#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
- (04:11) - – Why most B2B websites fail to convert
- (06:37) - – The common thread across 100+ website reviews from Exit Five members
- (09:22) - – Why focusing on features instead of emotion kills conversions
- (12:10) - – What is emotional targeting (and how to actually use it)?
- (15:25) - – The power of customer research in website optimization
- (18:47) - – How to apply emotional triggers to your homepage copy
- (22:16) - – Mistakes B2B companies make with above-the-fold content
- (25:18) - – Why you should write copy before designing the site
- (30:21) - – Structuring your site around buyer intent and behavior
- (33:38) - – How to get internal buy-in for messaging and UX changes
- (36:55) - – The difference between product marketing and “just copywriting”
- (40:11) - – The role of hierarchy, visual flow, and CTA placement
- (43:37) - – When to simplify and when to educate on B2B websites
- (46:59) - – Final takeaways and practical steps to start improving your site
Join 50,000 people who get our Exit Five Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/
***
Today’s episode is brought to you by Paramark.
It’s November. 2026 planning is already here. And the stuff you’re doing right now will decide how next year plays out.
But here’s the problem: most teams are still planning next year's marketing strategy based on the WRONG DATA because of broken attribution and a misleading gut feel. And you can’t make smart budget calls if you’re just guessing what’s working, what’s not, and where to put your next dollar.
That’s where Paramark comes in. They help you replace the guesswork with actual insight backed by $2 billion in analyzed marketing data. They’ve figured out what actually drives incremental growth across every channel including LinkedIn, Meta, TikTok, Google, CTV, even OOH.
And right now, they’re offering a private 1:1 consultation with their CEO and CMO, Pranav and Sam, who have led marketing teams at companies like Dropbox, Adobe, Microsoft, and Shutterfly.
In this 45-minute strategy session, they’ll help you measure the real impact of every marketing dollar, pull insights from your current media mix, and design a 2026 roadmap that’s rooted in data, not gut.
This is a heck of an offer. And it’s real. And will go fast. So if you want to future-proof your marketing strategy for 2026, don’t miss out on this offer.
Grab your spot at paramark.com/brand-consult.
***
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
