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.
Visual site builder with CMS and clean code export, powerful for marketing teams that want speed and control.
Landing page builder with A B testing and dynamic text, solid for paid traffic when you need fast iteration.
Landing page builder with fast templates, A B testing and collaboration, ideal for campaign pages at speed.
Landing page and lead capture tool with templates and easy forms, aimed at quick campaign launches.
On site promotions and forms that help capture leads and run offers with targeting and design control.
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.
Topic
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Map the buyer journey from attention to action, crafting messages that guide prospects through each stage to conversion.
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Craft clear, compelling prompts that drive specific user actions across platforms, from clicking through to converting.
Topic
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Map every touchpoint from initial awareness to repeat purchase, creating seamless experiences that guide prospects toward conversion.
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Visualise user behaviour through colour-coded overlays showing clicks, scrolls, and mouse movement, exposing hidden friction points.
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Structure your pricing, deliverables, and guarantee into a compelling proposition that makes buying decisions easier and more confident.
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Match your messaging to prospects' current awareness level—from problem-unaware to solution-aware—to speak directly to their mental state.
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:
Get practical frameworks delivered daily. Seven short emails explain how Sarah diagnoses bottlenecks, orchestrates the four engines, and builds systems that compound.
Free 45-minute video module from the full course. Watch how to diagnose your growth bottleneck and see exactly what the course platform looks like.
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.
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Set 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.
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