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Your demand generation is working. Google Ads are driving clicks. Email drip campaigns are getting opens. LinkedIn is sending traffic.
But somewhere between the click and the calendar booking, you’re losing them.
If you’re a B2B tech brand doing $10M+ in revenue, chances are your website was built when you were smaller, scrappier, and solving simpler problems. It worked then. But now? You’ve outgrown it.
Your prospects are more sophisticated. Your competitors are better funded. Your sales cycles are longer. And your website—the hub where all your demand generation efforts converge—isn’t doing the heavy lifting it needs to do.
Here are the five critical things we see B2B tech brands missing on their websites, and why each one is costing you qualified leads, longer sales cycles, and closed deals.
1. Clear Differentiation (Not Just Features)
The Problem:
Most B2B tech websites read like spec sheets. They list features, integrations, and capabilities—but they don’t explain why that matters or why you’re different from the three other vendors the prospect is evaluating.
Your prospects aren’t confused about what you do. They’re confused about why they should choose you.
When someone lands on your homepage after clicking a Google Ad or opening your email, they need to understand your unique value in seconds—not after scrolling through five feature modules and a vague “innovation” claim.
What’s Missing:
- A clear positioning statement that differentiates you from competitors
- Messaging that speaks to outcomes, not outputs
- A narrative framework that explains why your approach is better, not just different
The Fix:
Lead with your unique point of view. What problem do you solve differently than everyone else? What tradeoffs do competitors force customers to make that you eliminate? What’s your “only we” statement?
This isn’t about being clever. It’s about being clear. If a prospect can’t articulate why you’re different after 30 seconds on your site, your sales team will spend the first 15 minutes of every call doing it for them.
2. Education That Actually Convinces
The Problem:
Your prospects don’t just need information—they need to be convinced. Especially in complex B2B tech sales where multiple stakeholders are involved, long evaluation cycles are standard, and switching costs are high.
But most websites treat education like a checkbox. A generic “Resources” page with a few blog posts. Maybe a gated whitepaper that’s really just a sales pitch. No real substance. No depth. Nothing that actually moves a prospect from “interested” to “ready to buy.”
What’s Missing:
- Content that addresses real objections and concerns at each stage of the buyer journey
- Proof that your approach works (not just that your product exists)
- Educational assets that sales can use to shorten cycles and handle pushback
The Fix:
Build education pathways mapped to your buyer journey. Early-stage prospects need conceptual education—whitepapers, comparison guides, industry reports. Mid-stage prospects need proof of differentiation—case studies, ROI calculators, technical deep-dives. Late-stage prospects need confidence—implementation guides, security documentation, reference calls.
Make it easy to go deep. Don’t gate everything. Let prospects self-educate at their own pace, and give your sales team assets they can send when objections come up.
Think of your website as the first sales conversation—because for many prospects, it is.
3. Proof That Builds Trust Fast
The Problem:
Testimonials are great. Logos are fine. But neither actually proves you can solve the specific problem your prospect is facing.
B2B buyers—especially at the enterprise level—don’t just want to know you have customers. They want to know you have customers like them, solving problems like theirs, in industries like theirs.
A wall of logos doesn’t do that. A one-sentence quote from a VP you’ve never heard of doesn’t do that.
What’s Missing:
- Success stories that show the before/after transformation
- Metrics that prove ROI and impact
- Specificity around industry, use case, and outcomes
- Stories structured to answer the question: “Will this work for us?”
The Fix:
Invest in real case studies—not glorified testimonials. Show the problem, the process, and the proof. Include specific metrics, timelines, and challenges overcome.
Better yet, segment them. If you serve multiple industries or use cases, make it easy for prospects to find stories that mirror their situation. A healthcare CTO doesn’t care about your retail wins. A mid-market CFO doesn’t want to read about enterprise transformations.
Proof isn’t just about credibility—it’s about relevance. The faster you can show a prospect “we’ve done this before, for someone like you,” the faster they move from skeptical to serious.
