B2B site design has different priorities than consumer sites — your visitors aren’t impulse-buying, they’re building a case internally to justify a purchase. That means the site needs to do a few things well: make the value prop clear in under 5 seconds, have credible proof (case studies, logos, real numbers) above the fold or close to it, and make it dead simple to get to a demo/contact form without hunting. Overly flashy design usually hurts B2B conversion more than it helps — clarity and trust beat cleverness.
This breakdown covers the structural side (nav, page hierarchy, conversion paths) if you want a fuller framework.