17 Questions to Audit Your Website Messaging Before It Stalls Sales
Not sure how good your web copy is? Try asking yourself these questions
Your website is meant to help you sell.
In an ideal world, your potential customers land on your website, love what they see, and decide that you’re the right solution for them. They’re convinced. They’re ready. And they buy.
But all too often, B2B websites fall short. Instead of accelerating sales, the website drags down sales as potential customers bounce before they even reach the demo screen.
That’s why we created this checklist, so you can avoid this trap and make certain your website sells instead of stalls.
Why is it important to audit your B2B website copy?
For many prospects, your website is their first impression of your company. And for some, it can be the deciding factor in whether they choose to buy or walk away.
Think about the typical website visitor:
- They google a problem, and your site appears in the top 10 search results
- They see your LinkedIn outreach and decide to learn more about you
- They click on a paid ad that landed in front of them
In each of these cases, your website is their first sales conversation with you, and it happens with you or your sales team. Since they’re looking for answers, they’ll read it carefully, and not just skim through. You might have the best product, but if your web copy doesn’t deliver, the sales pipeline you worked so hard to build will leak.
One fast and easy way to improve your website copy is to audit your site with these 17 questions.
Does your website clearly identify the customer problems you solve?
You’d be surprised how often B2B websites skip this crucial step.
Some writers shy away from stating the problem directly, worried it might give a negative vibe or come across as too straightforward. They end up trying to be subtle and confusing readers.
And when you write your own copy, it’s easy to fall victim to the “can’t see the forest for the trees” effect.
You know your product inside and out. You have a clear vision of what your product aims to be and how it solves the customer’s problem. But your customers don’t have that same level of knowledge. What’s crystal clear to you might be invisible to them.
That’s why it’s important to view your sales conversion copy through an outsider’s eyes.
Quick test 1
Get several people who don’t know anything about your product to check your main page for five seconds. Then ask them: What problem does this product solve?
If they nail the answer, that’s great. If they hesitate, guess, or get it wrong, your message needs revision.
Make sure you clearly state the problem using specific, customer-centric language, and not vague buzzwords like “drive growth” or “streamline work.”
Bad example
Revolutionizing business intelligence with next-gen analytics.
(Vague buzzwords, no mention of the customer’s actual problem.)
Good example
Drowning in messy spreadsheets and slow reports? [Product Name] cleans up your data and delivers insights 10x faster.
(Names the customer’s pain point and promises clear benefits.)
Does your website show the value customers get from working with you?
No matter how great your product is, customers aren’t looking to buy it. They’re looking to solve their problems.
Your job is to tell them how your product helps them do that.
The most effective way to show value? Use clear, measurable benefits like this:
- Generates up to 15% more revenue
- Boosts sales team productivity by 35%
- Reduces device downtime by 72%
- Slashes annual maintenance costs by $500K
Avoid generic vocabulary like “empower” or “transform”. And back up any claims with hard numbers.
Another good way to show share is by using social proof that shows real-world impact:
- [Big Client Name] closed $12M more in deals within the first year of using [Product Name].
- Join the 200+ HR leaders using [Product Name] to retain top talent and boost team morale.
- 92% of CFOs report faster, more accurate risk decisions after switching to [Product Name].
- 9 out of 10 dentists believe… (okay, so maybe not that one…)
You can also aggregate the outcomes typically achieved by your clients to visually show the “before and after” of using the product.
Bad example
We offer cutting-edge cybersecurity solutions for modern enterprises.
(Says what you do but not why it matters.)
Good example
[Product Name] stops 98% of breach attempts before they hit your network, saving our typical client $2.4M per incident in downtime, fines, and reputation damage. Trusted by over 500 global enterprises.
(Shows tangible value that matters to the customer via hard numbers and tops it off with social proof.)
Does your website differentiate your product from competitors?
Your brand messaging should give customers a compelling reason to choose you over anyone else who offers a similar product or solves the same problem.
Think of what sets you apart and makes a difference that matters to your customers. It could be your:
- Approach: Do you address issues that your competitors overlook?
- Tech: Can your technology accomplish more in less time with less manpower?
- Price: Do you offer a lower price or better payment terms?
- Results: Is your product helping customers achieve stellar results?
Next, run these two quick tests to see if you’ve highlighted the strongest advantage of your product and if you haven’t, emphasize it throughout your copy:
Quick test 1
Can a company swap in its name and still use your copy verbatim?
If yes, your copy isn’t specific enough.
Quick test 2
Is there a statement only your company can claim?
