Websites Decoded: Website Design, SEO, UX, Conversion Optimisation & More

In this episode of Websites Decoded, Phil explores why the demo request is the single most valuable conversion your B2B website can generate — and why so few businesses are optimising for it.

Phil reveals the staggering difference in pipeline performance between high-intent and low-intent leads, and what that means for your website strategy. You'll learn how to optimise the full demo request journey — from demand creation and discoverability, through to on-site experience and post-conversion follow-up.

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In this episode, Phil challenges the instinct to put resource centres and content hubs front and centre on your B2B website. He explains why this common approach, however well-intentioned, often works against your pipeline goals by pulling buyers away from the commercial content that drives conversions.

Phil introduces two simple models to help you rethink your website's structure and prioritisation, so your content works harder without getting in the way. 

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New marketing leaders often inherit websites that hold back business growth. Your instinct to redesign immediately is understandable, but rushing into a full redesign without the right groundwork guarantees expensive failure. In this episode, Phil reveals the critical work that must happen before you touch design or development.  

Learn why data analysis, positioning clarity, and go-to-market strategy alignment aren't optional extras; they're the foundation everything else builds on. Discover the specific inputs you need from your organisation, how to brief your website partners effectively, and why getting strategy right transforms your results. 

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Interactive demos feel modern and buyer-friendly, but do they actually outperform traditional "book a demo" CTAs? In this episode, Phil examines the real conversion data behind both approaches and reveals why interactive trials often underperform despite their appeal.

You'll learn when interactive demos genuinely add value versus when they simply cannibalise higher-quality pipeline. Phil explains how to deploy these tools strategically to increase demo quality and quantity rather than replacing what already works. Essential listening before you swap out your commercial CTAs.

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In this episode of Websites Decoded, Phil tackles one of B2B websites' most persistent navigation problems: audience-based menus. While it seems logical to segment content by industry, role, or use case, Phil explains why this approach creates confusion and reduces engagement. 

Buyers don't visit your website to learn about their own industry – they're there to solve problems. Forcing them to self-identify adds unnecessary friction to their journey. Phil shares research showing audience navigation receives as little as 6% of clicks and offers practical alternatives, including strategies for multi-audience websites that serve different customer groups without compromising user experience.

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In this episode of Websites Decoded, Phil challenges the conventional wisdom around conversion rate optimisation. He explains why optimising for lead volume often damages business results rather than improving them, and reveals the metric you should actually be measuring. 

You'll learn why fewer, higher-quality conversions typically outperform high-volume lead generation, and how to align your website strategy with genuine business outcomes like pipeline and revenue. 

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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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