This week we’re taking a look at Besurgical — a B2B medical supply site that immediately communicates expertise and credibility in the niche of surgical instruments.
Let’s see what makes it tick and what could be even sharper 
What’s working well?
What we loved most about the site right off the bat:
Clear niche and value proposition
The hero headline “* Belgian specialist in Surgical Instruments*” quickly tells you who Besurgical is and what they do:
Just below, “Alternatives to KLS Martin, Aesculap, Medicon, etc.” shows the brand as a practical, cost-conscious alternative to well-known German suppliers.
For a B2B buyer comparing options, this is far more meaningful than generic claims about quality:
Convincing numbers
The “1,000 + Instruments / 19 Years Experience in surgery / 100% COMMITMENT” section instantly gives buyers confidence: lots of products, decades of experience, and a serious approach.
Seeing 19 years of hands-on experience upfront is a big plus in this niche.
Putting a real person front and center
Featuring Josefine with " Advice from a surgical nurse" shows that advice comes from a practicing professional, not just a sales rep.
This is rare for online medical B2B shops and adds real credibility.
Interactive base set builder
The “Get started yourself and put your basic set together” tool lets buyers assemble their own toolset step by step, with a small discount for sets of 8+.
It’s a simple, practical feature that saves time and makes the homepage more useful for surgeons, vets, and clinics.
Practical help scenarios
Instead of a generic “contact us,” the site suggests real-life actions:
- Send a photo — get a quote
- Need a full set? Send your list
- Each instrument has a unique reference — get a 1-on-1 alternative
This directly answers common buyer questions without extra back-and-forth.
Outlet section — clear incentive
The “OUTLET UP TO -70%” section highlights stock, demo, and clearance items.
This gives visitors a reason to browse beyond the standard catalog, especially appealing for budget-conscious buyers.
What Could Be Improved?
Some small adjustments could make the page even easier to navigate and more visually consistent:
Hero lacks CTA and subheadline
The hero title stands alone with no call-to-action or USP subheadline.
[!note] Recommendation
Add a one-line subheadline (e.g., Alternatives to KLS Martin, Aesculap, Medicon — Belgian quality) and a visible CTA button (View instruments / Build your set).
Inconsistent product cards
Cards vary in style across sections (configurator, product page, Outlet):
[!note] Recommendation
Standardize card height, layout, border, and shadow to create a unified catalog feel.
Overused teal color
The teal color is used for headers, section backgrounds, primary buttons, links, and accents.
[!note] Recommendation
Assign distinct roles to colors.For example:
- teal for CTAs
- lighter shades for backgrounds,
- neutral gold for stars
- darker teal/navy for links.
Page feels like a continuous scroll
Around 15 sections run consecutively without rhythm or spacing.
[!note] Recommendation
Increase vertical spacing between sections by 1.5–2× to let the eye naturally separate content.
Centered lists with tight spacing
Centered bullet lists make it hard to scan and align visually.
[!note] Recommendation
Left-align lists, standardize icon spacing, and increase vertical spacing by 30–50% for readability.
How do Elfsight widgets perform?
We went through the Elfsight widgets to see how they are used and how they blend into the overall design and flow.
Number Counter
The Number Counter fits smoothly into the page and shows important numbers right up front.
It helps visitors quickly get a sense of scale and credibility without having to dig for details.
LinkedIn Feed
Embedding the LinkedIn Feed ives the site a sense of activity and connection.
Visitors can see the brand’s recent posts and updates, which helps paint a picture of an engaged, professional presence.
YouTube Gallery
The YouTube Gallery pulls in content from the Besurgical Insights channel and Josefine’s blog.
Visitors can quickly scan expert tips and tutorials, which shows the team’s experience and knowledge in a way that feels useful rather than promotional.
Final thoughts
Besurgical does a great job showing it knows the niche and what B2B buyers care about. However, with mentioned adjustments the website can become even smoother to navigate and more enjoyable to explore.
@Josefine, thank you so much for sharing your awesome website with us!
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