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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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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In this episode, Phil uncovers the truth about website friction that most marketers miss. While the standard advice is to remove as much friction as possible, Phil explains when deliberately adding friction to your website can lead to better business results. 

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Phil discusses the evolving role of SEO in a landscape where AI search tools increasingly provide answers directly to users, potentially bypassing your website altogether. 

Phil explores whether traditional SEO investments still deliver meaningful returns and identifies which optimisation strategies remain effective despite these changes. Learn how to adapt your content approach to work alongside AI rather than compete with it, and discover techniques to ensure your business remains visible in search. 

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Mobile-first design is often pushed by marketers and SEO experts as the best way to build websites. But in this episode, Phil explains why starting with mobile for your B2B website can actually hurt the results that actually matter. 

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Website trends come and go, but user expectations for intuitive experiences remain constant. Sometimes what's trendy directly conflicts with what actually works for your visitors. 

In this episode, Phil identifies the current website design trends that might be hurting your results rather than helping them. 

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Think you know how people read your website? The reality might surprise you. Understanding actual user reading patterns is essential for creating websites that truly connect and convert. 

In this eye-opening episode of Websites Decoded, Phil explores the science behind how visitors actually consume content on websites, and it's probably not what you expect. Drawing from established research, he reveals the patterns that determine whether your carefully crafted content gets read or ignored. 

More importantly, he provides practical design and content strategies you can implement immediately to align with these natural reading patterns, significantly improving engagement and conversion rates. 

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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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Wondering how long your website redesign will truly take? Before jumping into your next website project, understanding the realistic timeline is crucial for proper planning and execution. 

In this episode of Websites Decoded, Phil breaks down the entire website redesign process, revealing the typical duration of each project phase from discovery to launch. He provides insight into realistic timelines for different website complexities and identifies the critical path milestones that determine your project schedule. 

Phil also identifies the factors that most frequently delay website projects and provides practical strategies to keep your redesign on track. 

Whether you're planning your first redesign, or you've been burned by timeline issues before, this episode gives you the insider knowledge to plan effectively and maintain momentum throughout your website project. 

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Simply having a pricing page isn't enough anymore. Today's B2B customers expect pricing pages that clearly communicate value and make complex decisions easier. In this episode, Phil explores how to create killer pricing pages that improve both user experience and conversion rates. 

This practical discussion covers: 

• Why just having a pricing page is no longer sufficient 
• The UX challenges specific to B2B pricing pages 
• How to present information clearly to get conversions 
• Strategies for presenting complex offerings in a user-friendly way 
• Common pitfalls to avoid 

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Struggling to decide where to spend your website budget?  

Many businesses waste resources on flashy features that don't deliver results.  

In this episode, we reveal the smart way to allocate your website investment, showing you exactly where to focus your budget for maximum impact.  

Learn the proven priorities that drive real business results and avoid costly mistakes that can drain your resources without delivering returns. 

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Want to know what really drives your marketing success?  

In this episode, Phil explores self-reported attribution – a powerful measurement tool that reveals how customers actually find your business.  

Learn why adding this crucial feedback mechanism to your website can transform your understanding of customer behaviour and help you make smarter marketing decisions. 

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Website auditing is a necessary process in order to ensure that your website is hitting your objectives as a business. But what data should you be focusing on to optimise your website for success?

In this episode, Phil discusses the pillars of website auditing and how this data can be used to improve your website for both search engines and your users.

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Many businesses use heatmapping software like Hotjar, MS Clarity etc. To reveal activity on their website. But many businesses struggle to use this data in a meaningful way, often just having the tools for the sake of it. 

In this episode, Phil discusses what data is useful to look at from heatmapping tools and how you can use the data to make positive changes on your website. 

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A split funnel analysis can tell you a lot about the effectiveness of your demand generation efforts, but it’s not usually part of the website analysis conversation. 

In this episode of Websites Decoded, Phil explains what a split funnel analysis is and why it’s so important for revealing the true value of success of your website. 

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Traffic to B2B websites can come from many sources, but which ones actually bring visitors who convert? In this episode, Phil reveals the traffic sources that matter most and how to find the best ones for your business.

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Website speed matters - but how much time and resources should you really invest in it? 

In this episode, Phil cuts through the noise to explain when speed improvements are worth pursuing and when other website elements deserve more attention.

Learn what "fast enough" really means for your site, and why obsessing over speed metrics might be holding you back from more important improvements.

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Knowing exactly when to redesign your website can be tricky to pin down.  

In this episode, Phil explores the key events and changes that should trigger a website redesign, from business growth to shifting customer needs.  

Learn how to spot the right moment for your business and understand what signals indicate it's time for a meaningful update. While gradual improvements have their place, discover when a more comprehensive redesign makes strategic sense.

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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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Many businesses don't realise just how much their website impacts their growth potential.

In this episode, Phil digs into why companies often undervalue their websites, and shares key insights on how to make sure yours gets the attention and investment it deserves. Learn what your website could be doing for your business and why it matters now more than ever. 

