Website Design Fundamentals

most b2b websites are missing a page that could increase growth and demand gen. it's the "why [product]" page. here's why your website needs one (meta, yes): 💡 𝗶𝘁'𝘀 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝗮𝗻𝗼𝘁𝗵𝗲𝗿 𝗳𝗲𝗮𝘁𝘂𝗿𝗲𝘀 𝗹𝗶𝘀𝘁 "why [product]" pages can focus on outcomes and business impact while product pages can show features and functionality product pages say "what we do" - why pages answer "why us over everyone else" 💡 𝗽𝗲𝗿𝗳𝗲𝗰𝘁 𝗳𝗼𝗿 𝗯𝗼𝘁𝘁𝗼𝗺-𝗳𝘂𝗻𝗻𝗲𝗹 𝗽𝗿𝗼𝘀𝗽𝗲𝗰𝘁𝘀  when someone's comparing 3-4 vendors, they don't need another feature list. they need conviction. why pages give you space for: ↳ comparative advantages (intercom's 80% better ai performance vs zendesk) ↳ compelling stats (jamf's 90% reduction in deployment time) ↳ customer proof points that address common concerns 💡 𝗽𝗼𝘄𝗲𝗿𝗳𝘂𝗹 𝗳𝗼𝗿 𝗱𝗲𝗺𝗼𝗻𝘀𝘁𝗿𝗮𝘁𝗶𝗻𝗴 𝗿𝗼𝗶 𝗮𝗻𝗱 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗶𝗺𝗽𝗮𝗰𝘁  frankli's why page includes cost calculators showing €125k attrition costs and €433k disengagement costs. when prospects can see the financial impact of inaction, your solution becomes an obvious investment, not just another expense. 💡 𝗲𝘀𝗽𝗲𝗰𝗶𝗮𝗹𝗹𝘆 𝗽𝗼𝘄𝗲𝗿𝗳𝘂𝗹 𝗳𝗼𝗿 𝗺𝘂𝗹𝘁𝗶-𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀  instead of forcing prospects through separate product pages, consolidate your value story. crowdstrike uses the page as one platform narrative across their multiple products. what makes a "why [product]" page work:  ✓ start with outcome-focused headlines  ✓ use specific, cited metrics (not vague claims)  ✓ include customer quotes that reinforce key differentiators  ✓ structure around 3 core value propositions  ✓ directly address competitor weaknesses and common objections  ✓ add interactive tools like roi calculators to quantify business impact  ✓ showcase customer success stories with specific outcomes the companies crushing pipeline right now aren't just explaining what they do - they're making the case for why they're the obvious choice. your "why [product]" page is where prospects move from "maybe" to "yes." have you seen any other effective “why [product]” pages?

I've audited 100+ B2B SaaS blogs. Most are leaving rankings and revenue on the table not just because of bad content, but also because of bad page structure. No table of contents, no author schema, no TL;DR, no breadcrumbs, no FAQ section. Generic CTAs, broken URL structure, no visible published dates. The content could be incredible, but if the template is wrong, Google can't parse it properly, LLMs can't cite it efficiently, and readers bounce before they get to the good part. So I created this checklist - based on every blog we've designed, redesigned, and migrated for our clients. 17 elements, 5 categories, one template. Structure & on-page SEO: 1. Table of contents (sticky) 2. TL;DR / key takeaways 3. Breadcrumbs 4. Proper heading hierarchy 5. FAQ section Trust & authority: 6. Author card with bio 7. Author schema markup 8. Article schema 9. Customer quote blocks Conversion & engagement: 10. Inline CTAs 11. Related articles 12. Reading time LLM optimization: 13. Comparison tables 14. Loom / video embeds 15. Visible "last updated" date URL structure: 16. Clean URL hierarchy (/blog/article-name/) 17. No dates or numbers in URLs (/top-tools/ not /top-10-tools-2026/) Every element is on the image with a wireframe showing exactly where it goes on the page, no guessing. Your to-dos: 1. Save the image 2. Send it to your UI/UX designer 3. Audit your current blog template against it 4. Implement every missing element 5. Redevelop your blog 6. Watch your rankings and LLM citations improve This isn't a content strategy change. It's a one-time template fix that makes every article you publish from now on perform better. The best content in the world won't save a broken template, so fix the foundation first. P.S. did I miss anything?

