The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

B2B Website Optimization: Real Examples and Live Feedback

Jun 2, 2025

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In this lively discussion, industry experts Guy Yalif, Chief Evangelist at Webflow, Talia Wolf, CEO of Get Uplift, and Scott Cappuzzo from Webflow dive into B2B website optimization. They reveal the top mistakes that plague many homepages and advocate for customer-driven messaging. The trio also discusses effective call-to-action strategies, emphasizing clarity over creativity, and stresses the importance of personalization that resonates without intruding. Get ready for practical tips that can transform your website and enhance conversion rates!

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INSIGHT

Focus Messaging on Customer Needs

B2B websites often fail because they focus on features instead of customer problems.
Making messaging customer-driven and emotional improves conversion significantly.

ADVICE

Optimize Your CTA Copy

Test your website's call-to-action (CTA) copy to improve engagement.
Small changes in CTA phrasing can significantly increase conversions.

ADVICE

Research Before A/B Testing

Don't rely solely on A/B testing if you lack sufficient traffic.
Start with foundational research on your customers and their buying motivations before testing page elements.

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#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
(02:39) - – Meet the expert panel
(05:19) - – The biggest homepage mistake
(07:59) - – What customers *really* want
(08:39) - – The CTA copy test
(09:49) - – Why A/B testing isn’t always right
(12:29) - – Personalization you can actually use
(14:39) - – What’s a “good” conversion rate?
(17:59) - – CTA clarity vs. creativity
(21:39) - – Why messaging must come first
(23:39) - – How to do helpful personalization
(31:23) - – Emotional drivers in B2B
(33:23) - – Live teardown #1: ContactMonkey
(40:03) - – Visuals, CTAs, and clarity
(45:23) - – Live teardown #2: StreamTech
(50:43) - – Outdated visuals and lost messaging
(54:18) - – Chatbots: thoughtful vs. disruptive
(55:33) - – Live teardown #3: CallTrackingMetrics
(58:13) - – Final ratings + wrap-up

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