We Audited 100+ B2B Websites – Here's What We Learned (with Talia Wolf)

Listen to this episode from B2B Marketing with Dave Gerhardt on Spotify. #230: Messaging | In this episode, Matt sits down with Talia Wolf, founder and CEO of GetUplift, to unpack what’s really wrong with most B2B websites – and how to fix it. After reviewing 100+ member-submitted sites from the Exit Five community, Talia shares what she sees over and over again: messaging that’s too focused on the product, poor design flow, and a lack of real customer understanding.Matt and Talia cover:Why most B2B sites focus too much on features and not enough on buyer emotionHow to use emotional targeting and customer research to write copy that convertsThe biggest design mistakes B2B marketers are making (and how to fix them)How to get stakeholder buy-in for website changesWhy great websites start with strong product marketingTimestamps(00:00) - – Intro to Talia (03:12) - – Why most B2B websites fail to convert (05:38) - – The common thread across 100+ website reviews from Exit Five members (08:23) - – Why focusing on features instead of emotion kills conversions (11:11) - – What is emotional targeting (and how to actually use it)? (14:26) - – The power of customer research in website optimization (17:48) - – How to apply emotional triggers to your homepage copy (21:17) - – Mistakes B2B companies make with above-the-fold content (24:19) - – Why you should write copy before designing the site (28:47) - – Structuring your site around buyer intent and behavior (32:04) - – How to get internal buy-in for messaging and UX changes (35:21) - – The difference between product marketing and “just copywriting” (38:37) - – The role of hierarchy, visual flow, and CTA placement (42:03) - – When to simplify and when to educate on B2B websites (45:25) - – Final takeaways and practical steps to start improving your site Send guest pitches and ideas to [email protected] the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Knak. Email (in my humble opinion) is the still the greatest marketing channel of all-time.It’s the only way you can truly “own” your audience.But when it comes to building the emails - if you’ve ever tried building an email in an enterprise marketing automation platform, you know how painful it can be. Templates are too rigid, editing code can break things and the whole process just takes forever. That’s why we love Knak here at Exit Five. Knak a no-code email platform that makes it easy to create on-brand, high-performing emails - without the bottlenecks.Frustrated by clunky email builders? You need Knak.Tired of ‘hoping’ the email you sent looks good across all devices? Just test in Knak first.Big team making it hard to collaborate and get approvals? Definitely Knak.And the best part? Everything takes a fraction of the time.See Knak in action at knak.com/exit-five. Or just let them know you heard about Knak on Exit Five.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more