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PAN, a global marketing and PR agency for B2B tech and healthcare, has officially launched its new B2B Web Services offering, expanding its integrated marketing capabilities. This formalizes the agency's long-standing web expertise into a full-service, analytics-led practice focused on strategy, UX, creative, development, and ongoing optimization for client websites.
PAN launches a formal, full-service B2B Web Services offering.
The offering integrates strategy, UX, messaging, creative, and development.
Services are guided by data, AI-informed research, and SEO best practices.
It uses a defined 'PAN Pathway' framework to guide client engagements.
The model connects website strategy with broader brand-to-demand marketing programs.
The goal is to build websites that function as dynamic growth engines, not static assets.
The new offering builds on years of website work that naturally evolved from PAN's core PR and integrated marketing programs. The agency emphasizes a connected approach where shaping a company's narrative and demand strategy seamlessly extends to its digital front door. This integrated model works in both directions, with web clients often expanding into long-term PR and marketing partnerships, valuing the agility and measurable benefits of a single strategic partner.
"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 means bringing UX, creative, development, SEO, and AI-informed research into one streamlined process."
PAN's Web Services are delivered through its 'PAN Pathway' framework, designed to provide clarity and flexibility through each phase of an engagement. The core service components are structured into three key areas:
Strategic Foundations: This begins with technical, UX, and SEO audits to identify issues and opportunities, followed by analytics-aligned content planning that connects user intent with business goals.
Design and User Experience: The focus is on creating intuitive site navigation and information architecture to clarify user journeys. Design systems are developed through collaborative workshops and iterative exploration.
Content, SEO, and Development: This phase involves crafting site copy and technical content optimized for both traditional and AI-driven search. It culminates in scalable website builds with simplified content management systems and ongoing performance monitoring.
A defining characteristic of the offering is its application of AI throughout the engagement. The team uses AI research, search insights, structured content, schema enhancements, and optimization audits to ensure client visibility across both search engines and emerging AI platforms. The work is executed by a cross-functional team with expertise in UX, design, development, analytics, and B2B storytelling, mirroring the agency's broader integrated methodology.
This approach positions the website as a central, dynamic component of a connected marketing ecosystem. “AI is another surface, but it's not the last, or only, one,” Nardone added. “Our clients want a connected experience across their entire marketing ecosystem; the website is a major part of that.”
By formalizing this service, PAN aims to provide a partner that can not only design and build a high-performance website but also sustain its momentum as an integral part of a long-term growth strategy.
About PAN
PAN is an award-winning, global, independent, brand-to-demand agency forged from PR that empowers possibility for leading B2B tech and healthcare companies. Storytellers at heart with deep industry experience, a strategic, data-driven mindset, and a fully integrated marketing and communications service offering – PAN has been recognized as Outstanding Tech Agency of the Year by PRWeek, a 2x Technology Agency of the Year, and PRovoke Media's Data-Driven Agency of the Year. PAN's approach blends the right mix of brand awareness and demand generation to move ideas across media, audiences to action, campaigns to results, and companies to the next stage of their journey, including brands like Algolia, Certera, Cornerstone, Extreme Networks, Genpact, Solera, and Vertex.
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