Most of the marketing professionals I’ve worked with over the last four years haven’t had the luxury of obsessing over “conversion rate optimisation”.
In real human words: They’ve been trying to get more leads.
More volume.
More pipeline.
More proof that Marketing is doing its job.
In actual fact, it’s probably more like one or two marketing people doing fifteen jobs.
Driving more traffic to the website is relatively straightforward, in principle. And, more leads can come from all sorts of places, but you need your website to pull its weight.
Just don’t increase traffic into a site that isn’t built to convert your buyers in the first place.
This is simpler than you might think
Start by focusing on the following:
How are you driving traffic to the site?
What do you know about your current visitors? How do you know?
Who do you need leads from?
Does the website speak to this ‘persona’? Does it build trust?
How many options do you give them?
Instead, I’ve seen companies spend thousands on:
- Chatbots that have been set up like leaving the cleaner to answer the phone.
- Tools that promise “Personalisation” – for who? Based on what?
- AI this, AI that.
- Full website rebuilds that never ever ever ever get delivered on time, and don’t really change much anyway.
- (one of my personal favourites) A/B testing ultra-fine details like the corner radius on a button, or a slight colour change. Let’s try it:
You’re either going to book, or you’re not, right?
There are some great tools out there, no doubt. The point is, I’ve seen the solution get so overengineered, before anyone took a minute to assess the problem – not just the pain.
If there’s one thing I can help you with, it’s this.
Because let’s face it, you’re also busy trying to be an expert at social media, design, writing, campaigns, events, data sourcing, and helping sales people find the link to that thing you shared 1000x already. Right?
If your positioning is vague, personalisation will just make people feel confused AND singled-out.
If your traffic is poorly targeted, no button colour will save it.
If your forms are asking for too much too early, driving more people to them just increases drop-off at scale.
And so…
Traffic isn’t always innocent
There’s a lazy version of CRO advice that says, “Traffic isn’t the problem.” Of course we want to increase leads without increasing volume… But as you well know, quality is just as important as quantity, if not more.
I’ve seen B2B sites pulling in huge traffic numbers from content that was never designed to attract buyers in the first place. Educational. Entertaining. Broad. Interesting.
Completely disconnected from the people who actually sign contracts.
Maybe it looks impressive in a report.
It does very little for pipeline.
Good optimisation asks two blunt questions:
Are the right people arriving?
And when they do, does the site help them move forward in a way that matches their level of intent?
If the answer to either is unclear, that’s the work.
The unglamorous bit
The wins I’ve seen in B2B haven’t come from clever experiments. They’ve come from:
- Clarifying who the site is actually for, your ICP.
- Tightening messaging so it speaks to real buying pain, not internal product language.
- Creating more than one conversion pathway.
- Reducing friction in forms in the right way (experimenting here can be good!)
- Ensuring good UX and load speeds throughout the site, across different devices.
- Cleaning up tracking so marketing isn’t guessing which channels drive qualified leads.
None of that is exciting. But…
It’s the difference between a website that supports marketing and one that quietly undermines it.
All of this is usually fixable far faster — and far cheaper — than another rebuild or another tool. And it’s what your Teammate will help you with.
Let’s get started, or if you have questions, please click the button below to send them over and I’ll get back to you right away!
