How do we know whether our B2B website needs a redesign or a new strategy?

Your B2B website needs a redesign when its purpose is clear, but its layout or usability prevents buyers from completing important tasks. It needs a new strategy when teams disagree about whom it serves, what it should help customers do, or how it contributes to the business. Establish those answers before commissioning new designs; a visual refresh alone will not resolve unclear priorities, missing content, or fragmented ownership.

A live conference conversation about GE HealthCare's website transformation illustrated that distinction. The company attracted substantial traffic, yet customers struggled to find documentation and product information, while generic content failed to meet different buyers' needs. Tom Gores, now Senior Director, Digital Ecosystem at GE HealthCare, explained the broader task: "It's reframing the role that your site has to your business and finding where it fits in as a channel." The lesson is to examine what the website enables, not simply how it looks.

The 2026 B2B Online State of B2B Commerce Report found that 78% of surveyed senior leaders at manufacturers and distributors were only somewhat satisfied with their eCommerce technology stack. That result supports examining existing limitations, where a redesign or platform replacement may be one remedy.

Digital, web experience, and marketing leaders should start with a shared statement of the website's purpose, priority audiences, and intended business outcomes. Then, test whether customers can complete essential tasks, such as finding technical information, evaluating a solution, or requesting assistance. Separate interface problems from issues with content, data, and ownership, and assign each improvement a measurable outcome rather than relying on traffic alone.

Join us at BeCommerce Chicago to compare approaches to website transformation and explore how to connect buyer needs with measurable business outcomes.