Stop Fixing the Wrong Problem: Why Your Website Isn’t Holding You Back

Written by Sean Doyle

If you’re in B2B industrial sales and marketing, you’ve probably been told at some point that your website is the problem. Low conversions? Must be the website. Sales struggling? Time for a redesign. But let’s be clear: most websites aren’t failing because of bad design—they’re failing because they’re not connected to the real revenue drivers of the business.

The False Promise of Surface-Level Fixes

Agencies love to sell website redesigns, SEO packages, and generic lead-gen services. The problem? These are tactics, not strategies. We’ve seen it time and again:

• SEO shops that drive more traffic but don’t attract the right buyers.
• Web-first agencies that obsess over visuals but ignore the sales process.
• Lead-gen firms that deliver MQLs with no intent to buy.
  
  

For B2B industrial companies, where sales cycles are long, and purchase decisions involve multiple stakeholders, these one-size-fits-all fixes just don’t cut it.

The Real Problem: Marketing That Doesn’t Serve Sales

The companies winning in this space aren’t redesigning their websites every three years—they’re optimizing how marketing, sales, and revenue operations work together.

Instead of chasing vanity metrics like clicks and impressions, they’re asking:

1. Are we attracting the right buyers, or just anyone with an internet connection?
2. Is our site helping sales reps advance deals, or just sitting there as a digital brochure?
3. Are we measuring marketing’s real impact on revenue, or just counting leads?

Where to Focus Instead

Rather than fixating on aesthetics, start by fixing how prospects actually move through the buying process. Are they getting the right information at the right time? Can they easily understand how your solution fits into their operation?

The companies that win are the ones that:

• Build marketing strategies that align with real buying behaviors, not just lead-gen metrics.
• Equip sales teams with data and messaging that accelerate deals instead of just filling the pipeline with unqualified leads.
• Use digital tools to enhance customer interactions, reducing friction instead of adding complexity.
• Improve internal processes that directly impact the customer experience, so marketing, sales, and operations work as a single revenue-driving system.
• Leverage their existing assets and expertise before assuming a full-scale overhaul is the answer.
  
  

Before You Redesign, Rethink the Strategy

A great website can be a powerful tool—but only if it’s solving the right problem. Before investing in another redesign, take a step back.

Is your challenge really your website? Or is it the entire go-to-market system?