What Website Best Practices Are, and Why They Matter for B2B Marketing

If your B2B website is slow or clunky, you’re losing business. Building it to modern best practices isn’t optional. It’s non-negotiable.

That means making it fast, mobile-friendly, and accessible to everyone. As Cyndi Masters puts it, “Google has a criterion. It has to be fast. It has to be a progressive web app.” In plain terms, your site should load quickly and work smoothly on any device, whether someone’s in New York or South Africa, on a desktop or a phone.

And don’t think mobile speed only matters for B2C. Million-dollar deals can start from a simple smartphone search. In emerging markets or remote job sites, a buyer might only have a phone and patchy internet. If your site is built like a progressive web app, it can still perform fast and clean.

Stat: 80% of B2B buyers use mobile devices during their purchasing process, and 30% prefer using a mobile app to complete transactions. Source Thunderbit

Accessibility is also important. Making your site usable for everyone isn’t just good practice. It’s the law in many places. Ignore it, and you could face fines or lawsuits. “Accessibility, it’s the law in so many places,” says Masters. 

Beyond avoiding trouble, an accessible, well-structured site actually boosts your SEO. It positions you to get picked up in Google’s rich answer snippets when buyers ask technical questions online.

Speed, mobile performance, and accessibility all directly impact trust. Get them right, and your site starts doing real work in your sales process.