For years, B2B websites have been treated as static brand destinations—important, but often disconnected from how buyers actually research, evaluate, and decide. PAN believes that era is over.

The global, data-driven marketing and PR agency has launched PAN B2B Web Services, a new offering designed to help B2B tech and healthcare brands rethink their websites as living, measurable growth engines. The move formalizes what has already become a natural extension of PAN’s integrated marketing and PR work: shaping brand narratives and then bringing them to life through high-performing digital experiences.

The timing is deliberate. As buyer journeys fragment across search, social, AI-driven discovery, and earned media, brands are under pressure to ensure their websites do more than look good—they must convert interest into action.

Why PAN Is Betting on the Website—Again

In theory, the website has always been central to B2B marketing. In practice, it’s often the least integrated part of the stack.

PAN says it has seen the same pattern repeatedly. Brands bring the agency in for PR, content, or demand generation. Strategy sharpens. Messaging evolves. And eventually, the website becomes the bottleneck—unable to support the story being told everywhere else.

Just as often, the relationship starts the other way around. A company engages PAN for a website overhaul, then realizes that the same team shaping its digital foundation is well-positioned to drive long-term PR, content, and integrated marketing.

The common thread is connection. Brands want fewer handoffs, faster execution, and clearer results. PAN’s new web services offering is designed to meet that demand head-on.

A Modern Take on B2B Web Strategy

PAN is positioning its web services as analytics-led and strategy-first, not design-first.

“Your website is where prospects confirm your value and decide whether to continue the conversation,” said Chris Nardone, VP of Integrated Marketing and Web Services at PAN. “We build sites that are guided by data and grounded in strategy.”

That philosophy underpins a full-lifecycle approach that spans discovery, messaging, design, development, and long-term optimization. Rather than treating launch as the finish line, PAN emphasizes continuous improvement tied to business outcomes.

At the core of the approach is the agency’s PAN Pathway framework, which provides structure without locking clients into rigid processes—an important distinction as B2B buying behavior continues to evolve.

Built Around How Buyers Actually Search

One of the most notable aspects of PAN’s offering is how closely it aligns web strategy with modern search behavior.

Search is no longer limited to blue links. Buyers now encounter brands through traditional search, AI-generated overviews, industry content, and earned media—often before they ever visit a homepage. PAN’s model assumes the website is still critical, but no longer the starting point.

Instead, it’s the place buyers go to validate credibility, understand differentiation, and decide whether to engage further.

That perspective shapes the core service components.

Strategic Foundations First

PAN begins with deep technical, UX, and SEO audits designed to surface structural issues that may be holding performance back. These audits go beyond surface-level optimization to examine how content, navigation, and architecture align with both user intent and business priorities.

Analytics play a central role here. Content direction is informed by real data—what users search for, how they move through the site, and where friction appears in the journey.

The goal is clarity: for buyers, and for internal teams tasked with managing the site long after launch.

Design and UX That Reduce Friction

Design, in PAN’s model, is a means to an end—not the end itself.

Updated navigation and information architecture are built to make user journeys clearer and faster. Design systems are developed through collaborative workshops, moodboards, and iterative exploration, ensuring stakeholders are aligned before development begins.

This approach reflects a broader shift in B2B web design. Buyers increasingly expect consumer-grade usability, even when evaluating complex products or services. Sites that confuse or slow them down don’t get second chances.

Content, SEO, and Development Built for Scale

Content creation is tightly integrated with SEO and development, rather than treated as a final layer.

PAN emphasizes structured, technical content that supports both traditional search engines and AI-driven discovery. That includes clarity of messaging, semantic structure, and performance considerations that help sites remain visible as search continues to evolve.

On the development side, PAN focuses on scalable builds and simplified CMS environments. The aim is to give marketing teams control without sacrificing performance or security—an ongoing pain point for many B2B organizations.

Long-term monitoring and optimization are baked into the model, reinforcing the idea that a website is never truly “done.”

An AI-Informed, Cross-Functional Approach

AI is woven throughout PAN’s web practice, but not as a buzzword feature.

The agency applies AI-informed research and search insights across engagements, using techniques like structured content, schema enhancements, readability optimization, and AI-focused audits. The goal is to help brands stay visible not just in search results, but across emerging AI-driven discovery platforms.

Importantly, this work is delivered by cross-functional teams that combine UX, design, development, analytics, and B2B storytelling. That mirrors PAN’s broader brand-to-demand methodology, ensuring the website connects seamlessly with PR, content, demand generation, and earned media.

The outcome, PAN argues, is a site that actively supports growth rather than sitting passively at the center of the ecosystem.

Challenging the “AI Ends the Journey” Narrative

PAN is also pushing back on a growing assumption in the market: that AI summaries and overviews will replace websites altogether.

“There’s a lot of noise suggesting the buyer journey stops at AI Overviews, but that simply isn’t the case,” Nardone said. “AI is another surface, but it’s not the last, or only, one.”

From PAN’s perspective, AI increases the importance of the website—not decreases it. As discovery becomes more fragmented, brands need a destination that delivers consistency, depth, and credibility once interest is sparked.

That belief shapes the long-term focus of the new service line: sustained optimization, not one-off redesigns.

What This Signals for B2B Marketing

PAN’s move reflects a broader trend across B2B marketing agencies. As lines blur between PR, demand, content, and digital experience, clients are gravitating toward partners that can operate across the full funnel.

Websites sit at the center of that convergence. They are where messaging, search, UX, and conversion collide—and where misalignment becomes most visible.

By formalizing its web services offering, PAN is betting that connected thinking will win over fragmented execution. For B2B brands navigating AI-driven discovery, longer buying cycles, and increasing pressure to prove ROI, that integration may be less of a luxury and more of a requirement.

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