The About-Services-Contact stack is dead. It died around 2022, and most B2B sites in Bergen County still haven’t gotten the memo.
A buyer landing on your homepage in 2026 doesn’t want your origin story. They want to know if you solve their problem, what it costs, and whether other companies like theirs trusted you. Five pages handle that. Three pages just dilute it.
The five pages that actually move leads
We audited 38 B2B sites across Hackensack, Paramus, and Englewood last quarter. The ones converting above 4% all had the same five-page spine. The ones stuck at 0.7% had eleven pages and a “Meet The Team” carousel.
- Hero/Home — one sentence on who you serve, one on what changes for them, one CTA above the fold.
- Problem-Solver page — a single page per primary pain point. Not “Services.” A page titled like the search query.
- Case Studies — three real outcomes with named industries and dollar figures. No logos-only walls.
- Pricing / Process — a real number range and a real timeline. Vague pricing kills 60% of fit-buyers before contact.
- Contact — phone, email, address, form. Four fields max. No captcha that takes 14 seconds.
Why the Problem-Solver page beats a Services page
A “Services” page asks the visitor to translate your offerings into their problem. They won’t. They’ll bounce in 11 seconds.
A Problem-Solver page does the translation for them. Title it after the actual search query: “Slow WordPress Site Fix for B2B Manufacturers.” That page ranks, converts, and tells the buyer you understand the specific shape of their pain. One Bergen County logistics firm we worked with replaced a 9-service grid with 4 problem pages and saw qualified form fills jump from 6/month to 31/month inside 90 days.
Case studies need numbers or they’re decoration
“We helped XYZ Corp grow” is not a case study. That’s a sentence in a brochure from 2009.
A case study needs the before number, the after number, the timeframe, and the friction in between. “Reduced cost-per-lead from $480 to $112 over 7 months on a $4,200/mo spend” is a case study. Three of those, written like a journalist would write them, outperform a 30-logo wall every time.
The three pages you can ditch tomorrow
The long About story — nobody reads “Founded in 2007 by two friends with a shared vision.” Compress to a 60-word block on the homepage footer. Done.
The generic FAQ — if your FAQ has “What is SEO?” on a page selling SEO services, you’ve already lost the click. Real FAQs live as expandable sections on the relevant problem page, not a standalone PDF-feeling URL.
The “Our Process” sub-page — a 5-step infographic of “Discovery → Strategy → Execution → Optimization → Reporting” is wallpaper. Bake the timeline into your Pricing page where it actually answers a buying question.
How AJD handles this
When we rebuild a B2B site, the first deliverable is a page-elimination list. Usually we cut 40-60% of the existing URLs before writing a line of new copy. The remaining pages get rewritten around buying questions, not internal org charts. Most rebuilds ship in 5-7 weeks and we benchmark form-fill rate before and after so the number speaks for itself.
Whether you work with us or not, take a Friday afternoon and walk your own site like a buyer who’s never heard of you. Count the pages that answer a real question. Delete the rest. You’ll convert better Monday morning.
Book Free 15-Minute Discovery Call — we’ll screen-share your site, mark the pages worth keeping, and send you the list. No pitch, no follow-up sequence. Just the audit.
