In the age of AI, buyers do 70% of their research before talking to anyone on your team. They're forming opinions, comparing alternatives, and building — or losing — confidence in conversations you're not part of.
We apply neuroscience, behavioral psychology, and decision science to the moments that matter most in complex B2B buying — designing for how buyers actually think, not how we wish they did. From first impression to final decision. With less friction, and more confident yeses.
That's not opinion — it's behavioral science. While most agencies optimize for clicks and conversions, we design for the psychology of commitment.
We apply neuroscience, behavioral psychology, and decision science to every moment of the buyer journey. Not as a methodology we borrowed. As the lens through which we see every problem.
B2B decisions are made emotionally, then justified rationally. We design for the hidden narrative — the one that actually drives commitment.
The rational layer is where deals get stuck — too much risk, too little clarity. We design the logic that makes yes feel inevitable and safe.
Circle & Square was founded on one observation: most B2B companies invest heavily in generating demand, and almost nothing in designing the experience that converts it.
We're a boutique consultancy of experience strategists, behavioral designers, and decision scientists. We've worked agency side and client side, with Fortune 100 companies and PE-backed growth-stage businesses.
We don't hand you a playbook. We build the strategy for your specific buyers, your specific deal complexity, and your specific moment.
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We work best with mid-enterprise B2B companies selling complex solutions into large buying committees — where the gap between pipeline and closed revenue is a buyer experience problem, not a product problem.
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We're a buyer experience design consultancy. Not a generic UX/web shop, and not a big-4 strategy firm. We sit in the middle: we use research, neuroscience, and experience design to shape the digital experiences and decision tools that complex B2B buying committees actually use to evaluate, align, and decide.
Most often:
Typically at mid-enterprise, PE-backed B2B companies selling into large buying committees.
A website refresh focuses on pages and visuals. We focus on the decision journey: how buyers find you (including through AI and search), how different stakeholders interpret your story, and how executives build confidence in approving a decision. Yes, we redesign web experiences — but always in service of deal progression and decision confidence, not just a cleaner UI.
Usually, no. We often sit alongside brand and creative agencies, performance and ABM partners, and web or UX teams. We provide the decision architecture — the narrative, journeys, and decision tools — that your other partners can extend and implement at scale.
A focused engagement usually runs 8–12 weeks for a specific product, segment, or motion. Larger programs extend from there — but we always start with a tightly defined scope so you see impact quickly.
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