Your top salesperson works 24 hours a day, never calls in sick, handles thousands of conversations simultaneously, and you gave them a $3,000 budget and a Squarespace template.
Make it make sense.
The Math Nobody Does
The average B2B company spends $120,000-$180,000 per salesperson annually. Salary, benefits, tools, training, travel. A team of five? That's close to a million dollars a year in human sales infrastructure.
The website that every single one of those prospects visits before, during, and after talking to your sales team? Companies treat it like a digital brochure they update once a year when someone notices the copyright date is wrong.
Here's a number that should keep you up at night: 96% of visitors to your website aren't ready to buy. They're researching. Evaluating. Forming opinions. And your website is either building the case for your sales team or undermining it before they ever get on a call.
The "It Looks Fine" Trap
When I tell founders their website is underperforming, the response is always the same: "It looks fine."
Fine is the enemy. Fine means nobody complains and nobody converts. Fine means your website is a passive participant in your business instead of an active driver.
Your website shouldn't "look fine." It should do specific, measurable things:
- Qualify leads before they talk to a human
- Handle objections your sales team handles in every single call
- Build trust through proof, not promises
- Create urgency without being sleazy about it
- Guide visitors to exactly the right next step for their stage
If your website isn't doing all five, it's a brochure. And brochures don't close deals.
What Your Sales Team Wishes Your Website Did
I talk to a lot of sales teams. Their frustrations are remarkably consistent:
"Leads come in with no idea what we actually do." Your website's messaging is unclear. People are filling out contact forms based on vibes, not understanding.
"I spend the first 20 minutes of every call explaining basics." Your website isn't educating. It's just listing features and hoping for the best.
"Prospects compare us to companies we're nothing like." Your positioning on the website is too vague. You haven't drawn clear lines between yourself and alternatives.
"They were surprised by our pricing." Your website gave no indication of your price range. So prospects anchored to whatever they Googled, and now your salesperson is fighting sticker shock.
Every one of these problems is a website problem, not a sales problem.
The High-Performing Website Framework
1. Lead With the Problem, Not Your Solution
Nobody cares about your solution until they feel understood. Your homepage should articulate your prospect's pain so precisely they think you've been reading their Slack messages.
2. Build a Content Engine
Blog posts, case studies, guides, and tools that demonstrate expertise and capture search traffic. Your website should be generating inbound leads while your sales team sleeps.
3. Create Clear Conversion Paths
Different visitors need different things. A CEO evaluating vendors needs a different path than a manager doing initial research. Map these journeys. Build pages for each one.
4. Invest in Case Studies Like Your Revenue Depends on It
Because it does. Nothing sells like proof. Detailed case studies with real numbers, real challenges, and real outcomes do more heavy lifting than any sales deck ever will.
What "Investing" Actually Means
I'm not saying throw money at flashy animations and parallax scrolling. I'm saying treat your website with the same strategic rigor you apply to hiring a VP of Sales.
Set conversion goals. Measure them weekly. A/B test messaging. Interview visitors who didn't convert. Iterate constantly. Your website is a product, not a project.
The Takeaway
Your website talks to more prospects in a day than your entire sales team talks to in a month. It's your hardest-working employee, your first impression, and your closing argument all in one.
Fund it accordingly. Or keep wondering why your pipeline feels stuck.