CONVERT / WEB PRESENCE

A B2B website that works as a sales-asset, not as a digital business card.

Q: Do you only build in HubSpot CMS?

Primarily yes, we are a HubSpot Platinum Partner and the advantage of CMS plus CRM on one platform is significant for B2B. But we are not dogmatic. For clients with a healthy WordPress site we often use a hybrid setup: WordPress for corporate content, HubSpot for landing pages, forms and CRO. We also guide headless setups, provided the business case stacks up.

Q: How long does a website project take?

A complete B2B website from strategy to launch runs 10 to 16 weeks. Strategy and UX 2 to 3 weeks, design 2 to 3 weeks, development 4 to 6 weeks, content and launch 2 to 4 weeks. With a clear scope and existing brand guidelines it can be faster. Multi-language or complex integrations add 4 to 8 weeks.

Q: What does an Addmark website cost?

Our engagements are bespoke. The price depends on the number of templates, languages, content scope and the integrations with your CRM and tools. Many clients choose a RevOps-as-a-Service retainer where the build continues into CRO and ongoing development. Book a call and we will scope it to your situation.

Q: Do you also do design only, without development?

We prefer not to. We too often see a beautiful Figma file being hollowed out in an external development step: animations disappear, spacing shifts, modules get fields they never asked for. That is why we do design and development in one team. If you genuinely only need design, we can do that on the condition that we review the development partner upfront.

Q: How does content migration from an old site work?

First an editorial review: what stays, what gets rewritten, what disappears. Then a URL mapping and 301 redirect plan so your organic rankings are preserved. The migration itself we do via HubSpot import templates, with spot-check QA per template. Allow 2 to 4 weeks for a site of 30 to 60 pages.

Q: What is AEO and should I be doing something with it now?

AEO is Answer Engine Optimisation, optimisation for AI search such as ChatGPT, Perplexity and Google AI Overviews. Since 2026, AEO, GEO and classic SEO run as one discipline. AI Overviews suppress click-through on classic positions, so your content also needs to be citable. Structured data, sharp Q and A blocks and clear page structure are the foundation. We build every page AEO-ready.

Q: What if our WordPress site is still working fine?

Then you do not rebuild. We see clients with well-maintained WordPress sites and no reason to tear them down. We do an audit on performance, SEO technique, forms and CRM connection, and build new landing pages or campaign pages in HubSpot on top where needed. The Maturity Scan gives an initial indication of whether a rebuild is genuinely necessary.

Q: Do you maintain the website after launch?

Yes, ongoing work is done in a RevOps-as-a-Service retainer or on an hourly basis. Quarterly check on performance and SEO technique, ongoing A/B tests on the most important pages, and new landing pages for campaigns. A website that does not grow with you drops in ranking and conversion every quarter.

Strategy, UX, design, development and performance in one team. We build primarily on HubSpot CMS Hub, with SEO, AEO and CRO baked in from day one. For B2B organisations that want to move their website beyond the corporate-stockphoto level, and that in 2026 also want to be found by AI Overviews and Perplexity, not just by Google search.

Book a website conversation Take the Maturity Scan first

What do we deliver?

01
Strategy & UX design Sitemap, wireframes and messaging that fits the pillar structure of your RevOps
02
HubSpot CMS build Composable theme with modular pages that your marketer can manage independently
03
CRO, SEO & AEO Conversion optimisation and findability in Google plus AI search engines from day one

Websites built for

The observation

Most B2B websites are built for a design jury, not for a buyer.

Seven out of ten audits we take over show the same picture. A redesign from 2022, a WordPress that nobody internally dares to touch anymore, conversion below 1 per cent, performance scores of 35 on mobile and no connection between forms and CRM. Sales complains about lead quality, marketing cannot substantiate why.

We do things differently. We design every page with a conversion role, connect forms to a working lifecycle, and start with a performance budget before the first pixel goes in. These are the patterns we see in almost every audit:

<1%

Conversion on average B2B site

Conversion below 1 per cent on the average B2B site we take over. The page is there, the visitor arrives, but the next step never happens.

4-6 s

LCP on mobile

LCP on mobile of 4 to 6 seconds, well above the Google threshold of 2.5 seconds. Visitors drop off before the hero has loaded.

30%

Drop in click-through since AI Overviews

Classic click-through 30 per cent lower since AI Overviews went live. Those who are not citable lose visibility.