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After reviewing 500+ websites at INBOUND, Phil reveals what actually works in modern web design - and what desperately needs to change.  

From standout success stories to painfully common mistakes, this episode unpacks the patterns that separate high-converting websites from those driving visitors away. Whether you're planning a redesign or just want to avoid costly mistakes, get ready for a look at the most common mistakes businesses are making right now. 

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Many businesses waste time and money on website pages their buyers rarely use or care about. Surprisingly, there are only three essential pages every B2B website truly needs. Any additional pages should be carefully considered based on your specific business goals.

In this episode of Websites Decoded, Phil reveals these three crucial pages and explains their importance. He then discusses other valuable, but optional, pages that businesses should consider adding to their websites. 

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Is removing old blog posts and web pages truly a secret to improving your website's SEO? While this practice is often touted as a quick fix for improving search rankings, its effectiveness for B2B websites may not be as clear-cut as you think. 

In this eye-opening episode of Websites Decoded, host Phil dives deep into the controversial topic of content pruning.

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Website speed matters a lot. It affects how well your site ranks in search results and how people feel when using it. A slow website can hurt your search rankings and annoy visitors, which could mean losing potential customers. 

In this episode of Websites Decoded, Phil discusses the most common things that slow down B2B websites and shares how to fix them.

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Generating consistent, high-quality traffic to your B2B website is crucial for driving business growth. After all, if buyers can't find and discover your website, how can they learn about your offering and become customers? 

In this episode of Websites Decoded, Phil shares tactical ways to generate more high-quality traffic to your B2B website. 

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While the promise of quick and easy page creation is highly attractive, especially for marketers, these tools can quickly lead to inconsistent and disjointed websites if not used carefully. 

In this episode, Phil explores how the freedom of drag-and-drop editing can be a double-edged sword, making it difficult to maintain branding, design standards, and a cohesive user experience across a website.
 
Phil recommends an approach that balances drag-and-drop capabilities with some thoughtful constraints can allow for flexibility in building pages, while still ensuring a polished, consistent look and feel.

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Many businesses gate key pieces of content on their website to generate leads. But this increasingly outdated method is failing due to significant shifts in buyer behaviour and preferences. 

In this episode of Websites Decoded, Phil explores the risks associated with gated content and reveals how a completely ungated approach to your website's content can positively transform your marketing efforts.  

Learn why removing barriers might be the secret to reaching and engaging your audience more effectively.

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An effective B2B website should consistently generate valuable pipeline for the business. Yet many companies struggle to optimise their sites for this crucial role.

In this episode, Phil shares seven proven tactics to transform your website into a powerful pipeline engine. 

Whether you're looking to fine-tune your current site or overhaul your web strategy, these quick-fire tips will help you tap into your website's full potential as a key driver of business success.

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Is your website effectively turning visitors into leads?  

In this episode of Websites Decoded, Phil breaks down the essentials of measuring your site's conversion rate. He introduces advanced metrics like high-intent leads, offering a clearer picture of your website's impact on your business. 

He also provides actionable strategies to improve your website's performance, helping you convert more visitors into valuable leads.

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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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In this episode of Websites Decoded, Phil tackles the challenge of building an effective B2B website on a limited budget. He offers practical strategies for businesses needing a demand-generating website despite financial constraints.

Phil covers: 

• Setting priorities for your website when funds are tight 
• Smart ways to constrain scope and size without compromising effectiveness 
• How to think about website strategy 
• Balancing efforts in copywriting, design, and development on a budget 
• Choosing between templated themes and custom designs 

Additionally, Phil cautions against "budget-friendly" solutions that promise unrealistic results. Discover how to allocate your limited funds wisely, focusing on elements that truly drive your B2B website's performance and support your business goals. 

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Welcome to Site Submissions!

In this series, we explore your websites and their demand generation potential.

We'll break down your messaging, design, user experience (UX), and functionality, highlighting what works and what could be improved.

Phil, with over 13 years of real-world experience in B2B websites, will give you practical recommendations based on research and experience.

In this Site Submissions episode, Phil takes a close look at the Bitlog website.

 

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Have you invested in upgrading your website?  

It's essential to understand the return on that investment. In this episode of Websites Decoded, Phil reveals the critical metrics you need to analyze to track your site's performance after making changes. 

He introduces one simple yet powerful metric that could be the cornerstone of your website's commercial success. Whether you're a business owner or a marketer, this episode will equip you with the knowledge to ensure your web investments pay off. 
 

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Your product pages are critical. Visitors use them to research whether your product is worth buying or not. So, your pages must convey the right information that convinces your prospects that your product is worth investing in.

In this episode of Websites Decoded, Phil covers the key elements of effective product page design that will engage and convert visitors.

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Your website is a crucial part of your business, yet many companies fail to invest enough in it. If your website can't convert interested visitors into customers, you're essentially wasting the marketing efforts and money spent on driving traffic to an underperforming website. 

In this episode of Websites Decoded, Phil discusses the importance of allocating a higher portion of your marketing budget towards your company's website to drive better results. He explores how much more businesses should realistically invest in their websites to maximise their impact. 