Most founders think they need a better-looking website. They don't. They need a website that earns trust, reduces friction, and moves prospects toward a decision. Your homepage isn't a digital brochure. It's the first conversation your business has with every potential customer. If that conversation lacks clarity, credibility, or relevance, visitors leave long before your sales team has a chance to engage. Every high-performing homepage should answer four questions within seconds: • What problem do you solve? • Why should I choose you over the alternatives? • Why should I trust you? • What's the next step? The difference between an average homepage and one that drives business growth isn't more animations or visual effects. It's strategic clarity. The most effective digital experiences aren't built around what a company wants to say. They're built around what customers need to understand before they're ready to act. That's why strategy always comes before screens. Before designing a single interface, I focus on: → Business objectives → Customer psychology → Decision-making behaviour → Trust architecture → Conversion strategy Because great websites don't just look premium. They create premium business outcomes. Design isn't a cost. It's a growth lever—when it's aligned with business strategy. When was the last time you evaluated your homepage as a business asset rather than a design project?

 A Major Shift in Online Search is Coming – Are You Ready? We just dropped a new episode with Christian Watts, and it couldn’t be more timely. If you’re in the travel, tour, or rental space, you need to hear this one. For the last 20 years, online discovery has revolved around search engines like Google. Type in “boat rental in Miami,” scroll through a list of links, and pick what looks best. The top results won. Game over. But AI is rewriting the rules...fast. Consumers will soon rely on conversational AI assistants that act like personal travel agents. Instead of browsing dozens of websites, users will describe exactly what they want, “I’m looking for a dog-friendly pontoon boat in Destin for 6 people this weekend”—and the AI will deliver curated, decision-ready options pulled from OTAs, reseller platforms, and direct operator sites. So, the question is: How do you become one of those options AI recommends? We’re entering a world where it's not just about keywords or backlinks, it's about clarity, completeness, and trust. Based on current trends and what I’ve seen firsthand, here’s what I believe matters most: 1. Trust Signals Will Trump Technical SEO AI agents will prioritize businesses with strong social proof - real reviews, active brand presence, and signals that customers trust you. Think of reviews not just as feedback but as ranking fuel for the new search paradigm. 2. Content Must Be Over-the-Top Helpful It’s no longer enough to say “Dogs allowed on board.” Your website should answer every possible question: What breeds and sizes are permitted? Are there extra fees? Do you provide water bowls or dog life jackets? Include photos of real dogs on your boats. This kind of obsessive detail is exactly what AI thrives on. It helps it confidently match your offering to ultra-specific user requests. 3. Your Site Must Be AI-Friendly Forget flashy animations or bloated load times. Your content needs to be: Fast-loading Mobile-optimized Crawlable and structured (yes, schema markup still matters) If AI agents can’t easily parse your information, you simply won’t be recommended. The next wave of winners in travel and local experiences will be those who prepare now. Think beyond SEO. Think beyond ads. Think about how your digital presence can serve as a crystal-clear answer to someone's hyper-specific question.