4. Conversion Paths Built for Sales Qualification
The Problem:
Most B2B tech websites treat every visitor the same. One CTA: “Book a Demo.” One form: Name, email, company.
But not every visitor is ready for a sales call. And even if they are, you’re not collecting the information your sales team actually needs to have a productive conversation.
The result? Unqualified leads clog your pipeline. Sales reps spend the first 10 minutes of every call gathering basic context. Deals stall because you’re starting from scratch instead of picking up where the website left off.
What’s Missing:
- Multiple conversion paths for different stages of intent (early research vs. ready to buy)
- Forms that collect qualification data upfront (company size, use case, current solution, timeline)
- Content upgrades and lead magnets that let prospects self-identify their needs
- Smart routing so the right leads get to the right reps
The Fix:
Build a qualification system into your website, not just a lead capture form.
Offer multiple entry points:
- Top of funnel: Download a guide, watch a webinar, subscribe to insights
- Mid-funnel: ROI calculator, interactive demo, comparison tool
- Bottom of funnel: Request a demo, talk to sales, get a custom proposal
For bottom-of-funnel conversions, ask the questions that matter. What’s your current solution? What’s driving the evaluation? What’s your timeline? How many users? Which integrations matter?
Yes, longer forms lower conversion rates. But they also filter out tire-kickers and arm your sales team with context. A 10% conversion rate of qualified leads beats a 20% conversion rate of randoms.
When someone books a call, your rep should already know enough to make it valuable. That’s what a conversion path does—it qualifies as it converts.
5. A System, Not a Brochure
The Problem:
Here’s the biggest miss: most B2B tech websites are built like static brochures, not dynamic systems.
They don’t integrate with your CRM. They don’t track behavior beyond pageviews. They don’t trigger follow-up sequences based on what someone viewed. They don’t give sales any insight into what a prospect cares about before the first call.
You’re spending real money on Google Ads, email campaigns, and content—driving traffic to a website that can’t tell you what’s working, can’t nurture leads intelligently, and can’t give your sales team the data they need to close faster.
What’s Missing:
- Integration with your marketing automation and CRM (HubSpot, Marketo, Salesforce)
- Behavioral tracking that shows what prospects actually care about (pricing page? Case studies? Integration docs?)
- Automated follow-up sequences based on engagement
- Lead scoring that helps sales prioritize the right conversations
- A feedback loop so marketing knows what’s working and what’s not
The Fix:
Stop treating your website like a one-and-done project. Treat it like infrastructure.
Connect your website to your entire demand gen system:
- Track behavior: What pages do high-intent leads visit? What content correlates with closed deals?
- Automate intelligently: If someone downloads a whitepaper, enroll them in a nurture sequence. If they visit your pricing page three times, alert sales.
- Score and route: Use engagement data to prioritize leads and route them to the right rep.
- Close the loop: Feed conversion data back into your ad platforms so you’re optimizing for revenue, not just clicks.
A system compounds. A brochure just sits there.
The Real Cost of an Outdated Website
If you’re a B2B tech brand doing $10M+ in revenue and feeling like you’ve hit a growth ceiling, your website is probably part of the problem.
Not because it’s ugly. Not because it’s slow. But because it’s not doing the job it needs to do in 2025:
- Educating prospects so they understand why you’re different
- Convincing them through proof and specificity
- Qualifying them so sales has the context to close faster
Your demand gen is working. Your product is strong. Your team is talented.
But if your website can’t turn traffic into educated, convinced, qualified leads? You’re just making it harder on everyone.
What Comes Next
Fixing a B2B tech website isn’t about a redesign. It’s about building a system that connects strategy, content, conversion paths, and sales enablement into one engine.
That’s what we do at GreaterThan. We don’t just build websites—we build marketing systems where every piece works together.
If you’re ready to stop losing deals between the click and the close, let’s talk.
Ready to turn your website into a revenue engine?