Tools between forms and CRM

Three or more tools between forms and CRM, data leaks everywhere. Sales gets half-filled leads, marketing cannot close the attribution loop.

We build primarily on HubSpot CMS Hub, because the connection between content, forms, lifecycle and Breeze agents in one platform delivers the greatest advantage for B2B. No glue work between separate tools, no plugin soup. For WordPress, headless or hybrid scenarios we make the business case upfront. If it fits, we do it. We are a HubSpot Platinum Partner, not HubSpot evangelists.

SEO, AEO and CRO belong in the foundation, not in the finishing touches. Technical SEO, structured data, Core Web Vitals, conversion architecture and measurement setup are already in the architecture phase. Since 2026, classic SEO, AEO and GEO run as one discipline, so we also build one foundation for that.

What you get in a website engagement

Sitemap, user journeys and conversion architecture
Design system and components in Figma
HubSpot theme with custom modules and restrictions
Performance budget and Core Web Vitals below Google threshold
SEO and AEO foundation with structured data
Forms connected to lifecycle, scoring and sales routing
Tracking and attribution through to HubSpot deals

Our disciplines

Where we deliver website work

Seven disciplines that are each a standalone service, or together form a running website engagement. HubSpot CMS is our default, WordPress CMS we deliver for clients with an existing WordPress investment or multi-language requirement. Click a discipline for more.

Foundation

Website strategy and UX

Before a single pixel goes in, we design the sitemap, user journeys per persona and the conversion role per page. What must this page do, for whom, and which next step is worth offering.

Not wireframes for the sake of wireframing, but a foundation that means design and development no longer have to guess. Every page gets a measurable KPI that actually comes back in HubSpot.

More about Strategy and UX

Content

Website Content (copy, photography, video)

Copy that translates positioning into words that resonate with the visitor and make the next step clear. No jargon, no filler, but sharp Q and A blocks that are also citable in AI Overviews.

Photography and video that reinforce your proposition rather than illustrating it with a stock photo. We work with our own photographers and video makers who understand the difference between visual decoration and sales asset.

Web design and branding

A design system in Figma, not individual page mockups. Tokens, typography, grid, components and patterns that hold together, so your brand stays consistent when marketing later adds 30 new pages on its own.

Visually aligned with the positioning, scalable for future expansion, and buildable one-to-one in HubSpot HubL. Design and development are one step, not separate disciplines where things go wrong halfway through.

More about Web Design

Speed

Core Web Vitals, Performance and technical SEO

LCP below 2.5 seconds, CLS below 0.1, INP below 200ms. Performance is not a finishing touch, it is a design choice in sprint 1. A 5-second page ranks worse, is avoided by AI engines, and bounces on mobile.

Structured data, sitemap, canonicals, robots, breadcrumbs and AEO readiness standard in the delivery. SEO, AEO and GEO have been one discipline since 2026, and we build one foundation for that too.

More about Core Web Vitals

Conversion

CRO, A/B testing and landing pages

Campaign pages built on a fixed conversion architecture: promise, proof, offer, action. Modularly set up so that a new variant is ready in days, not weeks. Conversion rates of 4 to 8 per cent on B2B campaigns are then achievable. Forms connected to lifecycle, smart content for returning visitors, and tracking through to the HubSpot deal.

On top of that a test cadence with structured experiments: hypothesis, sample size and learning defined upfront. We take statistical significance seriously, we do not stop a test on the first positive number and we document every test in a learning log so successors do not run the same test three times.

More about CRO and A/B testing

Default CMS

HubSpot CMS development

Theme and module development on HubSpot CMS Hub. Custom HubL modules with the right fields and restrictions, so marketing builds campaign pages in drag-and-drop without a developer ticket. Brand stays intact, speed goes up.

Performance budget from sprint 1, agentic-ready for Breeze, and code owned by the client. Five years of HubSpot experience, Platinum Partner, and we know the quirks you need to plan for in advance.

More about HubSpot CMS

Hybrid CMS

WordPress CMS for B2B integrating HubSpot

For B2B organisations with an existing WordPress investment, a large multi-language content library or a specific plugin stack that cannot easily be migrated. We continue building on WordPress and connect HubSpot for CRM, forms and lifecycle. A hybrid setup in which content speed and data discipline work together.

HubSpot embed forms, Leadinfo for anonymous company identification, GA4 and the tracking hook-up to HubSpot lifecycle. We handle the WordPress side and the HubSpot connections, so sales and marketing operate from one set of data.

