A B2B services site that generates pipeline instead of printing brochures
Inbound-optimised B2B professional services site with clear practice pages, depth case studies, and a quote funnel that pre-qualifies. Launched in three to four weeks from $2,000.
Who this is for
Partner or marketing head at a 5 to 50-person professional services firm (consulting, recruiting, accounting, legal ops) where the site reads like a brochure and the pipeline has stagnated.
The pain today
- Site is a brochure — services described vaguely, no real content
- Case studies are gated PDFs with logos and no real numbers
- No inbound pipeline — leads only come from referrals
- Service pricing ranges are hidden, so unqualified leads waste time
- Blog is inconsistent and does not support SEO or sales
The outcome you get
- B2B services site from $2,000 in three to four weeks
- Service pages structured to pre-qualify leads (outcome, process, range)
- Case studies with real numbers that close deals
- Quote funnel with clean CRM routing
- Blog and resources infrastructure that supports sales
Why B2B services sites do not generate leads
Most B2B services sites fail on three axes. One: service pages are vague — 'strategic consulting' without a named outcome or buyer. Two: case studies are gated PDFs with no content visible to search engines or readers. Three: pricing and engagement structure are hidden, so every inbound call is a tire kicker. Fix all three and inbound pipeline grows 2 to 5x within 9 months. It is not magic — it is discipline about what the site says and how it qualifies. Transparent positioning attracts the right buyers and repels the wrong ones.
Service-page structure that pre-qualifies
Three blocks per service page. Outcome — what a client has after working with the firm. Process — how you deliver, in plain steps with realistic timelines. Engagement structure — pricing range, deliverables, what is included. Firms that publish engagement ranges ('engagements start at $30,000 for a 6-week scope') lose low-budget leads and win high-budget ones. Firms that hide pricing waste hours on unqualified calls. I do it on my own site — $2,000 for websites, $3,499/mo for applications — and it filters the pipeline before I invest time.
Case-study depth that closes
A case study is a sales tool, not a portfolio item. Five elements. Client context — industry, size, specific situation (not 'a leading B2B company'). Problem — what was broken, in plain terms with real consequences. Approach — what you did and the tradeoffs you made. Outcome — specific numbers where available (revenue impact, time saved, conversion lift). How this applies to similar situations — the sales bridge. Case studies built this way convert readers to inquiries at 5 to 10 percent. Anonymous logo walls convert at nearly zero. I ship this structure for every services-firm site.
Pricing and timeline
Starter $2,000 — up to ten pages, three to five services, three case studies, basic CRM wiring. Business $5,000 — full service catalog, case-study CMS, blog infrastructure, team pages, meeting booker. Corporate $10,000+ — multi-office, multi-practice, deep CRM integration, resources library, partner portal. Three to four weeks start to launch. 14-day money-back guarantee. 1-year bug warranty. 100 percent code ownership under Work Made for Hire. CMS set up so partners and marketing can ship new case studies and articles without a developer.
Case: LAK Embalagens — catalog conversion playbook applied to services
LAK Embalagens is a B2B manufacturer, not a professional services firm, but the structural lesson transfers. I rebuilt the site with a catalog-first information architecture: clear categories, fast filtering, deep product pages, and a quote funnel wired to sales. Bounce dropped 45 percent, impressions 3x'd, rankings landed top three. Professional services firms run the same playbook — services instead of products, case studies instead of spec sheets, qualified inquiries instead of purchase orders. The pattern is repeatable: clean taxonomy, real content depth, clear path to contact.
When HubSpot CMS makes sense
HubSpot CMS is the right call when your firm is already running HubSpot CRM and Marketing Hub, your marketing team is comfortable in the HubSpot interface, and you want tight CRM-to-site integration (personalisation, smart content, form routing). For firms not already in HubSpot, the licensing cost ($300 to $1,500+/month) is often not justified. Default alternative: Next.js with Sanity or Payload, with HubSpot forms and CRM integration via API. Same personalisation and routing for a fraction of the monthly cost. I build in both stacks and pick based on your current tooling.
Recent proof
A comparable engagement, delivered and documented.
Turned a B2B manufacturer into a digital showroom
Designed and developed a high-performance institutional website to showcase packaging solutions and generate qualified leads.
Frequently asked questions
The questions prospects ask before they book.
- Will transparent pricing cost us deals?
- Transparent pricing costs you the deals you do not want — the ones where the prospect's budget is a fifth of your minimum. The deals you do win come in warmer, more serious, and closer to scope. In my own practice, publishing $2,000 website and $3,499/mo application pricing filters the pipeline before calls happen. Firms afraid to publish ranges often discover that the hidden 'under $5k' calls were never going to close anyway — publishing saves everyone time. Anonymous engagement ranges ('starting at $30,000') qualify without revealing everything.
- Can we migrate our existing case studies and blog?
- Yes. I have migrated content from WordPress, HubSpot CMS, Squarespace, Webflow, Medium, and custom systems. Case studies, blog posts, images, metadata, and URLs come over with 301 redirects preserving SEO. Migration is included in Business and Corporate tiers. Starter tier includes migration of up to 20 pieces of content; more is priced per item. Rankings typically hold within a week and often improve because the new site is faster.
- Do you build team pages and hiring flows?
- Yes. Team pages with bios, photos, and areas of focus are included in the Business tier. For firms recruiting actively, a careers page integrated with Greenhouse, Lever, Ashby, or Workable is added on. Hiring funnels are inbound pipeline just like client funnels — and firms that treat the careers page as an afterthought miss strong candidates. I build both as first-class surfaces when recruiting is strategic.
- Can we integrate with HubSpot, Salesforce, or Pipedrive?
- Yes. Forms route to the CRM via API or native integration. HubSpot forms are the deepest integration (smart content, progressive profiling, CRM-triggered personalisation). Salesforce and Pipedrive integrate through Web-to-Lead or API. Multi-step quote funnels pass context (service, budget range, timeline) so sales gets a qualified lead, not a blank form. Round-robin routing between partners is supported. Full CRM integration is included in the Business tier.
- How do we run content marketing without burning time?
- Content marketing only works if it is sustainable. I build the infrastructure (CMS, SEO schema, internal linking) so your team can publish without friction. Content strategy is your team's responsibility — I do not write long-form client content. For firms without content bandwidth, I recommend quarterly pillar articles written by a subject-matter expert and edited by a content specialist. Volume matters less than consistency and depth. One strong article per quarter beats a weekly thin post every time.
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