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:

1. The biggest homepage mistakes B2B companies make (and how to fix them).
2. What belongs above the fold to grab attention and drive action.
3. 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
• (03:48) - - Common homepage mistakes that kill conversions
• (05:02) - - What belongs above the fold and why it matters
• (06:41) - - The role of messaging in homepage clarity and engagement
• (08:22) - - Balancing multiple personas without overwhelming visitors
• (09:36) - - Homepage copywriting do’s and don’ts
• (14:09) - - The importance of A/B testing and user feedback
• (16:30) - - Homepage layout best practices for conversion
• (18:54) - - Homepage roast: Amplemarket
• (24:19) - - Homepage roast: Chattermill
• (31:27) - - The role of trust indicators and social proof
• (33:55) - - Common design mistakes that reduce homepage effectiveness
• (37:25) - - Homepage roast: PrimePay
• (42:20) - - Messaging clarity vs. overcomplicating the value prop
• (45:45) - - Final thoughts

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Today's episode brought to you by Navattic.

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Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work.

So if you want to learn more about using product demos on your site, go check out Navattic’s State of the Interactive Product Demo report now. 

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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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