Episode #220: Website Teardown | In this session from the Ultimate Roast of B2B Websites, Dave Gerhardt teams up with Diane Wiredu, messaging strategist and founder of Lion Words, and Lee Reshef, Head of Product Marketing & Retention at Fiverr, to break down what makes a high-converting B2B homepage. They critique real B2B homepages, analyzing messaging, design, and user experience to highlight what works, what doesn’t, and how to fix it.
Dave, Diane, and Lee cover:
- The biggest homepage mistakes B2B companies make (and how to fix them).
- What belongs above the fold to grab attention and drive action.
- How to balance messaging for multiple personas without overwhelming visitors.
If your homepage isn’t converting (or is the subject of endless internal debates), this episode is packed with actionable insights to help you optimize it.
Timestamps
- (00:00) - - Intro to Diane and Lee
- (04:03) - - Common homepage mistakes that kill conversions
- (05:17) - - What belongs above the fold and why it matters
- (06:56) - - The role of messaging in homepage clarity and engagement
- (08:37) - - Balancing multiple personas without overwhelming visitors
- (09:51) - - Homepage copywriting do’s and don’ts
- (14:24) - - The importance of A/B testing and user feedback
- (16:45) - - Homepage layout best practices for conversion
- (19:09) - - Homepage roast: Amplemarket
- (24:34) - - Homepage roast: Chattermill
- (31:25) - - The role of trust indicators and social proof
- (33:53) - - Common design mistakes that reduce homepage effectiveness
- (37:23) - - Homepage roast: PrimePay
- (42:18) - - Messaging clarity vs. overcomplicating the value prop
- (45:43) - - Final thoughts
Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership
***
Today’s episode is brought to you by Walnut.
Why are we spending all this time on marketing… just to push buyers to a “Request a Demo” button? Even if they’re interested, no one wants to click that. No one wants to “talk to sales.” They just want to try the product for themselves!
Good news: now they can - with Walnut.
Walnut is the interactive demo platform for marketers who are done hiding their product and want to put it front and center.
You can build guided, self-serve demos in minutes. No engineers. No developers. No waiting. Embed them on your site. Drop them in emails. Let buyers explore your product on their terms - at any stage of the funnel.
And the best part? You get the data. See what features prospects are engaging with, where they drop off, and what’s actually driving pipeline.
500+ companies use Walnut - including Adobe and NetApp. Their teams save 400+ hours a year building demos… and have prevented over 1.5 million minutes of bad ones.
So if you want to drive more leads, shorten sales cycles, and actually show your product, go check out Walnut.io (and tell their team you heard about it on the Exit Five podcast!).
