Strategies for Building a High-Converting B2B Homepage

Feb 17, 2025

Diane Wiredu, a messaging strategist and founder of Lion Words, teams up with Lee Reshef, Fiverr's Head of Product Marketing, to dissect high-converting B2B homepages. They tackle common pitfalls that decrease conversions and emphasize the significance of clarity and effective messaging. Learn what elements belong above the fold, how to cater to diverse buyer personas without overwhelming, and the essential role of A/B testing. Their insightful critiques of real homepages offer actionable strategies that can dramatically improve your website's performance.

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ADVICE

Homepage Testing

Test your homepage holistically, not individual components.
Prioritize the user experience over optimizing every element for conversion.

INSIGHT

Understanding Homepage Traffic

Homepage traffic is often generic and has unclear intent.
Cater to both new and returning users by understanding user demographics.

ADVICE

Crafting a High-Impact Homepage

Clearly explain who you are and what you offer above the fold.
Focus your above-the-fold content on the user's needs and perspective.

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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
(03:32) - - Common homepage mistakes that kill conversions
(04:46) - - What belongs above the fold and why it matters
(06:25) - - The role of messaging in homepage clarity and engagement
(08:06) - - Balancing multiple personas without overwhelming visitors
(09:20) - - Homepage copywriting do’s and don’ts
(13:53) - - The importance of A/B testing and user feedback
(16:14) - - Homepage layout best practices for conversion
(18:38) - - Homepage roast: Amplemarket
(24:03) - - Homepage roast: Chattermill
(30:31) - - The role of trust indicators and social proof
(32:59) - - Common design mistakes that reduce homepage effectiveness
(36:29) - - Homepage roast: PrimePay
(41:24) - - Messaging clarity vs. overcomplicating the value prop
(44:49) - - Final thoughts

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