How do we organize a B2B website around customer needs instead of our org chart?

Organize your B2B website around the tasks customers need to complete, the applications they work with, and the questions they ask when evaluating products. Use familiar language for navigation and connect related products, documentation, and services across business units. Customers should have a clear route from their initial need to the information or action that helps them move forward.

A live conference conversation about GE HealthCare’s digital experience highlighted how internal structures can influence website navigation. Kevin Kazmierowski, Director of Digital Experience & eCommerce at GE HealthCare, explained that “customers shouldn’t have to understand our internal businesses in order to find our products and solutions.” The team described reorganizing information around customer needs and revising generic content to better support different buying personas. Their experience illustrates the importance of reviewing navigation and content together.

The 2026 B2B Online State of B2B Commerce Report found that 61% of surveyed senior leaders at manufacturers and distributors identify personalizing experiences for diverse buyer segments and account types as a major challenge in scaling digital commerce. That finding reinforces the need for teams to understand the different tasks and information requirements their customers bring to a website.

Web strategy, content, and information architecture teams should identify the most important tasks for each priority audience. Ask customers to find a product, locate technical documentation, or request support, and observe which labels and routes they choose. Use those findings to revise navigation, connect related content, and clarify next steps. Assign ownership across business units, then test whether customers complete those tasks more easily.

Attend BeCommerce Chicago to compare customer-led website strategies with peers and explore how navigation and content can better support B2B buying decisions.