“My site looks old…we need a redesign.” That was what Aamir (an agency founder) said to me in our first meeting. Well, I asked him one simple question: “What’s actually not working?” He went quiet. Because deep down… the problem wasn’t how the site looked. ➔ It was that signups were dropping. ➔ Leads were slowing down. ➔ And his team couldn’t track anything properly. But like many founders, he assumed a fresh visual refresh would magically solve everything. That’s where most redesign decisions fall apart they’re based on appearance, not performance. If you ever feel unsure whether your website actually needs a redesign… here are the 6 clear signals that tell you it’s time to rework things strategically (not cosmetically): 𝟭) 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻𝘀 𝗮𝗿𝗲 𝗱𝗿𝗼𝗽𝗽𝗶𝗻𝗴 𝗲𝘃𝗲𝗻 𝘄𝗵𝗲𝗻 𝘁𝗿𝗮𝗳𝗳𝗶𝗰 𝗶𝘀 𝘀𝘁𝗮𝗯𝗹𝗲 ➔ When traffic increases but leads/sales don’t, the issue is messaging, flow, or UX. ➔ Your CTA may not match user intent anymore. ➔ Visitors reach the site but the site doesn’t guide them. 𝟮) 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗾𝘂𝗮𝗹𝗶𝘁𝘆 𝗶𝘀 𝗹𝗼𝘄 ➔ High bounce rate on key pages signals confusion or misalignment. ➔ Low scroll depth = weak hero messaging or slow load. ➔ Important pages don’t hold attention 𝟯) 𝗠𝗼𝗯𝗶𝗹𝗲 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗶𝘀 𝗹𝗼𝘀𝗶𝗻𝗴 𝘆𝗼𝘂 𝘂𝘀𝗲𝗿𝘀 ➔ Mobile may be 60–80% of your traffic but often converts 40–60% lower. ➔ Cluttered layouts, small tap targets, and heavy scripts hurt mobile UX. ➔ Pages load slow on non-WiFi connections 𝟰) 𝗬𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱 𝗼𝗿 𝗼𝗳𝗳𝗲𝗿 𝗲𝘃𝗼𝗹𝘃𝗲𝗱 𝗯𝘂𝘁 𝘆𝗼𝘂𝗿 ���𝗶𝘁𝗲 𝗱𝗶𝗱𝗻’𝘁 ➔ Your current positioning isn’t reflected in the hero section. ➔ Your strongest product/service isn’t front and center. ➔ Outdated messaging breaks trust faster than outdated design. 𝟱) 𝗧𝗲𝗰𝗵𝗻𝗶𝗰𝗮𝗹 𝗱𝗲𝗯𝘁 𝗶𝘀 𝗽𝗶𝗹𝗶𝗻𝗴 𝘂𝗽 ➔ Slow speeds, poor Core Web Vitals, and script overload affect SEO + conversions. ➔ New pages are added without structure, causing clutter. ➔ If fixing one issue breaks another, it’s a sign the foundation needs rebuilding. 𝟲) 𝗬𝗼𝘂’𝗿𝗲 𝗳𝗹𝘆𝗶𝗻𝗴 𝗯𝗹𝗶𝗻𝗱 𝗱𝘂𝗲 𝘁𝗼 𝘄𝗲𝗮𝗸 𝗮𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 ➔ No reliable tracking = no reliable decisions. ➔ Missing funnels, unclear attribution, outdated pixels…all block growth. ➔ If you can’t see where users drop, you can’t fix the experience. A simple rule of thumb: If 3 or more of these are true, your website doesn’t need a “fresh look.” It needs a strategic redesign that fixes the foundation first then focuses on aesthetics. And if you’re a founder trying to figure out whether your website needs a redesign, start with these signals first. They’ll tell you far more than opinions, trends, or “your site looks outdated” comments ever will. A clear website isn’t just better design it’s better direction.

