AI is dramatically changing how buyers find and use B2B websites. In this episode, Phil explores how AI overviews and tools like ChatGPT are reducing website traffic whilst simultaneously increasing visitor quality and intent.  

You'll learn the three core strategies for optimising your website in this new era: technical answer engine optimisation, increasing AI citations and mentions, and maximising conversion rates for high-intent visitors. Discover why abandoning your website isn't the answer, and how to adapt your strategy to turn fewer visits into more pipeline. 

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In this episode of Websites Decoded, Phil explores information scent, a critical UX concept that determines whether buyers can find what they need on your website. He explains why clear navigation beats clever branding, how to avoid common mistakes like using internal jargon in key areas, and why buyers abandon websites even when the right information exists. 

You'll learn practical ways to improve information scent across navigation, page titles and form fields, plus how AI is changing what buyers expect from B2B websites. Phil also shares how to use AI tools to test whether your terminology makes sense to your ideal customers. 

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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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Traffic costs are rising whilst volumes fall, and platforms are working harder than ever to keep buyers away from your website. In this episode, Phil explains why B2B marketers can no longer afford poor conversion rates and why traditional CRO approaches don't work for most B2B sites. 

Phil introduces a performance marketing mindset for websites, treating your site like you'd optimise a Google PPC campaign. He explains how to overcome low traffic volumes, why bigger websites don't perform better, and how AI is actually helping us focus on what matters: converting the visitors who do reach your site into high-intent pipeline. 

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In this episode of Websites Decoded, Phil explores how AI search is fundamentally changing B2B website discovery. As ChatGPT, Claude, Perplexity and Google AI Mode become the dominant research tools, traditional SEO approaches are becoming obsolete. 

Phil reveals three critical changes you need to make today: implementing schema markup properly, eliminating hidden content that AI crawlers can't see, and pivoting your content strategy from informational to "infomercial" content that gets your brand mentioned in commercial AI conversations. 

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Your homepage message is the single biggest lever for B2B website performance, yet most businesses get it fundamentally wrong. In this episode, Phil breaks down exactly what messaging is, why it's so challenging to get right, and reveals three critical mistakes that kill conversions. 

You'll discover why trying to appeal to everyone means resonating with no one, learn when your clever strapline is actually hurting you, and understand why your messaging should evolve regularly rather than staying static for years. 

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In this episode, Phil is joined by Amanda McGrath, Blend's Commercial Director, to expose the hidden costs businesses face when choosing CMSs based on upfront savings rather than long-term value. They reveal how companies are spending £100k+ annually just keeping "free" WordPress sites running, whilst being locked into costly agency relationships and constant maintenance cycles.

You'll discover why aiming to lower costs at the outset often maximises expenses later, and learn how to properly assess total cost of ownership before making critical CMS decisions.

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In this episode of Websites Decoded, we look at how AI is already changing B2B websites in three key areas: how they're built, how people find them, and how buyers use them. We explore where AI tools are genuinely helping website teams work faster and where they're still falling short. 

We tackle the discovery challenge many B2B websites face as AI overviews answer more questions without sending traffic to your content. But we also explain why this might actually make your website more important, not less, as buyers who do visit are arriving with higher intent and moving faster toward conversion. 

You'll learn practical insights about using AI in your website creation process, understand why your website still matters even when AI handles research, and discover how to prepare your site for an AI-driven world. 

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In this episode of Websites Decoded, Phil dives into wireframing, one of the most important yet overlooked steps in B2B website design. We break down exactly what wireframes are, why they're essential for successful website projects, and how to create them effectively. 

Phil walks through the complete wireframing process, from initial planning to final hand-off, and address the most common questions and misconceptions about wireframes.  

Perfect for marketing managers, business owners, and anyone involved in B2B website projects who wants to understand why wireframing isn't just a nice-to-have, it's essential for success. 

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In this episode, Phil challenges the widespread impulse to make user experiences unique and different. He explains why this creative urge, while well-intentioned, often undermines the very purpose of good UX design. 

Phil makes the case that effective user experiences should feel instantly familiar, leveraging established patterns that users already understand intuitively. He demonstrates how creativity is still essential to successful digital products, but discusses exactly where that creativity should be applied instead of disrupting navigation and core functionality. 

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