Introduction
When a site tries to be everything, buyers get lost and Security gets nervous. The fix isn’t “more pages” — it’s clear pages and a dedicated home for proof. This is the Webflow information architecture we use to keep momentum high in regulated B2B: a small structure buyers understand, plus a trust hub that answers security questions up front.
Related: Winning Trust in Healthcare Tech: UX, Messaging and Design That Convert
The five pages that actually move deals
- Home: say who it’s for and why it wins above the fold; one primary CTA.
- Product: outcomes → capabilities → proof (logos, short quotes, numbers).
- Solutions: speak to segments/use cases; show pains and results.
- Pricing: be transparent on tiers, scope, implementation expectations.
- Resources: practical guides/checklists; track CTAs; never request PHI on marketing pages.
The Trust/Compliance hub buyers actually use
Put Trust on the top navigation, not buried in a footer. Keep it short and human:
- Security posture (plain language)
- Certifications/attestations (e.g., SOC, HIPAA stance)
- Subprocessors (current list + data categories)
- High-level data-flow (marketing vs product paths)
- Privacy & retention (clear windows)
- Security contact (dedicated inbox/form without PHI fields)
Patterns that convert — and keep risk low
- Progressive disclosure: details expand on demand; no bloated menus.
- Non-PHI contact path: quick outreach first; deeper details after consent.
- Proof blocks where they help: Product + Solutions, not just a Case Studies page.
- One main CTA per page; secondary actions stay low-friction.
A Webflow-friendly IA map
- Top nav: Home · Product · Solutions · Pricing · Resources · Trust
- Footer: Legal · Privacy · Subprocessors · Security Contact · Status
- Cross-links: Resource articles link back to relevant Product pages and Trust.
Measure what matters (GA4/Webflow Analyze)
- Track
nav_click by label to learn what buyers hunt for. - Watch the Trust → Demo path; it’s a strong confidence signal.
- Test Home headline clarity and Pricing depth; small edits move conversion.
Pitfalls to retire
- Org-chart navigation. Buyers don’t think in departments.
- Security buried in PDFs. Summarize in Trust; link to docs for depth.
- “Contact us” with symptom free-text. Use a fast, non-PHI contact first.
Summary
Clear structure + visible trust makes it easier to buy from you and easier to approve you. It’s conversion-first UX and compliance-by-design, delivered in Webflow without adding debt.
