Infomina AI B2B website design and UIUX case study
B2B Website Design + UI/UX Case Study

How Infomina AI Built a Clearer B2B Website Experience From the Ground Up

Infomina AI started with a single landing page and minimal product information. Foxar Athon transformed that foundation into a structured B2B website designed to make its enterprise AI offering easier to navigate, understand and discover.

Infomina AI Digital Experience
>200% Increase in active users established from a zero baseline
51.8% of new users acquired through organic search
3m 00s average website session duration

One landing page → structured B2B product website built for understanding, discovery and future growth.

01
The Challenge

A complex enterprise AI offering had nowhere meaningful for buyers to explore.

At the start of the project, Infomina AI's website consisted of a single landing page. Product information was limited and search engines had very little content available to understand or index.

For an enterprise AI business with multiple products and use cases, that created a wider digital-experience problem. Buyers needed clearer pathways to understand the business, explore its products and determine whether those solutions were relevant to them.

The objective was clear Build a digital foundation that could support product understanding, search visibility and a more meaningful B2B buyer journey.
02
Our Solution

Building the website around how buyers need to understand a complex product.

Foxar Athon developed the website as a structured B2B digital experience rather than treating UI/UX as a purely visual redesign.

The work created a stronger foundation across:

01
Information Architecture

Restructuring the website so products, company information, solutions and supporting proof had clearer destinations within the buyer journey.

02
Product Page Experience

Creating dedicated product pages that gave visitors more room to understand Infomina AI's offerings instead of relying on a single landing page.

03
Website UI/UX

Designing clearer page hierarchy, navigation and interface patterns so complex information could be explored more intuitively.

04
Proof & Success Story Structure

Building space for implementation evidence and success stories so buyers could move beyond product claims and evaluate real-world relevance.

05
Search & Content Foundation

Expanding the website from one page into a structured content environment capable of supporting future SEO, product marketing and non-branded discovery.

03
Results

From almost no digital infrastructure to measurable buyer behaviour.

>200% Increase in active users established from a zero baseline following the website launch
51.8% Of new users arrived through organic search, establishing earned discoverability
3m 00s Average session duration across the website
1.84 Views per session, showing users were exploring beyond a single page
Structured Product Website The original single-page presence became a website with product architecture, navigation, UI/UX, success-story structure and supporting content
Measurable Digital Foundation Infomina AI now has a website capable of supporting search, product marketing and future conversion optimisation

Does Your Website Make Your Business Easier to Understand and Choose?

Complex B2B businesses often have more to explain, more stakeholders to convince and a longer journey between first visit and meaningful action.

Foxar connects information architecture, website UI/UX, page structure and conversion journeys to create digital experiences that make your business easier to understand, evaluate and act on.

B2B Website Design
Website UI/UX
Information Architecture
Conversion Journeys
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Our Services

What We Help Businesses Grow

Be found when buyers are actively looking. We help complex B2B companies improve how they appear across traditional search and emerging AI-assisted search experiences.

Our Search Visibility work can include

SEO, AEO, AI Search, Search Strategy, Content Strategy, Service and Solution Content

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Search Visibility

Build trust before the sales conversation starts. We help B2B companies turn expertise, perspective and market knowledge into content that strengthens authority and buyer confidence.

Our Social Content Work can include

Audience and Channel Strategy, Content Positioning, Campaign Planning, Social Content Execution, Video & Motion Execution

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Social Content

Make it easier for buyers to understand, evaluate and act. We design B2B digital experiences around the way buyers research, compare and move toward a decision.

Our Digital Experience Work can include

Website UI/UX, Services & Solution Pages, Landing Pages, Lead-Capture Journeys

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Digital Experiences

Improve what happens after attention is earned.

Our Supporting Capabilities can include

Design, Copywriting, Video & Motion support the three core services above. We use them where they strengthen Search Visibility. Social Content. Digital Experiences.

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Conversion and Growth Systems
B2B Website Design Knowledge Base

Frequently Asked Questions About B2B Website Design and UI/UX

What is B2B website design?

B2B website design is the process of creating a website around how business buyers research, understand, evaluate and take action on a company's products or services.

