Start with a buying task. A CNC buyer may need to check working dimensions and support. A freight buyer may need to confirm a shipping lane and what is included in a quote. Give each buyer a page with enough information to decide whether to contact you.
Map the buyer's path to pages
| Buyer task | Page to build | Information to include |
|---|---|---|
| Check whether a product fits | Product or category page | Model, dimensions, tolerances, supported materials, and an accessible datasheet |
| Check whether a supplier can deliver | Service or capability page | Service area, delivery stages, dependencies, and exclusions |
| Compare suppliers | Case study | Customer's problem, work delivered, dated screenshots or evidence, and what the example can demonstrate |
| Prepare a quote request | Inquiry form | The questions sales needs to respond, an editable service selection, and an email or phone option |
A searchable product catalog can support several industries. Use separate pages when the specifications, documents, or buying process differ. Link one useful page for each buyer task from relevant category and case pages.
What this looks like in practice
Shosei's CNC equipment site is an example of organizing an industrial catalog around equipment categories and product information. Bestway's freight website illustrates a different task: helping importers and exporters review services and routes before they inquire. Compare the page structure and screens in each case to decide what a buyer should be able to confirm on your own site.
For an English and Chinese site, agree on product names, units, and documentation in both markets. Give each language a stable URL and let readers switch directly between corresponding pages. Google's multilingual documentation explains how to tell Search about those equivalents.
Check the site on a phone before launch
Open a product page from a search result on a narrow screen. Check that the specifications, main links, and quote form work without a desktop layout. Test a real submission in a staging environment, including the confirmation and the sales team's receipt. During a redesign, list old URLs and map each one to the closest new page before launch.
Measure the steps separately. Search clicks show demand for a landing page. Form submissions show that users completed the inquiry path. Sales can classify unique inquiries as qualified, duplicate, or outside scope. Use these counts to decide whether the next change belongs in search copy, product information, or the form. Google's mobile-first indexing guidance explains how mobile content and resources affect what Google can index.
Common questions
How many pages does a B2B website need?
Inventory the questions buyers must answer. Start with the most important product families, capabilities, case evidence, and inquiry paths. Add a page when it answers a distinct need.
What should a quote form ask for?
Ask for a brief description of the requirement and a way to reply. Product, delivery location, and schedule can be optional fields where they help sales prepare the next step.
When should we build a bilingual site?
Build both versions when you can maintain accurate product information and handle inquiries in both languages. Start with the pages an overseas buyer needs to shortlist you.