B2B lead generation website: the pages, the form and the cost

en 2026-09-28 6 min read

A B2B website that has to bring in enquiries is a step 03 business website at EUR 1.500-3.500, built in 3-6 weeks, because it needs a page for each service and a contact route that gets each enquiry to the person who can answer it. If the form has to write leads into your CRM through an API, or the site takes payments, it becomes step 04 at EUR 3.500-7.500.

A company with one clear offer and one kind of buyer can start smaller. Every step, with what it includes, is on our price list.

Who reads the site before an enquiry arrives

In a B2B sale, the person who fills in your form may not be the only person who has read your site. Think about your own deals: an engineer checking a specification, a purchaser comparing suppliers, a manager deciding whether you are worth a call. Each has a different question, and one general services page answers none of them well.

This is where a B2B site loses enquiries. The service is described in your internal vocabulary instead of the words a buyer would type into a search box. The contact page asks for a message and nothing else, so your reply has to start with questions. And nothing says which sectors, volumes or regions you take on, so the wrong companies write and the right ones are not sure they should.

The pages a B2B lead site needs

Step 03 covers 4-7 pages. For a B2B company, they earn their place like this:

• Home. Who you serve, what you do for them, where you work, and the next step.
• One page per service or product line. What it is, who it suits, what you need from the buyer to quote, and a form on the page. It is also a page a search engine can match to a specific search.
• Proof. Projects described with the detail you are allowed to share: the problem, what you delivered, the constraints you worked within.
• People. Named people with real photos, so a buyer knows who they would deal with.
• Contact. A general form, a phone number, an email address and your registered business details.

A page per sector counts toward the same total, and more pages than the step covers moves the quote. The words and project details are the part that waits on you, and what content you need to provide lists them before the build starts.

What the form should ask

Every field is a trade. A required field gives you a better first reply, and it asks more of someone who has not yet decided to trust you. The test for each field is whether you would use the answer in your reply. If you would not, leave it out.

Be careful with a required budget field. If your prices are not published, the buyer has nothing to base a number on. A published starting price, or a list of what sets the price, does that filtering before anyone writes. After sending, the page should say who replies and by when.

Where the CRM decision moves the price

On a B2B lead site, one decision can move the build a whole step: where an enquiry goes once it is sent.

If your CRM offers an embeddable form, using it keeps you at step 03 and still puts each lead in the CRM. An API integration is worth paying for once you have checked that the embed cannot do what your process needs. Connecting your website to a CRM walks through that choice.

A lead site also has to be found. SEO foundation is a one-off EUR 450-750 covering Search Console, analytics, indexation, technical hygiene, titles and internal links, with a 3-6 month plan. SEO growth, at EUR 500-800 a month, adds service and location pages, with reporting.

From first call to launch

1. Scoping. We agree the pages, the fields on each form, where each enquiry goes, and whether the CRM connection is an embed or an API. A fixed quote follows scoping.
2. Content. Service descriptions, project examples and photos. This is the part that waits on you.
3. Design and build. 3-6 weeks for step 03, 6-12 weeks for step 04.
4. Testing every route. A test enquiry through every form, checked at the inbox or CRM it should reach, on a phone and on a desktop.
5. After launch. Care, at EUR 100-300 a month, covers updates, monitoring, backups and small fixes. Redesigns and new features sit outside it.

When to spend less

• One offer, one kind of buyer. A step 01 landing page at EUR 600-900, with one form and analytics, can carry a single service.
• Buyers arrive through introductions. If people look you up after a recommendation, step 02 at EUR 900-1.500 gives you 2-3 pages, a contact flow and a basic CMS, enough to show you are real and reachable.
• Your CRM has an embeddable form. Use it at step 03 before paying for an API integration at step 04.
• The site is fine but nobody finds it. SEO foundation, a one-off EUR 450-750, checks indexation and titles before you rebuild pages that may already do their job.

In each of those cases, do not buy a bigger build yet.

Questions about a B2B lead site

Should a B2B site show prices?

If every job is quoted, you can still publish a starting price or the factors that set the price, such as volume, material or lead time. That lets a buyer rule themselves in or out before writing to you. If you can publish neither, say what you need in order to quote and when a buyer will hear back.

Can each service send enquiries to a different person?

Yes. Routing enquiries by service, or placing your CRM's own embeddable form on the pages, fits step 03 at EUR 1.500-3.500. Writing enquiries into the CRM through its API, with your own fields and rules, is step 04 at EUR 3.500-7.500.

Who owns the site once it is built?

You own the code, the repository and the database. We can host the site if you want us to, and that is agreed per project.

If your site should bring enquiries from the right companies, tell us what you sell and who buys it.