Websites Decoded: Website Design, SEO, UX, Conversion Optimisation & More – Details, episodes & analysis

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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