#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
- (03:12) - – Why most B2B websites fail to convert
- (05:38) - – The common thread across 100+ website reviews from Exit Five members
- (08:23) - – Why focusing on features instead of emotion kills conversions
- (11:11) - – What is emotional targeting (and how to actually use it)?
- (14:26) - – The power of customer research in website optimization
- (17:48) - – How to apply emotional triggers to your homepage copy
- (21:17) - – Mistakes B2B companies make with above-the-fold content
- (24:19) - – Why you should write copy before designing the site
- (28:47) - – Structuring your site around buyer intent and behavior
- (32:04) - – How to get internal buy-in for messaging and UX changes
- (35:21) - – The difference between product marketing and “just copywriting”
- (38:37) - – The role of hierarchy, visual flow, and CTA placement
- (42:03) - – When to simplify and when to educate on B2B websites
- (45:25) - – Final takeaways and practical steps to start improving your site
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The Exit Five CMO Podcast (Hosted by Dave Gerhardt)