Your website should be your hardest-working salesperson—qualifying visitors, building trust, and turning strangers into conversations. For most businesses, it’s more like a brochure that just… sits there.
If you’re getting traffic but not leads, the problem usually is not your audience. It’s the experience they are having once they land on your site.
After reviewing a lot of B2B websites over the years, I see the same patterns over and over. The good news? Most of them are fixable without a full rebuild.
If we haven’t met yet, you can get a quick snapshot of who I am and how I have led sales and marketing teams on my About Michael Grudecki page.
Visitors decide in the first 3–5 seconds whether to stay or leave.
If your homepage doesn’t quickly answer:
…they bounce.
Most sites try to be clever instead of clear. The strongest sites use simple language and direct positioning.
If you’re unsure whether your messaging is landing, reading it through the lens of your broader Consulting focus can help. Does your website copy match how you’d explain your value in a live conversation? If not, that’s your first conversion issue.
A lot of sites rely on a single CTA:
“Book a Call” or “Schedule a Demo.”
There’s nothing wrong with that—but it only works for prospects who are already ready to talk.
High-converting sites use tiered calls-to-action:
Not everyone is ready to jump on a call, especially in B2B. Some visitors are just researching. Some are comparing vendors. Some are trying to understand their problem.
Meeting people where they are is a marketing strategy problem as much as a design problem—which is exactly the kind of work I do through Marketing Consulting.
There’s a difference between pretty and usable.
Some of the nicest-looking sites I’ve seen perform terribly because:
Design should serve clarity, not the other way around.
If you want a quick gut check: ask someone unfamiliar with your business to open your homepage and tell you, out loud, what they think you do and where they’d click next. If they hesitate, your site is creating friction.
You can say you’re great all day long. Buyers believe:
Proof reduces risk. It makes buyers feel less like they’re taking a gamble and more like they’re making a smart, informed decision.
If you’ve done strong work, showcase it. And if you want to see how social proof is framed in a real-world context, you can skim a few of the Testimonials on my site for structure ideas you can adapt.
Here’s where things get interesting.
AI isn’t going to magically “fix” your website, but it is changing how the best teams optimize:
Pair that with your analytics—conversion rates, form completions, time on page—and you start to see where the site can be simplified, sped up, or clarified.
This is also where a structured outside review helps. In my Marketing Consulting work, we often start with a practical website and funnel audit: what’s working, what isn’t, and what changes would actually move the needle.
It’s hard to evaluate your own website objectively. You’re too close to it. You remember old versions, past debates, internal opinions—and those can cloud how you see the current experience.
Sometimes the fastest path forward is a focused, short-term engagement where someone comes in, evaluates your site through the eyes of a prospect, and gives you a prioritized list of fixes.
That kind of work is right in the wheelhouse of my broader Consulting practice, whether we’re talking about website conversion, GTM fundamentals, or aligning sales and marketing around a clear growth plan.
If this article hit close to home and you’re ready to take the next step, here are a few easy ways to continue the conversation:
Learn more about how I work with clients on Marketing Consulting and broader Consulting.
Explore other articles and resources on the Blogs page.
See what other leaders and teams have said on the Testimonials page.
Or, if you already know you need help, you can reach out directly through the Contact page.
You can also get a sense of my broader professional background and leadership experience on the Career page, especially if you’re thinking about a deeper engagement or a Fractional Leadership relationship.
Fixing website conversion doesn’t always require a redesign. Most of the time, it’s about tightening your messaging, clarifying what you want people to do, adding proof, and using data to inform smart changes.
A website that converts isn’t an accident. It’s the result of thoughtful strategy and a series of small, intentional improvements over time.