Tune in to understand why your website plays a vital role in converting website visitors into paying customers, and how dedicating the proper level of investment can substantially boost your website's performance, sales, and overall business growth. 

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When it comes to B2B websites loaded with complex product details, resources, case studies and more, having an intuitive content structure is make or break. In this episode, host Phil sits down with website strategy expert Jasmine Ojbro to discuss the crucial role of information architecture (IA). 

They'll define what IA actually is and why it's so vital for delivering a seamless user experience - something that can easily get muddled on content-heavy B2B sites. Jasmine differentiates IA from a simple sitemap, providing tangible examples of companies that nailed their IA to help visitors effortlessly find what they need. Whether you're building a new site or reorganising existing content, tune in for an insightful master-class on leveraging IA to improve user experience. 

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Creating a seamless and intuitive user experience (UX) is crucial for the success of any B2B website. But businesses often fall into the trap of prioritizing internal objectives over their users' needs, resulting in frustrating UX mistakes that can severely impact conversion rates.  

Join host Phil and Blend's website strategist, Jasmine Ojbro, as they dive deep into the biggest UX pitfalls that plague modern websites on this insightful episode of Websites Decoded. 

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Are there quick fixes you can make to boost your website's performance immediately? Or does it need a complete overhaul to truly thrive long-term? This episode of Websites Decoded tackles both angles. 

Phil first guides you through the low-hanging fruit - those easy tweaks and changes that can deliver quick wins and short-term improvements to your site's performance.

He then breaks down when it's time to take the long-view and invest in a full website redesign or rebuild. You'll learn the telltale signs that band-aid fixes won't be enough and a comprehensive overhaul is required for sustained success.

By the end, you'll understand how to identify opportunities for quick optimisation as well as when to pursue an in-depth revamp. 

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The role of blogs extends far beyond just acquiring traffic through search engines. 

A well-executed blog can be pivotal to the overall commercial success of a B2B website. 

While most B2B companies have a blog and have tried blogging at some point, few truly use it in a way that maximises benefits for their website's performance. 

If you've been wondering what the purpose of your blog should be and how to use it most effectively to drive better outcomes for your business website, this episode of Websites Decoded breaks it down. Phil dives deep into the strategic role blogs can play and shares actionable tips on getting the most value out of your B2B blogging efforts.

Whether you're just getting started with blogging or have been at it for years, this is a must-listen episode for unlocking the full potential of your blog as an engine for B2B website growth and revenue generation.

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Animation has become popular in B2B website design, offering businesses a way to create unique visuals that help them stand out. But excessive or flashy animation can pose fundamental issues, potentially harming user experience and conversion rates. 

In this episode of Websites Decoded, Phil explores the proven risks that certain types of animation can have on website UX and highlights what to avoid. He also discusses strategies for leveraging animation to enhance user engagement without compromising the overall experience. 

If your website currently incorporates animation, listening to this episode may prompt you to reevaluate your approach. Gain insights on striking the right balance between visually appealing elements and a seamless user journey. 

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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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Video is a powerful tool, but it's often misused on websites. Different types of videos serve different purposes in the customer journey, and each needs to be used correctly.

In this episode of Websites Decoded, Phil discusses the best practices for using video on your website to improve user experience and engagement.

Whether you're new to video or want to optimise its use on your website, this episode provides actionable tips. Learn how to leverage the right video content at the right time to boost engagement, conversions, and overall website performance.

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Striking the right balance between creativity and proven user experience (UX) best practices is the key to driving results. But achieving this balance is one of the biggest challenges in web design. 

You need your website to be creative to drive engagement and create a memorable experience. Yet you also need to ensure the user experience is optimised to generate conversions and meet business objectives. 

In this episode of Websites Decoded, Phil explores how much creativity is too much, and shares strategies for blending innovation with UX fundamentals for true website success. 

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Calls to action (CTAs) are a critical element on any B2B website. They play a pivotal role in guiding buyers through the conversion funnel, from landing on your site to completing a desired action.  

Unfortunately, CTAs are often misused, resulting in suboptimal performance. Common issues include: 

• Placing CTAs in the wrong locations on the page 
• Using ineffective or generic CTA language 
• Overmeasuring the minor things and under measuring the key things 
• Failing to strategically deploy CTAs throughout the user journey 

In this episode, Phil explores the various types of website CTAs and shares best practices for leveraging them to drive meaningful action and conversion on your B2B site.  

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Click here to submit your website for review.

Welcome to Site Submissions!

In this series, we explore your websites and their demand generation potential. 

We'll break down your messaging, design, user experience (UX), and functionality, highlighting what works and what could be improved. 

Phil, with over 13 years of real-world experience in B2B websites, will give you practical recommendations based on research and experience. 

In this Site Submissions episode, we're taking a close look at the www.flowforma.com website. 

Watch the video to see our analysis.

00:00 Intro
00:28 Homepage hero
06:18 Homepage sections
11:25 Footer
15:03 Navigation
18:46 Product page
24:50 Blog
31:55 Resources
33:54 Free trial page
36:12 Summary

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