Is a website still the right front door for a B2B firm?
Managing partner, São Paulo · 18 Sept 2026 · Sample discussion
Partners say buyers arrive through introductions. I am about to spend on a new site and I want to know what job it is still supposed to do.
Answer
Hana Ito, Technology correspondent · 24 Sept 2026 · Sample answer
Yes, but not as a brochure and not as the only door. An introduction still starts the relationship. The site is where a careful buyer checks that you are who the introduction claimed, what you refuse, and how a conversation begins.
Give them that in the first screen: who you serve, the work, the boundary, and a human next step. Case proof can follow. A manifesto should not lead.
If partners are the real channel, build the site for the person they forward it to at 11 at night. That reader is impatient and already half-convinced. Do not make them hunt.