If no, your differentiation isn’t strong enough.
Your website messaging should pass both tests with:
- “No” for the first question
- “Yes for the second question
If it doesn’t, go back and highlight what makes you stand out.
Bad example
Streamline your business processes with our powerful automation tools.
(Generic pitch anyone can copy-paste.)
Good example
Unlike clunky one-size-fits-all automation suites, [Product Name] adapts to your existing workflows in days—no IT team required.
(Shows a unique edge that appeals to the product’s target audience: small businesses that have no dedicated IT team.)
Are you targeting the right buyer?
You probably know who your ideal customer is and have fleshed out a buyer persona:
- The startup founder
- The CTO of a mid-sized tech company
- The HR director of a large enterprise
But is your website copy written with this person in mind? Does it speak to their role-specific challenges? Does it use the same problem-specific language your target customers use?
If the answers are no to all three questions, that’s bad news. Generic messaging tries to speak to everyone but connects with no one.
Quick test
Would your ideal customers immediately think, “This is for me!”?
If yes, you’ve targeted the right buyer.
This test is tricky to run on your own. Ideally, you should get a few people who match your buyer persona to check your website and give their honest opinion.
Bad example
Easily configure API endpoints using advanced developer toolkits and command-line integrations.
(Aimed at developers instead of decision-makers, such as CTOs; doesn’t address the business concerns of decision-makers.)
Good example
[Product Name] helps CTOs gain full control over API sprawl, cut integration costs by 40%, and accelerate product launches.
(Speaks to CTO pain points; frames the product as a strategic solution rather than a dev tool.)
Is your market category clear?
Along with the customer’s problem, this is another element of copywriting for conversions that often gets skipped.
Many writers assume that readers can figure out a product category from context and worry that stating it upfront might come across as too blunt.
However, people need to mentally categorize your product to decide whether it’s what they’re looking for.
Is it a CRM? An outreach tool? An AI sales assistant?
When they can’t tell right away, they’ll probably just turn around and leave.
To hook prospects from the start, show what you are, then layer on why you’re better.
Quick test
Can someone instantly place you in a mental category, like “CRM” or “AI assistant”?
Show your website to different people, preferably those working in the same industry as your ideal customer. If any of them appear confused about what your product does, you should state it more directly.
Bad example
Unleashing the power of your data to drive next-gen business outcomes.
(No clue if your product is a business intelligence tool, a data warehouse, AI analytics, or something else.)
Good example
[Product Name] is a business intelligence platform that turns raw data into real-time dashboards and predictive insights for enterprise teams.
(States exactly what the product is and what it does.)
Is your messaging clear for a first-time visitor?
Even if a prospect never used a product like yours, they should understand what it does. For that, you need to use simple, clear language.
Avoid insider terms, acronyms, and complex diagrams up front. Save those for bottom-of-the-funnel (BOFU) blogs, detailed guides, and industry-specific landing pages.
This bit of website content audit might seem at odds with the “speaking their language” part, but in truth, balance is key. An occasional industry joke or meme is okay; jargon-heavy copy isn’t. Your prospect might have no trouble understanding industry terms, but getting through a lot of these will still be no fun; you risk losing their interest.
Quick test
Can a layperson understand and explain what your product does?
Ask several people who know little to nothing about your industry if they understand your product after checking out your website.
Bad example
[Product Name] leverages autonomous AIOps to orchestrate cross-domain telemetry and predictive remediation workflows.
(Heavy on jargon that can confuse readers.)
Good example
[Product Name] helps IT teams spot and fix system issues before they cause outages. No manual monitoring needed.
(Clear and user-friendly.)
Does your website proactively address common objections to your product?
Handling objections is a vital part of any sale. If you don’t address them, common concerns will linger and stall the deal.
Even if prospects take a liking to your product, they might worry about:
- High prices or hidden costs
- Long and complex setup
- Disruptions to their daily operations
- Lack of integration with their existing tools
- Training their employees on the new tool
It’s always a good idea to address these concerns proactively in your website messaging.
Bad example
Get started with [Product Name] and transform your business processes.
(No objections addressed; says nothing about common fears like long setup times, expensive integrations, or steep learning curves.)
Good example
Worried about complex setup? [Product Name] integrates with your existing tools in under a week—no IT team required. Our flat-rate pricing means no surprise fees, ever.
(Directly tackles objections like setup hassles and hidden costs with clear, reassuring answers.)
Does your website answer frequently asked questions?
Aside from objections, potential first-time users are likely to have a lot of questions about your product. They might wonder:
- How does the product work?
