5 Mistakes You’re Making on Your B2B Website

Sean Parnell - December 4, 2025 1:25 pm

You’ve spent a lot of time, money and effort developing your B2B website. But while it looks sleek and includes lots of information about your products and services, it’s a lot less impressive when it comes to generating business.

It’s a common frustration for business owners who go to the trouble and expense of a website renovation only to discover that beneath a superficial layer of style and a few user experience upgrades, there isn’t much happening to convert visitors into leads.

Here are 5 reasons that could explain why.

1. Too much design; too little story

Convincing B2B prospects to take the next step with your business is a not a job for a fancy font or a beguiling interface. While the mood board approach to website design may work for some consumer products, B2B prospects need to know that you understand their business and their challenges and have solutions specifically created to address them. This is the work of a well-crafted brand story and if you don’t have one, your website can be little more than a digital brochure. Yawn.

2. Enough About You

You’ve worked hard building your business, your customers appreciate you and you’ve got a shelf-full of plaques from the chamber of commerce. That is a lot to be proud of, but your prospects are busy people and they’re looking for help, (Help!) not press releases. A website focused on telling people how good you are does little to differentiate you. Make your prospects the hero of the story and demonstrate how well you understand their challenges. Like all good storytelling, your website should incorporate more show than tell.

3. Is Anybody Out There? Ineffective Search Optimization

Website content that isn’t optimized for search is like that metaphorical tree falling in the forest. Effective website content begins with understanding what your prospects are searching for and how they are searching, including with the use of AI search engines. With the growing number of searches coming through ChatGPT and other LLMs, you need another layer of strategy for being found. Helloooo…

4. Cookie Cutter Content

If you’ve filled your website with salesy, generic or AI generated content, serious prospects may not stay long enough to figure out how you can help them. Content that aligns with what they really want to know and establishes your expertise, thought leadership and ability to solve their problems is far more likely to turn them into leads. There is no better time to lean into your own voice and original ideas than when everyone else is faking it. Take a hike, robot.

5. You’ve Got the Wrong Marketing Partner

A great website starts with a great marketing strategy. It’s not a design project. At Innovaxis, we start by understanding your prospects and what they’re searching for. An effective B2B website connects serious prospects with specific solutions. It’s not an exercise in branding, social media popularity or website design. It’s strategy, thought leadership and storytelling built around your solutions and the needs of your prospects. If that’s not what you’re getting from your marketing partner, give us a call.

Contact us to learn more about B2B websites that work

Frequently Asked Questions

Why doesn’t my professionally designed website generate good leads?

Even the most beautifully designed website can’t drive lead generation without the right content strategy, centered around a clear understanding of the needs and problems of your target market (i.e. brand story) and optimized for search to reflect the solutions they are searching for. Without that, you can waste a lot of time and energy on what are essentially random acts of marketing.

How important is brand storytelling for lead generation?

Brand storytelling is a powerful tool for connecting with your target market and a commonly missed opportunity to communicate the value of your goods and services to your audience. It’s built around understanding their challenges and your role in solving them, positioning your prospects as the hero of their story and you as their guide.

What’s the best way to track ROI from digital marketing efforts?

Simply asking, “How did you hear about us?” during calls and on website forms will help you attribute what generates leads and sales. Once you calculate how much sales is attributable to marketing and divide by the amount of that marketing investment, you will have your marketing ROI calculation. Learn more with the Innovaxis marketing ROI calculator.

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