What Content You Actually Need for a B2B Website Refresh

If you're redoing your B2B website, your instinct might be to start with design. Unfortunately, great design won’t fix unclear content.

We’ve seen too many brands invest in a beautiful site only to watch it underperform because the words don’t work.

At Borrowed Pen, we start with messaging first because your content isn’t just filler. It’s the strategy. Here’s what content you actually need when refreshing your B2B website (and what you can skip or phase in later).

Start with core pages that support your sales process:

1. Homepage

Not just your digital front door, this is your best shot at relevance. Your homepage should clearly answer:

• Who you serve

• What you solve

• Why someone should trust you (fast)

We structure it like a landing page with clear steps and action signals.

2. Services or Solutions Page

Your services page is where your offering lives. Focus on outcomes, use cases, and buyer pain points, not just its features. If you have multiple service areas, start with a summary page and link to deeper subpages later.

3. About Page

Yes, people read it, especially in professional services. However, keep it buyer-centered.

Not “We love marketing,” but “Here’s why working with us feels different.”

4. Contact Page

Your contact page should be a natural next step, not a wall of fields. Include context for when they’ll hear back, who they’ll talk to, and what happens next.

Add these next for content that builds trust and depth:

5. Case Studies or Proof Pages

One good story beats ten generic claims. You don’t need 20 to launch, but you need at least 1-3 that show outcomes, context, and real-world fit.

6. Blog or Resource Hub

Use this to capture search traffic, demonstrate expertise, and build topic clusters. Start with 5–10 strategic, evergreen pieces that support your sales process, not random thought leadership.

7. Pillar Pages (for SEO and sales alignment)

Longer, foundational pages organized around your core topics. These make your site easier to navigate, rank, and scale.

What you don’t need right away but can be great once you build your foundation:

• FAQs

• Team bios

• Gated PDFs

• A careers page

• A newsletter sign-up

• A robust blog strategy

• Mission, vision, and values

• An investor or press page

• An events page or webinar archive

• Live chat or chatbot

How we help

We work backwards from your buyer:

• What are they trying to solve?

• What questions do they need answered before they’ll reach out?

• What proof do they need to feel confident?

Then we write the site around that, which is plain, persuasive, and organized like a sales tool. Need help structuring and writing your next site. We make the messaging make sense. Let’s build a site that actually works.