Web design for B2B companies selling complex offerings to expert buyers.
Finally, a website that works as hard as your sales team. Your website should be your best lead generation asset, not a digital brochure that costs you deals you’ll never hear about.
Specialist buyers do most of their evaluation before they ever reach out. If your site doesn’t speak their language or answer the questions they show up with, they move on, and you never know they were there.
Here are some common website challenges we solve for our clients:
Your website gets traffic but not conversations.
Visitors land, look around, and leave. The site isn’t converting because it wasn’t built around how specialist buyers actually evaluate vendors.
Your buyers can’t find you online.
Specialist buyers search before they reach out. If your site isn’t visible for the terms they actually use, you’re invisible to the people most likely to buy.
Every time you send someone to your website, you already know how it’s going to land.
Your competitors look more credible than you, and their product isn’t as good. The website has been on the list for a while. At some point, you can’t hold off any longer.
Your website was built by someone who didn’t understand your product.
Which means the copy is approximate, the positioning is generic, and you’ve spent months correcting content that still doesn’t quite say what you mean.
Why Three Seven
We’ve spent 20 years building websites for companies like yours.
We work with B2B companies selling complex offerings to expert buyers. We know how engineers evaluate vendors. We know what a procurement team looks for before they approve a meeting. We know the difference between a site that looks good in a presentation and one that actually generates leads.
“From the onset, they personalized the experience, identifying what differentiated us from our competition and using those strengths to build a site in which we’ve realized immediate benefits.”
Steve Hurley
General Manager, Insulgard Security Products
9,990%
Increase in leads
400%
Increase in search visibility
100+
Top 10 Google rankings
What we build
Custom websites built to pay for themselves, not just presentation.
Most web projects are measured by how they look at launch. We measure ours by what they deliver for you after.
That means buyer psychology and messaging strategy before a wireframe is drawn. Conversion Rate Optimization built into every layout decision, not added at the end. Content architecture designed to rank and convert.
The ways we turn strategy into a website that works in the real world
Once the strategy and structure are clear, execution is where everything comes together. We bring hands-on experience across platforms, design, messaging, and optimization to build websites that are flexible, scalable, and designed to support real business goals — not just launch day.
01
Conversion-focused design & optimization
Turning traffic into action. A website should guide users, not leave them guessing. We design with conversion in mind and optimize based on real behavior — not assumptions.
Conversion rate optimization (CRO)
UX and user flow optimization
Landing pages and campaign-specific experiences
Form strategy and lead capture optimization
02
Website messaging & copy
Clear language that resonates with the right audience. Design only works when the message is right. We help clarify what you say, who you’re saying it to, and how it’s communicated across the site.
Website copywriting
Value proposition and messaging refinement
Page-level copy strategy
Alignment with broader brand and marketing messaging
03
Platforms & CMS
Built on systems that scale with your team. We design and develop websites on platforms that balance flexibility, performance, and long-term maintainability — so your site doesn’t become a bottleneck as you grow.
More than brochure sites. For organizations with more advanced needs, we design and build experiences that support transactions, integrations, and custom workflows.
eCommerce design and development
Product and catalog structure
CRM, marketing, and analytics integrations
Performance and scalability considerations
Start a conversation
The first call is an honest assessment, not a pitch.
30 minutes to figure out whether we’re the right fit. If we’re not, we’ll tell you who is.
Month-to-month contracts. If you don’t approve the strategy, we refund your deposit.
Proven performance
What’s possible when your website is built for your buyer.
Our clients consistently see 2 – 3x increases in inbound leads and qualified pipeline because we focus on what actually drives results: messaging clarity, buyer-aligned architecture, and conversion built into the design from day one.
We study your buyers, your competitive landscape, and your existing site data before we touch design. Positioning, messaging hierarchy, and conversion goals get locked in here — so every decision after this has a reason.
01
Buyer-Centered Architecture
We map the site around how your buyers evaluate vendors, build trust, and decide to act — not around how your org chart is structured. Content strategy, page hierarchy, and conversion paths are all defined before a pixel moves.
02
Conversion-Focused Design
Every layout decision is made against conversion goals and brand strategy. We design for the behavior we want to create, not just the aesthetic we want to achieve.
03
Development
Clean, fast code by developers who understand why every element exists. No handoff to a production team, no interpretation errors, no rounds of corrections to get back to what you approved.
04
Launch & Growth
We connect the site to your full marketing infrastructure — CRM, marketing automation, analytics, and organic search — and hand off with documentation, training, and direct team access. The relationship doesn’t end at launch.
05
websites designed in michigan
Local to Michigan, with a team across the Americas.
Three Seven was founded in 2005 in Ann Arbor, Michigan, and is one of the longest-running web design companies in the area. Michigan is a state with a rich design heritage, including influences from Herman Miller, Steelcase, and Frank Lloyd Wright, making it an ideal environment for innovative web design.
With the University of Michigan at the center of Ann Arbor and Detroit just an hour away, we’ve gained specialized expertise in local industries such as B2B technology, manufacturing, and life sciences.
Embracing the remote work culture, we’ve expanded our team across the U.S., Canada, and Brazil, bringing diverse perspectives and expertise to every project.
Testimonials
What our clients say…
“I’m kind of hesitant to provide a testimonial because Three Seven is excellent to work with, and I want to keep them to myself.”
Ryan Bateman Marketing Head at Deque
“Within the year we’ve worked with 3.7, we can confidently say we’ve met 100% of the goals we were looking to achieve 1 year ago. There aren’t many other companies we’ve worked with where we can say the same.”
JT Pedersen Director of Software Sales, N.A. at ETA, Inc.
Start a conversation
The first call is an honest assessment, not a pitch.
30 minutes to figure out whether we’re the right fit. If we’re not, we’ll tell you who is.
