#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 emotion
- How to use emotional targeting and customer research to write copy that converts
- The biggest design mistakes B2B marketers are making (and how to fix them)
- How to get stakeholder buy-in for website changes
- Why great websites start with strong product marketing
Timestamps
- (00:00) - – Intro to Talia
- (03:25) - – Why most B2B websites fail to convert
- (05:51) - – The common thread across 100+ website reviews from Exit Five members
- (08:36) - – Why focusing on features instead of emotion kills conversions
- (11:24) - – What is emotional targeting (and how to actually use it)?
- (14:39) - – The power of customer research in website optimization
- (18:01) - – How to apply emotional triggers to your homepage copy
- (21:30) - – Mistakes B2B companies make with above-the-fold content
- (24:32) - – Why you should write copy before designing the site
- (29:27) - – Structuring your site around buyer intent and behavior
- (32:44) - – How to get internal buy-in for messaging and UX changes
- (36:01) - – The difference between product marketing and “just copywriting”
- (39:17) - – The role of hierarchy, visual flow, and CTA placement
- (42:43) - – When to simplify and when to educate on B2B websites
- (46:05) - – Final takeaways and practical steps to start improving your site
Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/
***
Brought to you by:
Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive.
Optimizely - An AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Get a free, personalized 45-minute AI workshop to help you identify the best AI use cases for your marketing team and map out where agents can save you time at optimizely.com/exitfive (PS - you'll get a FREE pair of Meta Ray Bans if you do).
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.
***
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
