Find and fix friction on key pages. Tighten forms and calls to action, match offers to intent on each page, and run a light test plan so more visitors become qualified leads.
In 2014, I completed a seven-month traineeship at CXL, where I learned everything there is to know about conversion optimisation. Since then, I’ve built websites for my own marketing agencies and run experiments across e-commerce and B2B funnels.
One thing I’ve learned is that you don’t need huge amounts of traffic or complex A/B tests to start improving your site. Most B2B websites fail on the basics: structure, clarity, relevance and fixing those makes a big difference.
This playbook gives you a no-nonsense, step-by-step approach to improve your site’s performance. Whether you’re starting from scratch or want to refine what’s already live, you’ll learn how to boost conversions without overcomplicating it.
You don’t need perfect data to make progress. You just need to know what to fix and how to fix it. This guide will help you do exactly that.
Use what you already have. But if you're starting from scratch or want recommendations, these are the tools I use with clients and personally rely on. Consider this a bonus: helpful if you need it, completely optional if you don't.
The books that shaped how I think about growth. Read summaries here, then buy what resonates. Learn from the best thinkers in B2B.
Key concepts and frameworks explained clearly. Quick reference when you need to understand a term, refresh your knowledge, or share with your team.
AIDA maps buyer journey: attention, interest, desire, action, letting marketers craft messages that guide prospects from first glance to paid conversion.
Most B2B marketers are either Random Ricks (trying everything) or Specialist Steves (obsessed with one channel). Generalists run tactics without strategy. Specialists hit channel ceilings. But there's a better way.
Tries everything at once. Posts on LinkedIn, runs ads, tweaks the website, chases referrals. Nothing compounds because nothing's consistent. Growth feels chaotic.
Obsessed with one tactic. 'We just need better ads' or 'SEO will fix everything.' Ignores the rest of the system. One strong engine can't carry a broken machine.
Finds the bottleneck. Fixes that first. Then moves to the next weakest link. Builds a system that's predictable, measurable and doesn't need 80-hour weeks.
Learn how she diagnoses bottlenecks, orchestrates the four engines, and drives predictable growth. Choose if you want to read or watch:
Read how Sarah thinks in 7 short emails.
See how Sarah thinks in 45 minutes.
Tactical playbooks for every stage of this engine. The playbooks are practical guides for tactical stuff. They complement the (paid) growth framework and help you with the tactics.
Find and fix friction on key pages. Tighten forms and calls to action, match offers to intent on each page, and run a light test plan so more visitors become qualified leads.
See playbookKeep leads moving with email workflows that educate and convert. Build sequences that help, not annoy, with clear triggers, goals and data capture that syncs to the CRM.
See playbookSet up funnel tracking that works. Use tag manager and analytics to capture key actions and track what actually drives results across channels, forms and the CRM.
See playbook