- How does it differ from similar solutions?
- What is the ROI?
- How much money can your product save them?
- How does it fit into their existing tech stack?
- Do you offer setup assistance, customer support, and/or training?
You’ll close more deals by addressing common customer questions proactively on your website. You might not even need to spell out the questions (unless in an FAQ section); just add the answers into your copy that describes the product.
Bad example
“Product Name] helps you reduce cloud expenses with advanced algorithms.
(Too generic; no answers to common questions like ROI or integrations.)
Good examples
Unlike basic cloud calculators, [Product Name] uses AI to analyze usage patterns, not just numbers, and recommends specific actions.
(Answers the question “How is this different?”)
Clients save an average of 28% on cloud bills within 90 days. That can mean over $300K per year for mid-size companies.
(Answers the question “What’s the ROI?”)
[Product Name] connects seamlessly with AWS, Azure, and GCP via API. No new dashboards to learn—we integrate into your current monitoring tools.
(Answers the question “How does it fit with your stack?”)
These examples answer the exact questions buyers may ask with specifics, numbers, and clear explanations.
Are your offers clear, contextualized, and relevant to the visitor?
One important question your website visitors will ask is: How can they start working with you?
- Do you offer a free trial?
- Can they see the product in action during a demo?
- Can you audit their current solution?
- Do you offer free consultations so they can ask all their questions?
Make sure to state clearly if you offer any of these options and what value they bring. Only after that can you ask them to commit.
Bad example
Schedule a demo today.
(Generic and pushy; no clue what the demo includes or why it’s worth their time.)
Good example
See how [Product Name] detects 99% of fraud attempts in real-time. Book a 20-minute demo to watch [Product Name] catch live fraud patterns in your data—no sales pitch, just results.
(Explains the offer (demo with live data), shows the value (99% detection), and sets expectations (20 minutes, no pitch). Clear, relevant, and respectful of the prospect’s time.)
Do you tell a compelling story?
Strong B2B website copy follows the rules of storytelling, just like Disney or Marvel. Set the stage by introducing:
- The customer’s pain point as the villain
- The customer (not your product) as the hero
- The product as the guide
After that, you raise the stakes and create a sense of urgency by showing the cost of inaction. Finally, paint a picture of success as the happy ending.
Bad example
“Product Name] offers real-time tracking and reporting for your supply chain operations.
(Generic and boring, with no story.)
Good example
Every minute of supply chain blind spots costs you money. With [Product Name], you will eliminate hidden bottlenecks with real-time tracking, saving your company up to $1.2M in avoidable disruptions.
(Frames supply chain chaos as the villain, shows exactly what’s at risk, and positions the customer as the hero.)
Are your calls-to-action (CTAs) clear, timely, and low-friction?
A good CTA feels like a natural next step to take: it comes after the value proposition and offers a way to get in touch with you.
A low-friction CTA is one that most visitors actually act on. To achieve that, it needs:
- A low time commitment (10-15 minutes rather than an hour)
- No-obligation language (“See a demo” is less pressure than “Talk to sales”)
- An offer with clear value (“Get a free report” rather than “Contact us”)
- A request to take a specific action (“Book a slot” instead of a vague “Get in touch”)
A big mistake is posting a CTA without a hyperlink to your Calendly page or contact form. Don’t leave your prospects searching your website for how to reach out; they most likely won’t bother.
Bad example
Contact us to discuss potential synergies.
(Corporate jargon, no clear next step, sounds time-consuming.)
Good example
Get a personalized 10-minute walkthrough of [Product Name]. No sales talk, just your data in action. Book your slot now.
(A quick, no-pressure offer invites an easy “yes” by telling your prospect exactly what to expect.)
Do your visuals reinforce your message?
Website visuals can either support or overwhelm your copy. Ideally, visuals should:
- Clarify complex ideas (Use diagrams, flowcharts, and dashboards to show how your product works.)
- Reinforce key messages (Pair screenshots of product features with benefit-focused copy.)
- Build trust (Use client logos, testimonials, awards.)
- Guide attention flow (Use arrows, highlighted sections, banners, and simple animations.)
However, some visuals can overwhelm visitors and dilute your core message. Avoid using:
- Overly busy graphics (Visitors skip over them.)
- Generic stock photos (Clutter the page without adding value.)
- Heavy animations and auto-playing videos (Slow page loads and distract visitors.)
- Inconsistent visual language (Mixing different styles on the same page breaks focus and looks unprofessional.)
A rule of thumb: if the visual helps your visitor get the point quickly, you’re doing it right. If people scroll past it or get distracted, you’ve done it wrong.
