Where a website earns trust before it
earns an enquiry.
Mid-cap, services-led B2B firms. The buyer is doing diligence on you before the first call — and your site is what's open in their second tab.
We had a Gurgaon-based industrial services client come to us last August. Their MD said the site was “working fine.” What he meant was that it loaded. The phone was ringing. He didn’t know that two of the three prospects who’d gone cold that quarter had pulled up the site, looked for an annual report, looked for a list of named clients, looked for the office address, and found none of the three. They scratched the company off the shortlist before the first meeting was booked.
That is the corporate website problem in one paragraph. Buyers are checking you. The site is the check. If it doesn’t pass — calmly, credibly, with the boring details visible — they don’t tell you they’ve struck you off. They just stop replying.
Things a corporate buyer actually looks for
In roughly the order they look, in our experience (we’ve watched it happen in user-test sessions more than thirty times):
- A clear list of named clients — logos preferred, but the names matter more than the design treatment.
- A registered address, phone, GSTIN. Not a contact form. The form is for the visitor who has already decided you exist.
- A leadership page with photographs and one-paragraph backgrounds, ideally including the LinkedIn link.
- The most recent press mention or recognition. Year visible. Older than 24 months reads as inactive.
- Case studies — even short ones — with a named industry. “Worked with a leading FMCG brand” is what AI writes; “Worked with Marico on their Tier-2 distribution rollout” is what humans want.
Do we need a long careers page if we're not actively hiring?
Yes, modestly. The careers page is read by buyers more often than it is read by candidates — they use it to gauge whether you’re a stable employer. Even three current openings (or a short note that says “we’re between hiring cycles; here’s where to register interest”) lands better than a missing page. We’ve had clients pull a referral solely because the candidates we shortlisted couldn’t find an HR email on the corporate site.
Aside: the worst corporate site we audited last year was for a ₹400-crore turnover firm. The contact page had no phone number. The MD’s response when we showed it to him was “people who matter know how to reach me.” That position is defensible at any scale up until you start losing tenders to firms that picked up the phone faster.
What we build for corporate clients
A typical engagement is six weeks. We start from a corporate-grade ThemeForest template (Astra, Salient, Avada are the three we keep coming back to — each has its quirks) and adapt it to the brand. Information architecture is the slow part — what counts as a service vs a capability vs a sector practice differs per firm and takes two workshop sessions to settle. The build itself is mostly content fill, integrations (HubSpot is common, Zoho CRM less so but rising), and the careful rendering of the leadership and clients pages where most of the trust signal lives.
Building for corporate?
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