Sales & Marketing⟩B2B Marketing Fixing Your Sucky B2B Website: Step One
Posted: Sat Sep 27, 2025 10:06 am
My friend Aileen is breaking up with her husband Dan. It’s going the way such things usually do, and Aileen is self-medicating with a nice pinot noir when she isn’t building Dan-shaped snowmen to run over in her driveway. I called the other night to see if she needed help with the Tuesday Night Effigy Burning.
“Sure, but we have to do it in the park;
the neighbours complained again”, she said. “Maybe I’ll just stay home and wallow instead”.“I get it”, I offered. “A sad old movie and a good cry are just poland telemarketing database what you need.”“Screw the movie”, Aileen said. “When I want to go to the dark places, I just look at our website and down I go.”
Aileen is a B2B marketer with
a website that sucks only slightly less than her marriage. And that, naturally, gets me thinking about those of us with sucky websites. We seeIMG_00000093 your emails and nasty reviews; we know our sites suck. We know that each day that passes without some redemption is only making it worse. We even know what needs to be done, and sort of in what order.
But B2B websites are like old houses: they were never
really conceived of as things that need constant reinvention, just a little upkeep. Years of neglect, rigid templates, ugly content management systems and thin budgets take their toll, and the next thing you know, the floors are squeaky and something growls every time you go near the furnace.
You’ve got a fixer-upper with
a three-year time horizon to get funding and redo the whole platform. That’s not going to help much is it? But just as in real estate, there are little things we can do tart things up until we have a better idea. So for Aileen and all the other marketers out there who cry when they see their sites, here is the first of my Three Steps to a Not-Very-Sucky Website
Step One: Fix the Windows
Next week, we’ll look at Step Two and chewing gum.
Read more:
Fixing Your Sucky Website Step Three: The End Game
“Sure, but we have to do it in the park;
the neighbours complained again”, she said. “Maybe I’ll just stay home and wallow instead”.“I get it”, I offered. “A sad old movie and a good cry are just poland telemarketing database what you need.”“Screw the movie”, Aileen said. “When I want to go to the dark places, I just look at our website and down I go.”
Aileen is a B2B marketer with
a website that sucks only slightly less than her marriage. And that, naturally, gets me thinking about those of us with sucky websites. We seeIMG_00000093 your emails and nasty reviews; we know our sites suck. We know that each day that passes without some redemption is only making it worse. We even know what needs to be done, and sort of in what order.
But B2B websites are like old houses: they were never
really conceived of as things that need constant reinvention, just a little upkeep. Years of neglect, rigid templates, ugly content management systems and thin budgets take their toll, and the next thing you know, the floors are squeaky and something growls every time you go near the furnace.
You’ve got a fixer-upper with
a three-year time horizon to get funding and redo the whole platform. That’s not going to help much is it? But just as in real estate, there are little things we can do tart things up until we have a better idea. So for Aileen and all the other marketers out there who cry when they see their sites, here is the first of my Three Steps to a Not-Very-Sucky Website
Step One: Fix the Windows
Next week, we’ll look at Step Two and chewing gum.
Read more:
Fixing Your Sucky Website Step Three: The End Game