Fixing Generic Website Journeys with B2B-Focused Personas and Targeted User Flows

As a provider of IT leasing solutions for businesses — including device-as-a-service, fully managed technology bundles, and flexible workforce equipment programs — the brand needed to attract CFOs, IT directors, procurement teams, and operations leaders.

However, the website read like a consumer-facing retail site. The tone, structure and messaging appealed to individuals, not organisations. This resulted in low enterprise engagement, poor lead qualification, and an inbound pipeline dominated by B2C users despite the company’s exclusively B2B model.

One of our digital squads redefined the target customer personas and rebuilt the web experience around the needs of business decision-makers. This included repositioning all key messaging, restructuring navigation to reflect business outcomes, and creating content that addressed pain points such as operational efficiency, cashflow management, device lifecycle, and scaling IT fleets. The site was transformed into a credible, value-led B2B experience.