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A few popular B2B website features that you may want to consider adding to your web design brief.
Maybe you’ve seen something on a competitor’s site, or perhaps a client mentioned something that would be useful. A clever little tool or feature that makes the experience of using your website better.
Here is a rundown of some of the most sought-after B2B website features and why they’re worth adding to your next design brief.
B2B buyers have never been more self-sufficient. They research extensively before ever picking up the phone, and they expect websites to do more of the heavy lifting. The features below aren’t gimmicks, they’re practical tools that reduce friction, build trust, and move visitors closer to a decision without requiring a human touch at every step.
Whether you’re briefing a new build, a redesign, or just a round of improvements, this list will help you articulate what you want, and why.
For B2B eCommerce or brands that sell to both businesses and consumers, a VAT toggle is a simple but powerful addition. Let visitors switch between excluding VAT and including VAT pricing with a single click. It removes a source of confusion and prevents the age-old “wait, is that the real price?” hesitation.
Extend the idea with a trade/retail toggle if you serve different buyer types. The underlying logic is the same, show the right number to the right person without making them do the maths themselves.
Morleys
We implemented a VAT toggle for school furniture provider, Morleys, for their B2B and B2C customer base.
Vetro Tooling
For Vetro Tooling, we added a feature to allow them to show custom pricing to selected logged in users, so they can provide lower pricing for loyal customers, or trial pricing for new customers.
This allows Vetro to offer a very personalised experience to their key customers.
Akin to the VAT toggle, a currency switcher can be a useful tool for businesses serving international audiences.
Vetro Tooling
We introduced a currency switcher for Vetro Tooling, along with custom shipping routes, as they serve both the United Kingdom and Europe.
The instant quote is one of the highest-converting features a B2B site can have. Instead of a vague ‘contact us for pricing’ call to action, visitors can enter their requirements and get a ballpark figure immediately. It qualifies them as serious buyers and reduces the back-and-forth email tennis that slows down your sales cycle.
These don’t need to be perfectly accurate to be effective. Even a range ‘projects like this typically run between £8,000 and £15,000’ gives prospects enough to decide whether to proceed, and positions you as transparent and confident in your pricing.
Define the variables that affect your pricing before briefing this feature. The developer needs to know what inputs drive the output: quantity, spec, turnaround time, location, etc.
Morleys
For Morleys, a school furniture company, we created a quote tool so that customers could build out a quote and have it emailed to them to provide to their purchasing department. Then when they have sign-off they can return to their saved quote and have invoiced.
Here is an example of an instant quote tool we built for Morgan’s Plumbing & Heating several years ago. The user selects answers to some simple questions about their requirements, and a provides suitable boiler options. When they select one, a quotation document is created which can be downloaded or sent to an email address.
Calculators come in many flavours: ROI calculators, savings calculators, cost comparison tools, carbon footprint estimators, headcount calculators. What they all have in common is that they make abstract value feel concrete. If you can show a prospect that your product will save them £24,000 a year, they’re far more likely to act than if you just tell them it’s ‘cost-effective.’
These tools also perform excellently as SEO assets and lead magnets. Gate the full results behind an email capture, or leave them open as a trust-building gesture, both strategies work depending on your audience.
Work with your sales team to identify the numbers prospects care about most. The best calculators reflect real conversations that happen in the sales process.
Hanningfield Process Systems
We recently created a custom pipe velocity calculator for Hanningfield Process Systems, for their prospective customers to use.
A sticky header, one that follows users as they scroll, is fairly common. But the smarter implementations go a step further. The hybrid sticky header hides as users scroll down (reducing screen clutter), then reappears instantly when they scroll up (because that’s when they want to navigate). This keeps the interface clean without sacrificing access.
On mobile especially, header height matters. A sticky header that takes up 20% of a phone screen is a liability. Keep it lean.
Country House Weddings
This is a feature we implemented on the website we built for Country House Weddings. As you scroll down the page, the header disappears:
But as soon as you start to scroll back upwards, the header reappears for easy navigation:
A sticky CTA, a persistent ‘Get a Quote’ or ‘Book a Demo’ button that travels with the user, can significantly increase the chances of conversion at any scroll depth.
We recently added one for Hanningfield Process Systems as part of a CRO project we completed for them. Since implementation of the sticky CTA and additional improvements, their Key Events/Conversions are up by 497% year-on-year.
Rather than showing every visitor the same content, sophisticated B2B sites now let users self-segment by industry or job role, and the page adapts accordingly. Messaging, case studies, feature highlights, and even imagery shift to reflect the visitor.
This can be as simple as a prominent sector selector on the homepage, or as advanced as IP-based personalisation that auto-detects the visitor’s industry from their company domain. Either way, relevant content converts better than generic content.
This requires content investment as well as technical development. Brief your content team at the same time as your web team, the two are inseparable here.
If you sell products or services with options, variables, or custom specifications, a configurator lets buyers build their own solution visually. They select their requirements step by step, see the output update in real time, and arrive at exactly what they need, often before speaking to anyone.
The business case is simple, configurators pre-qualify leads (you know exactly what they want before the first call), reduce spec errors in orders, and make buyers feel more invested in the solution they’ve built themselves.
Map out all the decision trees and dependencies before briefing this. A configurator is only as good as the logic behind it.
The chatbot has grown up. In 2026, AI-powered chat tools can answer nuanced product questions, route enquiries intelligently, book meetings directly into sales calendars, and hand off to a human at exactly the right moment. The days of clunky decision-tree bots that frustrate visitors are behind us.
For B2B sites with long consideration cycles, a well-configured chat tool can dramatically compress the time from first visit to booked demo, especially outside business hours when no human is available to respond.
The quality of an AI chat tool depends heavily on the quality of its knowledge base. Budget time for content ingestion and testing, not just implementation.
Calendly and its competitors have made frictionless scheduling mainstream, but embedding it natively into your site, rather than bouncing visitors off to a third-party page, keeps the experience coherent and professional. Visitors see your available slots, book a time, and receive a confirmation without ever leaving your domain.
Pairing a booking widget with a compelling ‘See it in 20 minutes’ message consistently outperforms traditional contact forms as a conversion mechanism for demos and discovery calls.
Decide upfront whether you want the booking experience to feel embedded or whether a polished modal popup is sufficient, both work, but they have different development implications.
As B2B sites accumulate case studies, whitepapers, guides, and blog posts, findability becomes a real problem. Smart site search, ideally with auto-suggest, semantic understanding, and filtering by content type, sector, or topic, turns a content archive into a genuine sales asset.
Buyers doing deep research will happily spend time in a well-organised resource library. Make it easy for them to find what’s relevant and you’re doing a significant portion of their due diligence for them.
This feature requires a solid content taxonomy before development begins. Work out your categories, tags, and metadata structure first.
Not every feature on this list belongs in every brief. The most effective B2B websites aren’t the ones with the most functionality, they’re the ones where every feature serves a clear purpose in the buyer journey. Before adding anything to your brief, ask what does this help our visitor do, and where does it move them in the sales process?
Use this list as a conversation starter with your web agency or development team. Show them what you’ve seen, explain what problem you’re trying to solve, and let them advise on the best implementation. The best briefs are collaborative, and now you’ve got the vocabulary to have that conversation.
