Websites Decoded: Website Design, SEO, UX, Conversion Optimisation & More

In this episode of Websites Decoded, Phil explores why the demo request is the single most valuable conversion your B2B website can generate — and why so few businesses are optimising for it. Phil reveals the staggering difference in pipeline performance between high-intent and low-intent leads, and what that means for your website strategy. You'll learn how to optimise the full demo request...

In this episode, Phil challenges the instinct to put resource centres and content hubs front and centre on your B2B website. He explains why this common approach, however well-intentioned, often works against your pipeline goals by pulling buyers away from the commercial content that drives conversions. Phil introduces two simple models to help you rethink your website's structure and priorit...

New marketing leaders often inherit websites that hold back business growth. Your instinct to redesign immediately is understandable, but rushing into a full redesign without the right groundwork guarantees expensive failure. In this episode, Phil reveals the critical work that must happen before you touch design or development.   Learn why data analysis, positioning clarity, and go-to-market stra...

Interactive demos feel modern and buyer-friendly, but do they actually outperform traditional "book a demo" CTAs? In this episode, Phil examines the real conversion data behind both approaches and reveals why interactive trials often underperform despite their appeal. You'll learn when interactive demos genuinely add value versus when they simply cannibalise higher-quality pipeline....

In this episode of Websites Decoded, Phil tackles one of B2B websites' most persistent navigation problems: audience-based menus. While it seems logical to segment content by industry, role, or use case, Phil explains why this approach creates confusion and reduces engagement.  Buyers don't visit your website to learn about their own industry – they're there to solve problems. Forci...

In this episode of Websites Decoded, Phil challenges the conventional wisdom around conversion rate optimisation. He explains why optimising for lead volume often damages business results rather than improving them, and reveals the metric you should actually be measuring.  You'll learn why fewer, higher-quality conversions typically outperform high-volume lead generation, and how to align you...

AI is dramatically changing how buyers find and use B2B websites. In this episode, Phil explores how AI overviews and tools like ChatGPT are reducing website traffic whilst simultaneously increasing visitor quality and intent.   You'll learn the three core strategies for optimising your website in this new era: technical answer engine optimisation, increasing AI citations and mentions, and ma...

In this episode of Websites Decoded, Phil explores information scent, a critical UX concept that determines whether buyers can find what they need on your website. He explains why clear navigation beats clever branding, how to avoid common mistakes like using internal jargon in key areas, and why buyers abandon websites even when the right information exists.  You'll learn practical ways to i...

Most B2B website projects fail because of one critical misconception: they're approached as design projects when they should be treated as strategic growth infrastructure.  In this episode, Phil explains why focusing on visuals, animation and aesthetics before strategy leads to missed timelines, blown budgets and websites that fail to generate pipeline. He breaks down the infrastructure appro...

Traffic costs are rising whilst volumes fall, and platforms are working harder than ever to keep buyers away from your website. In this episode, Phil explains why B2B marketers can no longer afford poor conversion rates and why traditional CRO approaches don't work for most B2B sites.  Phil introduces a performance marketing mindset for websites, treating your site like you'd optimise a...

In this episode of Websites Decoded, Phil explores how AI search is fundamentally changing B2B website discovery. As ChatGPT, Claude, Perplexity and Google AI Mode become the dominant research tools, traditional SEO approaches are becoming obsolete.  Phil reveals three critical changes you need to make today: implementing schema markup properly, eliminating hidden content that AI crawlers can&apos...

Your homepage message is the single biggest lever for B2B website performance, yet most businesses get it fundamentally wrong. In this episode, Phil breaks down exactly what messaging is, why it's so challenging to get right, and reveals three critical mistakes that kill conversions.  You'll discover why trying to appeal to everyone means resonating with no one, learn when your clever st...

In this episode, Phil is joined by Amanda McGrath, Blend's Commercial Director, to expose the hidden costs businesses face when choosing CMSs based on upfront savings rather than long-term value. They reveal how companies are spending £100k+ annually just keeping "free" WordPress sites running, whilst being locked into costly agency relationships and constant maintenance cycles. You...

In this episode of Websites Decoded, we look at how AI is already changing B2B websites in three key areas: how they're built, how people find them, and how buyers use them. We explore where AI tools are genuinely helping website teams work faster and where they're still falling short.  We tackle the discovery challenge many B2B websites face as AI overviews answer more questions without...

In this episode of Websites Decoded, Phil dives into wireframing, one of the most important yet overlooked steps in B2B website design. We break down exactly what wireframes are, why they're essential for successful website projects, and how to create them effectively.  Phil walks through the complete wireframing process, from initial planning to final hand-off, and address the most common qu...

In this episode, Phil challenges the widespread impulse to make user experiences unique and different. He explains why this creative urge, while well-intentioned, often undermines the very purpose of good UX design.  Phil makes the case that effective user experiences should feel instantly familiar, leveraging established patterns that users already understand intuitively. He demonstrates how crea...

In this episode, Phil uncovers the truth about website friction that most marketers miss. While the standard advice is to remove as much friction as possible, Phil explains when deliberately adding friction to your website can lead to better business results.  Watch all episodes on YouTube Visit the Websites Decoded listing on our website

Phil discusses the evolving role of SEO in a landscape where AI search tools increasingly provide answers directly to users, potentially bypassing your website altogether.  Phil explores whether traditional SEO investments still deliver meaningful returns and identifies which optimisation strategies remain effective despite these changes. Learn how to adapt your content approach to work alongside...

Mobile-first design is often pushed by marketers and SEO experts as the best way to build websites. But in this episode, Phil explains why starting with mobile for your B2B website can actually hurt the results that actually matter.  Watch all episodes on YouTube Visit the Websites Decoded listing on our website

Website trends come and go, but user expectations for intuitive experiences remain constant. Sometimes what's trendy directly conflicts with what actually works for your visitors.  In this episode, Phil identifies the current website design trends that might be hurting your results rather than helping them.  Watch all episodes on YouTube Visit the Websites Decoded listing on our website

Think you know how people read your website? The reality might surprise you. Understanding actual user reading patterns is essential for creating websites that truly connect and convert.  In this eye-opening episode of Websites Decoded, Phil explores the science behind how visitors actually consume content on websites, and it's probably not what you expect. Drawing from established research,...

Wondering how long your website redesign will truly take? Before jumping into your next website project, understanding the realistic timeline is crucial for proper planning and execution.  In this episode of Websites Decoded, Phil breaks down the entire website redesign process, revealing the typical duration of each project phase from discovery to launch. He provides insight into realistic timeli...

Simply having a pricing page isn't enough anymore. Today's B2B customers expect pricing pages that clearly communicate value and make complex decisions easier. In this episode, Phil explores how to create killer pricing pages that improve both user experience and conversion rates.  This practical discussion covers:  Why just having a pricing page is no longer sufficient  The UX challenge...

Struggling to decide where to spend your website budget?   Many businesses waste resources on flashy features that don't deliver results.   In this episode, we reveal the smart way to allocate your website investment, showing you exactly where to focus your budget for maximum impact.   Learn the proven priorities that drive real business results and avoid costly mistakes that can drain your r...

Want to know what really drives your marketing success?   In this episode, Phil explores self-reported attribution – a powerful measurement tool that reveals how customers actually find your business.   Learn why adding this crucial feedback mechanism to your website can transform your understanding of customer behaviour and help you make smarter marketing decisions.  Watch all episodes on YouTube...