Most B2B website projects fail because of one critical misconception: they're approached as design projects when they should be treated as strategic growth infrastructure. 

In this episode, Phil explains why focusing on visuals, animation and aesthetics before strategy leads to missed timelines, blown budgets and websites that fail to generate pipeline. He breaks down the infrastructure approach that successful website projects follow, covering everything from understanding buyer journeys to building for continuous optimisation. 

You'll learn how to set proper success metrics, prioritise requirements correctly and ensure your website project delivers measurable business impact rather than just a pretty new design. 

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