Designing websites that sales teams actually use

Ask a sales team how they use the company website and you often hear a laugh. They send PDFs instead, because the site does not answer the questions buyers actually ask.

Start with the questions

Before we design anything, we sit in on sales calls and read support emails. We list the ten questions buyers ask most often, in their own words.

Those questions become the backbone of the site. Pricing, timelines, who you work with, what happens after you sign. If a buyer has to book a call to learn the basics, the site is not doing its job.

Give sales a link for every answer

We make sure every common question has a page or a section that can be linked to directly. Sales teams love this. Instead of writing a long email, they paste a link.

• A clear pricing page, even if prices start with “from”.

• Case studies with real numbers and named clients.

• A short page on how a project runs, week by week.

• An FAQ written from real calls, not from guesses.

Make it easy to edit

A sales-ready site changes often. New case studies, new prices, new answers. We build in Framer with a CMS, so the marketing team can update content in minutes.

If every edit needs a developer, the site will be out of date within months. Then sales go back to PDFs.

Measure the right thing

Traffic is nice, but it is not the goal. We track how many visitors reach the contact page, how many book a call and how long those calls take. A good site makes calls shorter, because buyers arrive already informed.

When a sales lead tells us they now send the website instead of a deck, we know the project worked.

A short checklist

One more tip: keep the contact page simple. Ask only for what you need to reply well. Every extra field costs you a few visitors.

Before launch, we run through a short list with the sales team in the room. Can a buyer find the price range in under a minute? Can they see work from a company like theirs? Do they know what happens after they get in touch?

We also ask sales to rank the pages they would send most often. Those pages get the most care, the clearest writing and the best images.

It sounds obvious. But most websites are designed for the company that owns them, not for the people who sell it. Changing that one point of view changes everything that follows.