7 Mistakes You're Making with Your B2B Website (and How to Fix Them)

Your website is your most powerful sales tool. But if it's making any of these seven mistakes, it's costing you leads, conversions, and revenue.

Here's what's holding your B2B website back: and how to fix it.

1. Using Too Much Industry Jargon

Your prospects don't speak in acronyms and buzzwords. When your website is packed with technical jargon, industry-specific terms, and insider language, you create a barrier between your business and potential clients.

Stop trying to sound smart. Start being clear.

How to fix it:

Read your website copy out loud. If you wouldn't say it in a conversation with a client, rewrite it. Replace technical terms with plain language. Spell out acronyms the first time you use them. Make your value proposition so clear that anyone in your target industry can understand it within five seconds of landing on your homepage.

2. No Clear Call to Action (CTA)

Your website needs to tell visitors exactly what to do next. If there's no clear CTA: or worse, too many competing CTAs: your prospects will leave without taking action.

Every page needs a purpose. Every visitor needs a next step.

How to fix it:

Choose one primary action per page. Make your CTA buttons stand out with contrasting colors and direct language. Use action-oriented text like "Schedule Your Free Consultation," "Get Your Website Audit," or "Download the Guide." Position CTAs above the fold and repeat them strategically throughout longer pages. Make it impossible to miss what you want visitors to do.

3. Talking About Yourself Instead of the Client's Problem

Your homepage shouldn't read like a company biography. Your prospects don't care about your founding story, your mission statement, or how many years you've been in business: at least not yet.

They care about their problems. And whether you can solve them.

How to fix it:

Reframe every section of your website through your client's perspective. Lead with the challenges they face, not your company credentials. Structure your messaging around outcomes and results. Replace "We are a leading provider of..." with "We help [target customer] solve [specific problem] by [solution]." Save your company history for an About page. Keep your homepage focused on what matters to your prospects.

4. Using Generic Stock Photos Instead of Real Photography

Stock photos scream inauthentic. Your prospects can spot them instantly: the overly diverse boardroom meetings, the people shaking hands in front of whiteboards, the perfectly posed teams with unnaturally white smiles.

Real photography builds trust. Stock photos erode it.

How to fix it:

Invest in professional photography of your actual team, your actual office, and your actual work. Show behind-the-scenes shots of your process. Feature real client projects (with permission). If you must use stock imagery temporarily, choose photos that feel natural and avoid the obvious corporate clichés.

Better yet, visit our web design services to see how authentic visuals transform a website.

5. Hiding Your Process or How You Work

B2B buyers want to know exactly what they're getting into before they contact you. When your process is unclear or buried in FAQs, you create uncertainty. Uncertainty kills conversions.

Transparency wins deals.

How to fix it:

Create a dedicated "How We Work" or "Our Process" section. Break down your methodology into clear, numbered steps. Explain timelines, deliverables, and what clients can expect at each stage. Include specifics: How long does onboarding take? What information do you need upfront? How often will you communicate? The more transparent you are about your process, the more confident prospects will feel reaching out.

6. Not Optimizing for Mobile Users

Over half of B2B website traffic comes from mobile devices. If your site loads slowly, has tiny buttons, or requires endless zooming and scrolling on a phone, you're losing half your audience.

Mobile optimization isn't optional anymore. It's fundamental.

How to fix it:

Test your website on multiple devices: phones and tablets, iOS and Android. Ensure your site loads in under three seconds. Make buttons large enough to tap easily. Simplify forms for mobile users. Use responsive design that adapts to different screen sizes. Check that images scale properly and text remains readable without zooming. Run a mobile speed test and fix what's slowing you down.

7. Complicated Navigation

If your prospects can't find what they're looking for in three clicks, they'll find it on a competitor's website instead. Complex mega-menus, unclear labels, and buried information frustrate users and increase bounce rates.

Navigation should be invisible: so simple it requires no thought.

How to fix it:

Limit your main navigation to 5-7 items maximum. Use clear, straightforward labels: "Services," "About," "Case Studies," "Contact." Save creative language for your content. Add a search function if your site has extensive content. Include breadcrumbs on internal pages so users always know where they are. Test your navigation with someone outside your company: if they can't find key information quickly, neither can your prospects.

Stop Losing Leads to a Broken Website

These seven mistakes are costing you business every single day. Fixing them doesn't require a complete rebuild: but it does require strategic thinking, clear communication, and an honest assessment of how your website serves (or fails) your prospects.

Ready to transform your B2B website into a lead-generating machine? The Haven Agency specializes in web design that converts. We'll audit your current site, identify what's holding you back, and build you a website that actually works for your business.

Schedule your free website audit today. Let's fix what's broken and build something that drives real results.