Practice #1: Optimize for SEO, AEO, and Generative Discovery
Over 97% of web pages get zero traffic from Google. Why? Because most websites don’t prioritize SEO, or worse, assume it’s optional. The truth is, SEO is the backbone of a website’s ability to drive visitors — and ultimately, leads.
You may be reading this and thinking “But isn’t SEO dead?” It can definitely feel that way with the rise of AI, specifically in how Google is now pushing AI takeaways to the top of almost all their search queries, and moreover people using ChatGPT as their primary search engine.
However, this actually proves to be an awesome opportunity for B2B companies to structure your site for multiple fronts, which continues to include SEO. Some of the other things you will be prioritizing includes AEO (Answer Engine Optimization), and GEO (Generative Engine Optimization).
Here’s how to position your website for both search engines and AI-driven discovery:
- Structure for answers: Use question-and-answer formatting, FAQs, and schema markup so AI tools can parse and present your content.
- Show authority: Publish original insights, case studies, and expert bylines that establish your credibility — a key factor in whether AI models choose your content.
- Prioritize technical performance: Fast load times, clean navigation, and mobile-first design signal trustworthiness to both users and algorithms.
- Leverage structured data: Implement schema for articles, FAQs, products, and organization details to help search engines and AI interpret your site.
- Think beyond clicks: Track visibility in AI overviews, brand mentions, and citations, not just traffic. Discovery is no longer measured by rankings alone.
- Build topical depth: Cluster related content around key themes to establish authority in your niche and increase your chances of being referenced.
Embark’s Take: Optimizing for AI doesn’t have to be intimidating, but it is crucial in 2025. Most B2B companies already invest in SEO basics so this isn’t about reinventing the wheel. The difference now is making sure those same efforts are structured in a way that search engines and AI models can interpret and surface. Think of it as fine-tuning what you’re already doing. It’s a natural evolution of SEO, but one that no company can afford to ignore this year.
Read Next: Is Your Website Design Hurting Your SEO? 5 Signs to Check
Practice #2: Lead with a Clear Value Proposition
When someone lands on your site, you have just a few seconds to communicate value. According to a study done by HotJar, 64% of your website visitors can determine your site’s value in a few seconds, so delivering on expectations is crucial for retention. Immediately when clicking on your website, buyers need to know exactly what you do, who you serve, and why it matters. Anything less can lead to a quick bounce. Avoid jargon-heavy or overly clever headlines, clarity wins every time.
Client Example: Naked Prosthetics
Naked Prosthetics creates functional prosthetic devices, a highly technical and specialized product. Embark designed their site so that both professional buyers and end users immediately understand the product’s benefits, features, and who it serves. Instead of random b-roll, we used real footage of real users doing intricate tasks with their prosthetic limbs. We used the tagline “We get people back to work and back to doing the things they love” to communicate exactly what the end goal of the product was.
See our full project with Naked Prosthetics here.
Turn Your Site into a Sales Engine
Practice #3: Prioritize Speed, Mobile, and Accessibility
Site performance directly impacts credibility. A study found that 70% of users leave a website that is too slow, and 76% will leave if they have to navigate complex menus or multiple levels of submenus. A slow-loading site, broken mobile experience, or inaccessible pages erodes trust, especially with high-stakes B2B buyers. Mobile responsiveness and fast load times are now essential components of a professional web presence.
Client Example: Turn Therapeutics
Turn Therapeutics is a biotech company where credibility and compliance are crucial. Their site needed to balance detailed scientific information with fast performance and accessible design. Embark ensured that investors, partners, and collaborators could navigate the site easily, regardless of device, without compromising on content clarity or professional tone.
Practice #4: Personalize with Human-Centered Design
B2B doesn’t have to feel cold or robotic. Buyers are still people, and the best sites meet them where they are. Personalization could include industry-specific landing pages, role-based calls-to-action, or interactive tools that guide decision-making. Human-centered design ensures the site is approachable and intuitive, with clear pathways for users to follow.
And the impact isn’t theoretical:
- One report from McKinsey shows that successful personalization programs can lead to a 15% boost in sales-conversion rates, along with higher customer satisfaction and loyalty.
- Something as simple as tailoring calls-to-action makes a measurable difference: personalized CTAs perform 202% better than generic ones.
For B2B websites, that translates into more qualified leads, stronger engagement, and ultimately, faster sales cycles.
Embark’s Take: In every B2B project, it’s crucial to design with decision-makers in mind. You want to have a clear answer for their questions immediately when they open your page. The goal is to make your site usable, not just polished, so that we visitors feel guided rather than overwhelmed. This approach increases engagement and moves buyers closer to action.
Practice #5: Build Trust with Social Proof
B2B buyers are risk-averse. They want evidence before making a decision. Case studies, testimonials, recognizable logos, certifications, and awards provide proof that you can deliver. These trust signals need to be prominent and displayed in thoughtful areas around your site. Avoid burying these things in PDFs or hard-to-find pages.
Client Example: Camp Starfish
Although a nonprofit, Camp Starfish demonstrates the same principle. Parents and donors are making high-stakes choices for children, so trust is paramount. Embark highlighted testimonials and trust indicators throughout the site, especially the home page, reinforcing credibility and reassuring visitors at every stage.
See our full project with Camp Starfish here.
Practice #6: Design Every Page Around Buyer Needs
A strong B2B site guides buyers from awareness to consideration to decision. Navigation and content should match how buyers research, not overwhelm them with everything at once. Too many sites try to say everything immediately — the result is confusion, not conversion.
Embark’s Take: Too many sites dump all their information on the homepage. To avoid this, when we design websiteswhen we design websites for clients, we map content and calls-to-action to each stage of the buyer journey. This ensures that decision-makers always know the next step, whether they’re just learning about your company or ready to engage. Structuring the site this way turns passive visitors into qualified leads.
Conclusion: Design for Growth, Not Just Looks
Your website is often the first impression buyers get. If it’s confusing or generic, you’re losing leads before the conversation even starts.
Embark builds B2B websites that close that gap. We design with one goal in mind: turning clicks into customers. We make sure your site works as a sales tool to get actual results and deliver on metrics you need, not simply exist as an informational brochure.
Ready to stop leaving money on the table? Let’s build the site that drives your growth. Get a free 30 minute consultation with Embark today.
