Web / Studio practice · Web design
A website that converts, not one that decorates.
UX, design, development, CRO. We build fast and clear B2B websites, made to turn your visibility into qualified meetings, and to carry your image.
The challenge
Your website, your first salesperson.
Your website works around the clock, even when your teams are asleep. It is often a prospect’s first contact with you, and sometimes the only one before they decide.
Yet most B2B websites are little more than handsome brochures: slow, confusing, with no clear path to the action. The visitor leaves, and the marketing budget leaves with them.
A good website is not simply better looking, it is more effective. Speed, clarity, proof, a guided journey: every detail serves conversion as much as image.
Our approach
From the journey to the conversion.
Four steps that build on each other, from the structure through to continuous optimisation of the conversion rate.
- 01
Framing and UX
Objectives, audiences, journeys. We build the architecture and every page around a single goal: turning a visitor into a contact.
- 02
Design and content
Art direction, mockups, messaging. A design that carries your brand and leads the eye, effortlessly, all the way to the action.
- 03
Development
Fast, clean, accessible build. Performance, technical SEO and mobile display belong to the foundation, never to the options list.
- 04
Optimisation (CRO)
Launch, measure, iterate. We test, we adjust, we improve the one thing that really counts: the conversion rate.
What we do
The web studio, in full.
Complementary areas of expertise, brought in according to your objectives. We define the right scope at the diagnostic stage, never a fixed package.
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UX and architecture
Journeys, site structure, wireframes. The structure that walks a visitor through to booking a meeting.
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UI design
Art direction, mockups, component system. An image that matches the scale of your ambition.
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Development
Fast and robust websites (Astro, headless and the like), custom integrations, clean code you can keep alive over time.
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Redesign and migration
We modernise what already exists without sacrificing your SEO, your content or your history.
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CRO and A/B testing
Conversion rate optimisation: we frame a hypothesis, we test it, we settle it on the numbers.
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Performance and technical SEO
Core Web Vitals, accessibility, structured data. A site that is fast and well indexed from the design stage onwards.
Case study
A website you can audit on the spot.
Our own website: architecture built around getting in touch, a restrained design, careful performance and technical SEO. The demonstration can be checked from the page you are on, developer tools in hand.
- Conversion-focused architecture and UX
- Design and build
- Performance and technical SEO
- 100 / 100
- on all three Lighthouse mobile audits: technical SEO, accessibility, best practices
- 136
- pieces of analysis published in French and English
What you can check
Five questions whose answer is in a public text.
On websites, a good part of what gets said in a sales meeting is contradicted by Google’s own documentation, by the accessibility recommendation, or by the copyright statute. Here are five points you can check yourself.
We paid the invoice, so do we own the code?
Not on payment alone, and in the United States the statute is explicit about it. Section 201(a) of title 17 vests copyright initially in the author, and section 204(a) makes a transfer of ownership invalid unless it is in writing and signed by the owner of the rights conveyed, meaning the supplier’s signature rather than yours. The work made for hire route does not rescue a commissioned project either: its second branch applies only to a closed list of nine categories in section 101, and the Copyright Office states that a work failing any of the four conditions is not a work made for hire. Nonexclusive licences are carved out of the writing requirement, which is why the usual outcome leaves a buyer with an implied licence rather than ownership. We put the assignment in the contract, right by right, and treat the handover of source files as a separate deliverable. Our piece on who owns a commissioned design works through the sections.
Will a rebuild lose the search rankings we already have?
Not because of the redirects, and Google says so in its site move documentation: 301 and other permanent redirects do not cause a loss in PageRank. What costs traffic is everything around them. Forgotten URLs, redirects that all land on the home page instead of the equivalent page, and chains that run too long: Googlebot will follow up to ten hops, but the guidance is to point straight at the final destination and otherwise keep the chain to no more than three. Two instructions get ignored almost every time. Redirects should be kept as long as possible and generally at least a year, because that is how long the signals need to move across. And for a small or medium site Google recommends moving every address at once, which is the opposite of the usual advice to migrate in batches. We write the map URL by URL before launch, the method set out in our migration guide.
Will rebuilding the site make it rank higher?
Not on its own, and the clearest statement of that comes from Google. Its position, published in 2020 and never withdrawn, is that it will prioritise pages with the best information overall even where some aspects of page experience are subpar, and that page experience becomes much more important only where several pages carry similar content. The same documentation adds that good scores in the Core Web Vitals report or in third party tools do not guarantee good rankings. There is a second correction worth knowing: the page experience system was removed from the published list of ranking systems in 2023, and Google clarified that it had never been a separate ranking system in the first place. Speed separates comparable answers, it does not manufacture one. So we settle at diagnostic stage what belongs to the site and what belongs to what the site says, before either gets rebuilt. We set out the signs a rebuild is justified.