Unlike a purely visual redesign, effective B2B website design connects messaging, information architecture, UI/UX, proof, navigation and conversion paths.

For complex businesses, the website must help buyers understand not only what the company does, but also how its products, solutions and expertise relate to their needs.

What makes B2B website design different from general website design?

B2B website design usually needs to support longer buying journeys, more complex offers and multiple decision-makers.

A B2B buyer may need to understand the company, compare products, assess technical or commercial relevance, review proof and involve other stakeholders before taking the next step.

This makes clarity, information architecture and content hierarchy especially important.

Why is UI/UX important for a B2B website?

UI/UX helps B2B buyers find the right information, understand complex offerings and move through the website with less friction.

Strong website UI/UX considers navigation, page hierarchy, readability, interaction, content flow and the next action expected from the visitor.

The objective is not simply to make a website look better. It is to make the business easier to understand and evaluate.

What is information architecture in website design?

Information architecture is the way website content and pages are organised so users can understand where information belongs and how to reach it.

For a complex B2B website, this may involve separating company information, products, solutions, industries, success stories, insights and conversion pages into clearer destinations.

Good information architecture benefits both users and search engines by creating clearer relationships between pages.

How did Foxar improve Infomina AI's B2B website?

Foxar helped transform Infomina AI from a single landing page into a structured product website capable of supporting product understanding, search and future digital growth.

The work included information architecture, product pages, website UI/UX, navigation, success-story structure and a stronger content foundation.

This gave different types of information clearer destinations instead of requiring one page to explain the entire business.

Why was a single landing page not enough for Infomina AI?

A single landing page provided limited space for Infomina AI to explain its products, use cases, proof and wider enterprise AI proposition.

It also gave search engines very little content to understand and index.

Expanding the website created dedicated destinations for deeper product information and future search-led content.

How does website design support SEO?

Website design supports SEO when its architecture gives important products, services and topics clear pages that search engines can crawl, understand and evaluate.

Search visibility can be limited when too much information is compressed into one page or when important content lacks a clear place within the site.

Information architecture, internal navigation and page structure therefore influence both user experience and organic discoverability.

Can B2B website design improve organic search visibility?

B2B website design can create a stronger foundation for organic visibility by giving search engines more structured, relevant and accessible content to discover.

After Infomina AI's website foundation was established, organic search accounted for 51.8% of new users during the measured period.

Search performance still depends on factors beyond UI/UX, including content depth, authority, technical SEO and search demand.

How do you design a website for a complex B2B product?

A complex B2B website should break the buying journey into manageable layers of information rather than trying to explain everything at once.

  • Clear company positioning
  • Dedicated product or service pages
  • Solution and use-case context
  • Intuitive navigation
  • Supporting proof and success stories
  • Useful insights and educational content
  • Clear next actions

The structure should help visitors move progressively from understanding to evaluation.

What should a B2B technology website include?

A B2B technology website should clearly explain what the company offers, who it is relevant to, how its products work and why buyers should trust it.

  • Clear value proposition
  • Product or service pages
  • Solutions or industry applications
  • Technical or product information
  • Customer evidence
  • Success stories
  • Insights
  • Clear conversion paths

The exact structure depends on the complexity of the business and the information buyers need before taking action.

How do you measure whether a website redesign is working?

Website performance should be measured through behaviour and commercial outcomes, not visual quality alone.

  • Active users
  • Traffic acquisition
  • Organic search visibility
  • Pages viewed per session
  • Engagement time
  • Priority-page behaviour
  • Conversion actions
  • Qualified enquiries

For Infomina AI, the rebuilt website established measurable user activity from a zero baseline, with 221 active users, a three-minute average session duration and 1.84 views per session during the reported period.

Does Foxar provide B2B website design and UI/UX?

Yes. Foxar designs B2B marketing websites and digital experiences around how buyers discover, understand, evaluate and act.

Our Digital Experience work can include search-led information architecture, website UI/UX, service and solution pages, landing pages, conversion paths and lead-capture journeys.

We focus specifically on marketing and buyer-facing digital experiences rather than mobile apps or complex software-product UX.

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