#251 Website Optimization | In this episode, Danielle is joined by Guy Yalif, Chief Evangelist at Webflow; Talia Wolf, Founder and CEO of Getuplift; and Scott Cappuzzo, Web Strategist at Webflow. Together, they dig into what actually makes a B2B website convert and why most homepages are missing the mark.

This panel brings deep experience in conversion rate optimization, UX strategy, and messaging clarity, sharing practical tips and live feedback from real B2B websites submitted by Exit Five members.

Danielle, Guy, Talia, and Scott cover:

The #1 mistake B2B marketers make on their homepage and how to fix it with customer-driven messaging
Smart ways to test and optimize (even if you don’t have high traffic)
How to write CTAs that meet buyers where they are in the journey (and get more clicks)

Whether you’re planning a homepage redesign or just want to tighten your headline and CTA copy, this session will help you make smarter website decisions grounded in expert feedback and real examples.

Timestamps

(00:00) - – Intro
(02:44) - – Meet the expert panel
(05:24) - – The biggest homepage mistake
(08:04) - – What customers *really* want
(08:44) - – The CTA copy test
(09:54) - – Why A/B testing isn’t always right
(12:34) - – Personalization you can actually use
(14:44) - – What’s a “good” conversion rate?
(18:04) - – CTA clarity vs. creativity
(21:44) - – Why messaging must come first
(23:44) - – How to do helpful personalization
(31:18) - – Emotional drivers in B2B
(33:18) - – Live teardown #1: ContactMonkey
(39:58) - – Visuals, CTAs, and clarity
(45:18) - – Live teardown #2: StreamTech
(50:38) - – Outdated visuals and lost messaging
(54:13) - – Chatbots: thoughtful vs. disruptive
(55:28) - – Live teardown #3: CallTrackingMetrics
(58:08) - – Final ratings + wrap-up

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Brought to you by:

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AirOps - The content engineering platform that helps marketers create and maintain high-quality, on-brand content that wins AI search. Go to airops.com/exitfive to start creating content that reflects your expertise, stays true to your brand, and is engineered for performance across human and AI discovery.

Visit exitfive.com/retreat to apply for Exit Five’s first-ever, in-person Marketing Leadership Retreat, March 18–20, 2026 in Scottsdale, Arizona. Join 100 CMOs and VPs of Marketing from companies like like Zoom, Snowflake, Manychat, Bitly, G2, HP, and more for two days of thinking bigger around a trusted group of peers in marketing.

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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

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