Episode Details

Episode #220: Website Teardown | In this session from the Ultimate Roast of B2B Websites, Dave Gerhardt teams up with Diane Wiredu, messaging strategist and founder of Lion Words, and Lee Reshef, Head of Product Marketing & Retention at Fiverr, to break down what makes a high-converting B2B homepage. They critique real B2B homepages, analyzing messaging, design, and user experience to highlight what works, what doesn’t, and how to fix it.

Dave, Diane, and Lee cover:

1. The biggest homepage mistakes B2B companies make (and how to fix them).
2. What belongs above the fold to grab attention and drive action.
3. How to balance messaging for multiple personas without overwhelming visitors.

If your homepage isn’t converting (or is the subject of endless internal debates), this episode is packed with actionable insights to help you optimize it.

Timestamps

• (00:00) - - Intro to Diane and Lee
• (02:24) - - Common homepage mistakes that kill conversions
• (03:38) - - What belongs above the fold and why it matters
• (05:17) - - The role of messaging in homepage clarity and engagement
• (06:58) - - Balancing multiple personas without overwhelming visitors
• (08:12) - - Homepage copywriting do’s and don’ts
• (12:45) - - The importance of A/B testing and user feedback
• (15:06) - - Homepage layout best practices for conversion
• (17:30) - - Homepage roast: Amplemarket
• (22:55) - - Homepage roast: Chattermill
• (28:12) - - The role of trust indicators and social proof
• (30:40) - - Common design mistakes that reduce homepage effectiveness
• (34:10) - - Homepage roast: PrimePay
• (39:05) - - Messaging clarity vs. overcomplicating the value prop
• (42:30) - - Final thoughts

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter

Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:

Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.

Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.

Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn how to build an ABM program that scales at vector.co/exitfive.

Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.

Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into mea