If your website looks good but does nothing, design is not the problem. The distinction is simple: A strategic website asks: “Where is the user in their decision journey, and what do they need next?” A pretty website asks: “Does this look nice?” Strategy drives action. Aesthetics drive comfort. Most websites confuse visuals with effectiveness: They focus on Awareness only They dump everything on one page They skip trust-building They rush the CTA They forget retention entirely Traffic comes in. Users scroll. Nothing happens. That’s not a funnel. That’s a brochure. Here’s how real websites work: Awareness brings attention Interest builds curiosity Consideration earns trust Conversion makes action obvious Retention creates long-term value Each stage has a job. Each page has a role. Real website example: The homepage attracts and positions. Service pages educate and remove doubt. Case studies reduce risk. CTAs guide the next step. Resources bring users back. Clear. Intentional. Structured. That’s how websites convert without forcing anything. The process behind it: Design for user intent, not trends Match pages to funnel stages Remove friction before asking for action Build trust before asking for commitment Optimize for return visits, not just clicks When you get this right: ✓ Users understand you faster ✓ Trust builds naturally ✓ Conversions improve ✓ Retention becomes easier ✓ Your website works even when you are offline Ignore it, and you get: ❌ Traffic with no results ❌ Confused users ❌ Low-quality leads ❌ Constant redesigns ❌ “The website looks good, but…” conversations The uncomfortable truth: Websites that convert are planned, not decorated. Stop designing pages. Start designing funnels. Structure wins. Clarity converts. P.S. If your website is not mapped to funnel stages, you are asking users to decide without guidance. And users rarely make their own decisions.

Industrial buyers are skeptics. Earn their trust or lose the lead. I've audited hundreds of industrial websites, and I keep seeing the same conversion killers: missing trust elements that cost companies serious leads. Here's what your industrial homepage absolutely needs to convert visitors into leads: → Industry certifications and compliance badges → Download center for technical documentation → Contact information visible on every section → Industry experience indicators (years, projects) → Emergency service availability (if applicable) → Technical specifications and capabilities → Clear value proposition above the fold → Project portfolio with real results → Client logos and testimonials → Quality certifications (ISO, etc.) Pro Tips: → Place trust elements strategically near call to actions → Update case studies quarterly to show recent success → Include equipment lists and facility photos Your industrial homepage isn’t meant to sit there passively. It's your most powerful lead generation asset. Building trust means showing, not telling. 2025 is your year to optimize. --- Follow Michael Cleary 🏳️🌈 for more tips like this. ♻️ Share with someone losing leads on their industrial site.

I see this mistake all the time: Business owners decide to "redesign" their website… And they only focus on making it look prettier. But here's the problem ↓ A redesign that ignores strategy leads to the same results as before: → Visitors leave too soon → Goals aren't clear → The website doesn't drive business A successful redesign isn't just about looks. It's about building a website that actually works for your business. 𝗕𝗲𝗳𝗼𝗿𝗲 𝘆𝗼𝘂 𝘀𝘁𝗮𝗿𝘁, 𝗰𝗵𝗲𝗰𝗸 𝗼𝗳𝗳 𝘁𝗵𝗲𝘀𝗲 17 𝗲𝘀𝘀𝗲𝗻𝘁𝗶𝗮𝗹𝘀 👇 1. Likes/Dislikes – note what works and what doesn’t 2. Missing Parts – identify what’s lacking 3. Most Viewed Content – keep popular pages visible 4. Primary Goal – focus on one main purpose 5. Secondary Goal – align extras with your main goal 6. Budget – set clear spending limits 7. Job – agency or freelancers? Decide now 8. Brand – define your unique message 9. Messaging Changes – clarify your story 10. First Impression – wow visitors instantly 11. Buyer Persona – know your ideal customer 12. New Audiences – plan for future groups 13. Branding – match your audience 14. Top Competitors – study the market 15. Favorite Websites – learn from the best 16. Keywords – research for ranking 17. Technical Capabilities – plan upkeep needs ↯ When you redesign with this checklist, you don’t just get a nicer website. You get a website that 𝗰𝗼𝗻𝘃𝗲𝗿𝘁𝘀, 𝗮𝘁𝘁𝗿𝗮𝗰𝘁𝘀, 𝗮𝗻𝗱 𝗴𝗿𝗼𝘄𝘀 𝘆𝗼𝘂𝗿 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀. P.S. From these points which one we can't ignore at any cost? If you are thinking about a redesign, I'd love to help. 👉 DM me and let's connect. Happy Sunday Funday 🎉 😉