What speed score should a B2B site be aiming for?
Not the score out of 100 that a testing tool returns, because that is a laboratory simulation and it is not what search uses. The published Core Web Vitals thresholds are largest contentful paint at 2.5 seconds or less, interaction to next paint at 200 milliseconds or less, and cumulative layout shift at 0.1 or less, and all three are assessed at the 75th percentile of real page loads, segmented across mobile and desktop. Interaction to next paint replaced first input delay on 12 March 2024, so any audit still reporting the old metric predates the change. Time to first byte is not a Core Web Vital: the guidance of 0.8 seconds or less is described as a rough guide. And no official threshold exists for page weight or number of requests, whatever a budget in an audit tool implies. We measure on field data from your own visitors, as we explain in what actually matters in website speed.
Are tap targets required to be 44 pixels?
No, and the two numbers in circulation belong to different conformance levels. WCAG 2.2, whose current recommendation the World Wide Web Consortium published on 12 December 2024, sets a minimum target size of 24 by 24 CSS pixels at level AA, with five exceptions covering spacing, an equivalent control elsewhere on the page, inline targets bound by line height, targets set by the user agent, and essential presentations. The 44 pixel figure belongs to a separate criterion at level AAA, which almost no organisation commits to. The same recommendation is worth reading for the requirements that actually break B2B forms: information already entered in a process must be auto populated or offered for selection, and an error must be described to the user in text, so colour alone will not do. The HTML standard adds that a placeholder should not be used as a substitute for a label. We build forms against those tests rather than against opinion, as set out in our piece on usability you can test.
Frequently asked questions
What company leaders ask us.
It depends on the scope. A focused brochure site does not call for the same work as a full redesign, with a new structure and new content. We set the schedule at the diagnostic stage, based on your objectives and your deadline.
Both. We always start with an audit. If your site has foundations and SEO worth keeping, we rebuild while preserving what you have earned. Otherwise we start again on a sound base. What we are after is performance, not change for the sake of change.
We favour performance-oriented stacks (Astro, static sites or headless when it makes sense), without over-engineering. The technical choice follows your real need, speed, editorial autonomy, room to grow, rather than the fashion of the moment.
Technical SEO is there from the design stage: speed, structure, markup, structured data, accessibility. That is the foundation. Editorial SEO (content, keywords) comes next, and it is groundwork we can drive alongside the paid acquisition practice.
You do. We deliver a site you own and we train your teams to run it. And if you would rather hand us the controls over time, we can take care of maintenance and continuous optimisation (CRO).
There is no fixed price. The cost depends on the technology chosen and on the scope of the project: a focused brochure site does not call for the same work as a full platform with a new structure and new content. A redesign, which has to work around what exists and preserve the SEO already earned, generally comes out higher than a build started from a sound base. We scope it at the diagnostic stage, once the real need is on the table.
Yes. The speed of a site weighs directly on its conversion rate: the longer a page takes to appear, the more visitors leave before they have even seen it. The data published by Google on web.dev establishes this link between performance and conversion. That is why we treat performance as a foundation, not an option, from the design stage onwards.
Where to go next
Understand the work before you brief it.
We publish sourced analysis on what a B2B website can and cannot be made to do, and on the claims that circulate with no measurement behind them. Enough to brief a supplier properly.
- What a B2B website actually costs Price tiers by the kind of site you are buying, and the running cost of ownership the build invoice leaves out.
- Writing a website brief that survives contact How to state problems instead of listing pages, so suppliers compete on the solution rather than on the page count.
- What a B2B homepage has to do What was actually measured about attention on a page, and why the fold and the F pattern are not the laws they are sold as.
- The conversion rate denominator nobody checks Why your rate moves when blocking and consent shift, and not because the site got better or worse.
- How many form fields, really The rule that fewer fields always convert better, traced to its origin, and the far larger dataset that points the other way.
- What a maintenance contract quietly leaves out The failures that take a site down without raising a single error, and the test to run before you need the contract.
The logical next step
A website that performs deserves traffic.
A website that converts gives its full effect when a strong brand and controlled acquisition feed it. Explore the other practices.
Ready to convert your visitors?
A website that works for you, day and night. Let’s talk about your conversion objectives and the best route to reach them.