Case studies: B2B professional services

This category collects case studies about B2B professional services, such as consulting firms, where visitors are executives, department heads and procurement at the same time. The case studies are typical scenarios built from common project patterns, not named clients, and their outcomes are written as expected outcomes, never as measured results. They show two situations. In one, a consulting firm's website works when each visitor role finds a short explanation of what the firm does and then deeper detail on request, by cutting content, adding role-based paths and writing to explain rather than promote. In the other, an unclear website that grew over the years is rebuilt as a structural job: audit what exists, cut what is redundant, merge overlaps and rebuild navigation around how visitors judge a service. Each case ends with answers to common questions.