FULL SITE REDESIGNS ARE A DISASTER WAITING TO HAPPEN. Quick fix on how to avoid it: STEP 1: UNDERSTAND THE BASELINE You never launch a brand new site overnight. You test your way there. If you're doing $100K+/month, you have enough data to do this properly. If you're not there yet, hold off. Smaller brands should wait until they hit that threshold. Otherwise, you're just guessing. STEP 2: RECOGNIZE THE ATTRIBUTION NIGHTMARE If you change 50 things at once, you have no idea which ones worked. You'd never run paid ads without tracking what's converting, so why the hell would you treat your entire website any differently? Zero attribution = zero learning = flying blind. STEP 3: YOUR AD ACCOUNT WILL CRATER This is the part that hurts. New site = new branding = your pixel data is basically worthless now. All those ads optimized to your old site are back in the learning phase. Every single brand I've seen do this watched their ad performance fall off a cliff. STEP 4: “WINNING” STILL LEAVES YOU SCREWED Let's say by some miracle your new site converts 20% better than before. Cool. Now what? You have zero insight into what worked. No learning or direction for what to test next. You don't know if it was the new hero image, layout, copy, or checkout flow. You got lucky, but you learned nothing, and luck doesn't compound. STEP 5: PAGE-BY-PAGE METHOD When someone insists on a redesign, the actual move is: - Roll it out one page at a time - Test old vs. new with URL redirects - Only keep what actually performs better - Apply those wins across other pages This way, you're learning with every single change, and you can replicate it. STEP 6: GET THE “NEW” FEEL WITHOUT THE RISK You don't need a full rebuild to make a site feel fresh. Run big multi-variate tests: swap out hero images, headlines, layouts. One new photo above the fold can make the whole site feel transformed. People think redesigns take forever, but a few strategic changes can give you that “brand new” energy without burning everything down. STEP 7: REMEMBER THE DOWNSIDE OUTWEIGHS THE UPSIDE The risk of a full site rebuild is way bigger than whatever upside you think you're gonna get. Test your way to a new site, page by page, learning as you go. That's how you redesign without destroying your business in the process.

10 Biggest Content Gaps I Often Find on Competitor Sites ↳ and how to turn them into opportunities. Most businesses don’t fail because of “low effort.” They fail because they keep publishing content that misses the mark. After auditing 1000+ websites, I’ve noticed the same blind spots again and again. The stuff that silently blocks traffic, rankings, and conversions. Here are the 10 biggest gaps I find (and how to fix them): 1. Missing Top-of-Funnel Content ↳ Educate early-stage buyers with guides & explainers. 2. Weak Keyword Coverage ↳ Target clusters, not just “obvious” head terms. 3. Lack of Search Intent Alignment ↳ Map content to real user intent. 4. Thin or Shallow Content ↳ Add depth, insights, and authority. 5. Missing Internal Linking ↳ Build contextual links to spread authority. 6. Weak E-E-A-T Signals ↳ Show expertise, trust, and credibility. 7. Skipping Multimedia ↳ Use video, visuals & infographics to engage. 8. Ignoring Content Refresh ↳ Update and repurpose older assets. 9. Gaps in Conversion Content ↳ Add CTAs, case studies, and bottom-funnel assets. 10. Missing Structured Data & Hubs ↳ Use schema & build content pillars. SEO isn’t just about producing content. It’s about producing the right content that builds trust, authority, and conversions. That’s it for today. -------------------------------- Share this with your network. ♻️ Bye and have a productive week ahead! 👋 P.S. Publishing content but not seeing results? DM me “GAPS” and I’ll share the exact roadmap to turn it into traffic, leads, and revenue.