More about WordPress CMS

Case, Injuriam Expertise · Injuriam Expertise

Van losse tools naar een pipeline die de directie vertrouwt

From dated to professionally personal, with more than doubled form conversion.

Injuriam Expertise works in personal injury expertise, a market where trust is everything. The old site had a solid content foundation, but the design dated from 2019 and the tone of voice no longer matched what the firm actually does in 2026. Visitors landed, scrolled one section and left.

We started with positioning and sitemap, not with design. Then a new design system with real people in the photography, no corporate stock imagery. Conversion architecture per page, forms connected to lifecycle in HubSpot, and a tone of voice that stays professional but dares to be personal. Performance budget from sprint 1.

Result: form conversion more than doubled, sales gets leads they can act on immediately, organic visibility up 20 per cent. And the entire CRM is fully connected, so marketing finally sees which pages and campaigns generate pipeline.

Read the full story

Personal injury expertise, Website · Client contact

+103%

completed forms

+20.8%

website visibility

100%

HubSpot CRM connection

The website team

Who works on your website

A fixed trio on every website engagement. Sander leads the design and guards the system, Dante writes the copy and contributes to module builds, Carsten handles the architecture and the CMS-CRM connection. No freelancers in and out, no translation loss between design and development.

Sander Adriaanse

Designer (lead)

Sander draws the design system in Figma, delivering tokens, components and page templates. Guards brand consistency during and after launch. Works alongside Carsten so the design lands one-to-one in HubL, without sections having to be redrawn halfway through.
Dante Zwanenburg

Content & development support

Dante writes conversion copy per template and contributes to custom HubL module builds. Makes sure pages go live with real text and CTAs, not with Lorem Ipsum that still needs to be swapped out later. Also keeps content iteration going after launch.
Carsten Huiskamp

CMS Architect

Carsten owns the module architecture, theme development and the connection between CMS and CRM. Builds forms, lifecycle connection, scoring and tracking. Five years of HubSpot experience, knows which quirks to plan for in advance so no workarounds are needed later.

Frequently asked questions

Frequently asked questions about Websites

Questions we get often, with answers you can use to bring your MT or CFO on board.

Do you only build in HubSpot CMS?

Primarily yes, we are a HubSpot Platinum Partner and the advantage of CMS plus CRM on one platform is significant for B2B. But we are not dogmatic. For clients with a healthy WordPress site we often use a hybrid setup: WordPress for corporate content, HubSpot for landing pages, forms and CRO. We also guide headless setups, provided the business case stacks up.

How long does a website project take?

A complete B2B website from strategy to launch runs 10 to 16 weeks. Strategy and UX 2 to 3 weeks, design 2 to 3 weeks, development 4 to 6 weeks, content and launch 2 to 4 weeks. With a clear scope and existing brand guidelines it can be faster. Multi-language or complex integrations add 4 to 8 weeks.

What does an Addmark website cost?

Our engagements are bespoke. The price depends on the number of templates, languages, content scope and the integrations with your CRM and tools. Many clients choose a RevOps-as-a-Service retainer where the build continues into CRO and ongoing development. Book a call and we will scope it to your situation.

Do you also do design only, without development?

We prefer not to. We too often see a beautiful Figma file being hollowed out in an external development step: animations disappear, spacing shifts, modules get fields they never asked for. That is why we do design and development in one team. If you genuinely only need design, we can do that on the condition that we review the development partner upfront.

How does content migration from an old site work?

First an editorial review: what stays, what gets rewritten, what disappears. Then a URL mapping and 301 redirect plan so your organic rankings are preserved. The migration itself we do via HubSpot import templates, with spot-check QA per template. Allow 2 to 4 weeks for a site of 30 to 60 pages.

What is AEO and should I be doing something with it now?

AEO is Answer Engine Optimisation, optimisation for AI search such as ChatGPT, Perplexity and Google AI Overviews. Since 2026, AEO, GEO and classic SEO run as one discipline. AI Overviews suppress click-through on classic positions, so your content also needs to be citable. Structured data, sharp Q and A blocks and clear page structure are the foundation. We build every page AEO-ready.

What if our WordPress site is still working fine?

Then you do not rebuild. We see clients with well-maintained WordPress sites and no reason to tear them down. We do an audit on performance, SEO technique, forms and CRM connection, and build new landing pages or campaign pages in HubSpot on top where needed. The Maturity Scan gives an initial indication of whether a rebuild is genuinely necessary.

Do you maintain the website after launch?