Many small and medium-sized B2B companies keep the same website for years. At the beginning it usually works well enough. The website introduces the company, lists its services and provides basic contact information.
Over time, however, the company evolves while the website stays the same. Services expand; the company gains experience and its position in the market changes. Yet the website still reflects the situation from several years ago.
At that point the website may start sending the wrong message. Instead of presenting the company as it is today, it shows a much earlier stage of its development.
Typical signs that a website redesign may be needed:
- the company has expanded its services
- the website no longer reflects the company’s current positioning
- the content has become outdated
- potential clients have difficulty understanding what the company actually does
In these situations, a website redesign is not primarily about design. The key task is to clarify how the company presents itself to potential clients.
The following case study shows how this process looked for a commercial property management company.
Background of the project
KLPM is a commercial property management company operating in the B2B sector. The firm manages a portfolio of commercial properties and works primarily with corporate clients.
The company was established during the Brexit period. At that time it took over the management of a property portfolio from a company previously owned by British investors who decided to terminate their business activities in the EU. During this period of rapid change, the original website was created as a practical solution. It served its purpose well in the early years of the company.
After five years, however, the website no longer reflected the development of the business or the current expectations of the market. The client therefore decided to prepare a new version of the website.
Her goal was not to create a sales website. The main objective was to develop a clear and professional presentation of the company and its services for potential business partners and clients.
Small businesses outsource their marketing.
The situation also reflected a challenge that many smaller B2B companies face: With a team of around ten employees, hiring a full-time marketing specialist would not make economic sense. At the same time, marketing activities still need to be carried out professionally.
In such situations companies often choose to outsource specific marketing projects, such as a website redesign. However, even when external suppliers are involved, the company still needs someone who can define the website concept, prepare the content and coordinate the project. This was the role I took on in this project.
My role in the project
My role was to guide the website project from strategy to launch. I worked closely with the client to define the concept of the new website and then coordinated the collaboration with the technical supplier responsible for implementation.
The work included:
- clarifying the goals of the new website
- defining the target audiences and main message
- preparing the content strategy
- creating the website structure (site map)
- organizing the selection of the technical supplier
- supporting the evaluation of supplier proposals
- coordinating the collaboration during the implementation phase
This approach ensured that the client always had a clear overview of the project and that the work progressed smoothly.
Website structure and content
One of the first important steps was preparing the structure of the new website. Together with the client, we defined the key sections of the website and discussed which information would be most useful for potential clients.
We also selected relevant case studies that demonstrated the company’s experience across different segments of the commercial real estate market. The aim was to present the company’s work in a balanced and credible way, while also showing the diversity of projects the company manages.
Based on the agreed structure, I then prepared the complete content for the Czech version of the website. Thanks to the clear brief from the client and my previous experience in the commercial real estate sector, the first version of the texts required only minimal adjustments. In fact, the client requested only a single round of edits, which is relatively rare in projects of this type.
Implementation and launch
Once the content was finalized, the client prepared the visual materials and photographs for the website. The technical supplier then selected a suitable template and created the first working version of the website.
During several follow-up meetings we reviewed the individual sections and fine-tuned the details of the Czech version of the site. An English version of the website was prepared as well. After testing and final approval from the client, the developer launched the new website. The current version of the website can be viewed here.
Client testimonial
“I had worked with Jitka before and knew that she understood our industry and worked in a highly professional way. Choosing her to lead the creation of our new website was an obvious decision.
Right from the start, Jitka presented a clear project timeline broken down into achievable steps. She came up with practical solutions and managed the entire project so that we were able to launch the website on time and with the quality I expected. I would be happy to work with her again.”
Katalin Szável, Owner, KLPM
What this project confirms about B2B websites
This project confirmed something I often see when working with B2B companies. The biggest challenge is usually not the technical side of the website. The most important step is clarifying what the company actually wants to communicate.
Once the goals, target audiences and key messages are clearly defined, the rest of the project becomes much easier. This is why I usually start website projects with strategy and content, rather than design or technical solutions.
Planning a new website for your B2B company?
I help small and medium-sized B2B companies prepare and launch websites that clearly communicate their expertise and services.My work typically includes website strategy, content creation and project coordination from the initial concept to the final launch.
If you are considering a new website or redesigning an existing one, feel free to get in touch for an initial consultation.
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