B2B websites usually have to explain a lot to engage the visitors to make a purchase, because they simply aren’t as impulsed buyers as end consumers are. However, that doesn’t mean that your B2B website should be just a static brochure, what is more, it can be your strongest selling point. So, B2B website design should be focused on generating leads, and encourage those leads to get through the sales funnel on their own. Your web design should be able to reflect the goals and pain points of your target audience and attract leads organically. Besides, you should pay attention to typography, carefully select photos, videos and more. To help you go through the B2B website design process as smoothly as possible, we picked some of the most important things your website should include.