Diagnose why your B2B site
isn't generating pipeline.
Most B2B websites have the same conversion problems: messaging that's too broad for any specific buyer, a demo CTA that's too weak or too hard to find, enterprise trust signals that don't match the deal size, and content that speaks to features instead of outcomes. This diagnosis finds which apply to yours.
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The most common B2B conversion problems.
These are the issues we find most frequently when diagnosing B2B sites. The tool checks all of these against your specific URL and returns only the ones that apply — with prescriptions tailored to your site.
ICP messaging too broad to convert anyone
B2B sites that try to speak to every potential buyer end up resonating with none. "For teams of all sizes" is a conversion killer. The prescription identifies how to narrow your above-the-fold messaging to your highest-value ICP without alienating adjacent segments.
Demo CTA weak or buried
The demo request is the highest-value conversion event for most B2B products. If it's below the fold, labelled generically ("Get in touch"), or requires too many fields before a human responds — you're losing warm leads at the moment of maximum intent.
Enterprise trust signals missing or mismatched
B2B buyers self-qualify based on whether your client list matches their world. SMB logos on an enterprise play, or vice versa, reduce conversion for your target segment. The diagnosis identifies whether your social proof is calibrated for the deals you want to win.
Feature-led copy instead of outcome-led copy
"Our platform integrates with 200+ tools" doesn't convert. "Cut your reporting time from 4 hours to 20 minutes" does. The diagnosis identifies where feature language is suppressing conversion and prescribes specific outcome rewrites for your highest-traffic pages.
Contact form friction filtering out good leads
Every additional field reduces form completion rate. If your demo request form has more than 5 fields, you're filtering out time-constrained senior buyers — exactly the leads you most want. The prescription identifies the minimum viable field set for your sales process.
Missing content for the buying committee
B2B deals involve multiple stakeholders. If your site only speaks to one persona (typically technical or economic buyer), the other committee members can't self-convince. The diagnosis identifies the stakeholder content gaps that are blocking multi-threaded deals.
Common questions
What lead conversion rate should a B2B website target?
B2B websites typically convert 1–3% of visitors to a lead action (demo request, contact form, or content download). High-performing B2B sites with strong ICP messaging and clear CTAs can reach 4–6%. If you're below 1%, messaging clarity and CTA visibility are almost always the root cause.
Our sales cycle is long. Does website conversion even matter that much?
More than most B2B companies realise. A longer sales cycle means buyers are researching your site multiple times before engaging. Each visit is an opportunity to advance or stall the evaluation. Website conversion quality directly affects whether buyers self-qualify in or out — and whether they come back.
We generate most leads through outbound. Should we still fix our website?
Yes — outbound prospects almost always check your website before responding. If the site doesn't validate the outbound message, response rates suffer. The website is the credibility proof point for every outbound motion, regardless of how few inbound leads it directly generates.
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