How to build a website the pre-sells for an SLG B2B SaaS product
What if your website both answered pre-qualifying questions that your prospects research when they build their shortlists — and helped you build a strong case for choosing your product?
For sales-led B2B SaaS, the starting point is making sure that the website is actually with what their prospects are looking for — whether they’re relying on AI search or not.
Sales-led B2B SaaS startups: is your website’s job to convert — or to get you on the shortlist?
If you’re not one of the incumbent solutions in your industry, the deck is already stacked against you. Trying to follow CRO tips designed for PLG only means you make it harder for your prospects to justify getting on a demo with your sales team. See what to do instead.
How to get the most out of every Wynter messaging test you run
Wynter puts your pages in front of people who match your ideal customer persona and guides them through a set of questions that help you understand what’s missing on the page, which messages resonate (or not), and even figure out whether you’re talking to the right audience. In this guide, I walk you through my process for setting up Wynter tests and analyzing panelists’ responses to improve website conversions for B2B SaaS startups.
![[S2E6] How to build a content ecosystem to convert and support users](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1750284561646-AA8WDFHRFZ32GQO5GI51/S2E6+Podcast+Cover+visuals.png)
[S2E6] How to build a content ecosystem to convert and support users
Content and copy are frequently treated as separate skillsets, and sometimes content gets broken down even further by channel, fragmenting messaging and making it hard to align on how to talk about the brand, the product, and its benefits.
But what if instead we treated all of the content, from ads to knowledge base articles, as one ecosystem?
This is how Erika Kramarik and Daniel Prindii approach this task in their work. In our conversation, they’ll take us behind the scenes of helping Omnivore (now acquired and shut down) go from speaking predominantly to early adopters start attracting, converting, and retaining early majority users.
![[S2E4] How to: message testing on a budget](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1744221834434-TF0URFQBJNYQPPMKQNHK/alex_atkins_cover_image.png)
[S2E4] How to: message testing on a budget
Alex Atkins, VP of Marketing at Sturdy, walks us through the process of continuously optimizing the homepage variations by combining message testing, reaching out to target ICPs for feedback, and (sometimes) asking for help.
In this episode:
How Sturdy messaging changed with the rise of "AI-powered" messaging everywhere
How Alex combined outreach and running messaging test
His approach to increasing messaging stickiness without sacrificing clarity
![[S2E3] How to: positioning](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1742493000706-NG82ZT4YFEM2AFCDG03N/S2E3_Josh+Garofalo_COver+Image.png)
[S2E3] How to: positioning
Before you start building a category of one (please don’t), listen to this conversation about positioning against incumbents. It’ll save you a lot of sweat and tears.
In this episode:
How B2B buyers think about shopping (hint: they don’t think it’s fun)
What startups can do to go against “big guys” and win
Examples of great positioning in the wild
You’re Doing
Growth
Wrong
For startup founders and marketers tired of learning about growth the hard way
![[S2E5] Practical Guide to Wynter Messaging Tests](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1747226672649-1AU6KQD4RIGSNSIIQLGW/Solo_episode_cover.png)
![[S2E2] How to find winning angles for your competitor pages](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1740671619617-YYWZU1UAQOHY3RDFNTIC/YDGW_S2E2.png)
![[S2E1] How to make research (like JTBD) a part of your company’s business processes with Eric White, ponder*](https://images.squarespace-cdn.com/content/v1/510fa084e4b060f86e73735a/1739463855416-52VCO2K3A62DVPIX2OWX/Eric_White_Cover_Image.png)
Content and copy are frequently treated as separate skillsets, and sometimes content gets broken down even further by channel, fragmenting messaging and making it hard to align on how to talk about the brand, the product, and its benefits.
But what if instead we treated all of the content, from ads to knowledge base articles, as one ecosystem?
This is how Erika Kramarik and Daniel Prindii approach this task in their work. In our conversation, they’ll take us behind the scenes of helping Omnivore (now acquired and shut down) go from speaking predominantly to early adopters start attracting, converting, and retaining early majority users.