the comments below.


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Digital Business & Marketing Manager at Online Business Canada | Website | + posts

Melody McKinnon's formal education is in business management, which she enhanced with more than 60 certifications revolving around business, marketing, health, general sciences and writing. In 25 years of working online, she has owned or managed both educational and ecommerce websites. Her book, 7 Recession Proof Online Businesses to Start From Home, is available on Amazon.

Melody has worked with many businesses & brands in a multitude of capacities. She can often be found on, and, as well as other quality digital publications. Her content has earned reference links from highly-respected websites, magazines and university textbooks.

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Aline Pitocco

Very good blog thank you so much for your time in writing the posts.


Fantastic post!


I’m not sure I agree with all priorities but they’re bound to be different for different companies. Benchmarking is just a guideline after all, not the rule.

Mark in Marketing

Some I would have guessed but others are ranked lower than I thought they would be. It really points out the difference between b2b & b2c priorities. Thanks for sharing the data.

Lew Davis

I’m really surprised paid search landing pages are ranked so low. Why pay money for advertising without making the landing page all it can be? That doesn’t make sense to me at all. Anyone?