From Confusing to Converting: How I Helped A B2B Startup Ditch The Jargon and Increase Sales Calls By 40%.
1 min read
I LOVE working with startups! They're like clay ripe for molding!
While doing my research, I came across a B2B company that had a great product, but their website was kind of crappy. "Our website sucks!" Their words.
It was packed with a bunch of technical mumbo jumbo and complex specs but wasn't converting. Their conversion rate? A whopping 2.3%.
No surprises there. Their copy read like a technical manual for NASA. Think "microservices architecture," "event-driven scaling," and "standardized containerization." Umm... What??
Sure, it was accurate but not compelling for their busy, less-than-technical ideal customer (CFOs). No wonder their customers' eyes glazed over, and they closed that tab in their browser.
Confusion is a conversion killer.
My approach:
✅ Got crystal clear on who their ideal customer is.
✅ Used AI to analyze 100+ CFO interviews, identifying their core pain points.
✅ Rewrote the homepage to lead with "Ensuring accuracy and compliance while avoiding costly errors or penalties."
✅ Replaced complex architecture diagrams with clear before/after scenarios and engaging images and videos.
✅ Transformed features into benefit statements: "Reduce expenses by 20%."
✅ Augmented the web copy with an email sequence and social media posts that drove customers to their landing page.
✅ Tweaked the “Book a Demo” button to “Get Started” (the latter is better because it lowers the perceived commitment barrier, and it feels more approachable and action-oriented).
Results after 30 days:
👍🏼Demo booking rate jumped to 3.2% (40% increase)
👍🏼Average time on site increased by 45%
👍🏼"Get started" button clicks up 65%
Key Take-Away 🧠: CFOs don't buy technology. They buy solutions to manage cash flow, reduce unnecessary expenses, remain compliant, and manage risks. 💡
Want to see how we can translate your technical prowess into language that resonates and connects with decision-makers? DM me and let's talk.