3 Reasons Why Your Website is Not the Problem.

I hear this all the time: “Our website sucks.” “It’s embarrassing—I don’t even want to send people there.” “We need to redesign it."

But blaming your website for its poor performance is like blaming your TV because you don’t like what’s on it. The problem isn’t the screen—it’s the content.

Many B2B brands assume that a website redesign will fix their brand marketing challenges. And sure, a new site might look better, but if the underlying strategic issues aren’t addressed, it’s just a better-looking version of the same problem.

So before you bring in designers and developers, let’s talk about the real reasons your website isn’t working the way you want it to.

1. Your messaging isn't clear (And It’s Costing You)

A newly designed website won’t fix a confusing, generic, or overly technical messaging. If your ideal prospects can't understand what you do, why you’re different, or how you solve their problem, no amount of redesign will help.

Fix This Instead:

• Clarify your positioning—what’s the real pain you solve?
• Simplify your messaging—ditch the jargon and focus on what matters to your prospects.
• Ensure your story comes from their point of view—not just a list of your products and capabilities.

Your audience isn’t waiting for a prettier website. They’re waiting for a story that makes them say, “Holy Sh*t, this is exactly what we need.”

"Nobody will listen to you if your message isn’t clear, no matter how expensive your marketing material may be.” — Donald Miller, Storybrand

2. You're attracting the wrong audience

If the wrong people are coming to your site (or worse—no one at all), your issue isn’t the website itself. It’s your strategy. No amount of design tweaks will change that.

Fix This Instead:

• Focus on your ideal prospects—are you targeting the right ones?
• Strengthen your demand generation—are you consistently driving high-quality traffic through content marketing, and strategic campaigns?
• Align marketing & sales—if sales keeps saying "These leads aren’t a fit," you’ve got a bigger issue than your website.

A website is only as effective as the strategy bringing people to it. No traffic = no results.

3. You're not guiding visitors to take action

Imagine finally finding a show you do like, only to realize it’s impossible to figure out how to watch the next episode. That’s what happens when your website lacks a clear conversion strategy.

Fix This Instead:

• Audit your CTAs (Calls to Actions)—are they clear, valuable, and aligned with your buyer’s journey?
• Create a logical path—does your website structure guide visitors or does it leave them stranded?
• Offer multiple ways to engage—some want a demo, others need to dig deeper. Give them options.

A website’s job isn’t just to look good—it’s to move people towards a decision. If it’s not doing that, a redesign isn’t the solution. A smarter conversion strategy is.

Do you need a new website?

Possibly. But before you jump to a redesign, fix the underlying issues. Otherwise you'll end up with a better-looking version of the same problems.

Just like the TV, good marketing is about what's on the screen and not just the screen itself.

Sláinte, ???

Eric

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Three ways I can help your B2B brand:

1. Reality Check: Get a fresh perspective on how your brand is really seen.—using existing resources like sales materials, website, and any available customer interactions.?
2. Message Framing:?Clarify your story. Highlight your value. Stand out and get noticed.
3. Website Reframing:?Turn your website into a lead-generation machine—without starting from scratch.

Not sure where to start? Let’s figure it out together:?Book a free consultation.