Should partner logos link to external websites or internal pages?

It is generally best to link partner logos to internal pages, such as dedicated case studies or integration details, rather than external sites. Linking externally directs valuable traffic away from your B2B website and interrupts the user journey. When a visitor clicks a logo, they should ideally discover a rich narrative explaining the successful collaboration between your brands. If an internal case study is not yet available, you can link the logo to a co-branded landing page or keep it static. Keeping the logo static with a clear descriptive caption is far better than sending users to a competitor or an unrelated external homepage. If you must link externally, ensure the link opens in a new tab to keep your website active in the user’s browser. This strategy keeps prospective buyers engaged with your content while reinforcing your professional capabilities. It transforms a simple decorative element into an active path for conversion.