Articles
Site Speed Is a Revenue Lever, Not a Tech Detail
Performance gets filed under engineering housekeeping. The data says a faster site is one of the most direct levers on conversion and revenue you have. Here's the business case, and where manufacturer catalogs and spec sheets usually lose the time.
Thought Leadership Is a B2B Growth Channel, Not a Vanity Project
Most B2B content is a sales deck in disguise or filler nobody finishes. The data on what real thought leadership does to buying decisions is strong enough to change how you budget for it.
Web Accessibility Is a UX and Revenue Problem, Not Just a Legal One
Almost every website fails basic accessibility. The defects that lock out disabled users are the same ones costing you conversions and search visibility, and for B2B suppliers they're now a question in the bid. Here's the data, and what to do.
Why Most A/B Tests Lose, and What Actually Moves Conversion
The average A/B test barely moves the needle, and most B2B sites don't have the traffic to test much at all. Here's what the data says, why a system beats a pile of tests, and how to run the few tests worth running.
High-Converting Landing Pages for Manufacturers: 10 Elements for Campaigns and Trade Shows
A landing page isn't a smaller homepage. It's one page, for one campaign, with one action. Here are the ten elements a manufacturer's campaign and trade show pages need, and how to build them.
How to Write a B2B Tagline and Positioning Line: A 5-Part Formula
Most B2B taglines are interchangeable: quality, innovation, partnership. Here's a 5-part formula for writing the one line that tells a buyer what you make, who it's for and why you, plus the tests that catch a weak line before it goes on your homepage.
How to Create an Autism-Friendly Website: 5 Mistakes to Avoid and How to Test
An autism-friendly website is calm, predictable, and literal. That also describes a site a busy B2B buyer can use in two minutes. Here are five common mistakes, how to fix them, and how to test your site.
How to Choose an Ecommerce Platform for a B2B or Food and Beverage Brand Going Direct
Shopify, WooCommerce, BigCommerce or Adobe Commerce? For a B2B manufacturer or a food and beverage brand adding direct sales, the right answer comes from how you sell and how much technology you want to own. Here's how to decide.
B2B Ecommerce UX: What Manufacturers and Distributors Need in an Ordering Portal
B2B buyers aren't browsing. They're reordering, checking specs, and confirming their price. Here's the UX a manufacturer or distributor ordering portal needs, with the features that earn repeat orders.