Bad example
Homepage banner: Generic stock photo of people shaking hands.
(Tells nothing about the product; empty fluff that wastes attention.)
Good example
Homepage banner: Simple diagram showing how the product (a cloud infrastructure automation tool) automates server provisioning.
(Product-relevant, shows benefit at a glance, and works together with text to help visitors understand the product.)
Does your website offer an easy way for people to stay in touch?
Most website visitors aren’t ready to buy right away. They need more information to make up their mind. That’s why it’s a good idea to invite them to join your newsletter; you’ll be able to nurture them all the way to a sale.
However, simply dropping your offer in a random place won’t cut it. Avoid generic newsletter asks. Instead, highlight value, like winning growth strategies for their industry or one-minute actionable go-to-market (GTM) tips.
Bad example
Subscribe to our newsletter for company updates.
(Vague offer that gives visitors no reason to care; misses the chance to highlight useful content.)
Good example
Join over 5,000 IT leaders who get monthly insights on cutting cloud costs and boosting performance.
(Clear value supported by social proof.)
Is social proof strategically placed to build credibility and trust?
Trust signals, such as client logos and testimonials, work best when placed near CTAs. An effective page design can look like this:
- Copy explaining product benefits
- A slider with client testimonials
- CTA and contact form
In this example, social proof doesn’t disrupt the logical flow of the page, and it adds credibility to the value proposition.
Of course, the social proof should be relevant to your target customers: same industry, role, and company size. A mismatch sometimes happens if you clone a landing page and its elements don’t update properly, so always double-check that.
Bad examples
Testimonials from small businesses on an enterprise-focused product page.
Client logos on a separate “About Us” page, far from CTAs.
(Irrelevant proof and poor placement.)
Good example
A client testimonial on a demo request page, next to the form, followed by logos of client companies.
(Strategic placement and relevant proof.)
Can the information be structured more effectively?
There are four types of browsing behavior:
- Known-item seeking: Users looking for something desirable and known.
- Exploratory browsing: Users looking for something desirable but unknown.
- Exhaustive research: Users looking for more information about something.
- Re-finding: Users looking for a desired known item for a second time.
In B2B, it makes sense to optimize website messaging for exploratory browsing. Most visitors are looking for a solution to their problem; they don’t yet know much about your product. Your website copy and visuals should convince them your product is the solution for them.
For users doing exhaustive research as they’re nearing the decision stage, you can strategically place links to in-depth blog articles or manuals where they can learn more.
Bad example
Homepage starting with a mission statement:
At [Company Name], we believe in transforming logistics through innovation, partnership, and sustainable practices.
Only later does the copy mention what the product actually does.
(Buries the visitor in abstract info before showing the product’s value.)
Good example
Top of homepage reads:
Cut delivery delays by 45% with [Product Name]—the only logistics platform built for complex B2B supply chains.
Following is a quick visual of how the product works, and then social proof and CTAs.
(Leads with a specific, valuable outcome, then clarifies, then builds momentum with proof.)
Is there any redundant or unnecessary information that could be removed to improve clarity and focus?
Verbose copy might not seem like a big deal. However, it clutters visitors’ experience and dilutes value.
Get to your point right away. Don’t let your leads waste time stumbling through long sentences and weasel words.
Remove excess so all remaining words count and get your message through more effectively.
Bad example
We help enterprises of all sizes streamline and simplify their data operations and pipelines by connecting various sources into a unified and integrated data environment.
(Too verbose with multiple redundancies, like “streamline” and “simplify.”)
Good example
[Product Name] connects all your data sources into one pipeline so your team moves faster with less manual work.
(Direct and to the point; clearly states a product benefit.)
Does your website create a sense of urgency or motivation to take action now?
Great messaging doesn’t just inform.
It influences.
It gives visitors a reason to act today, not “some day”. Without urgency, even the most interested prospects may drift away or postpone action indefinitely.
Ask yourself:
Why should someone act now instead of waiting?
You can create urgency by:
- Highlighting limited-time offers or exclusive benefits
- Calling out costs of inaction (missed opportunities, growing risks)
- Emphasizing momentum (customer success stories, industry shifts)
- Showing how quick results are achievable
Try one of these two quick tests to assess how effective your copy creates urgency.
Quick test 1
If a visitor reads your page, do they feel a reason to act today?
If not, they’ll likely leave without taking the next step.
Quick test 2
Does your copy show the consequences of waiting or the benefits of acting now?
If not, your message might be more passive than persuasive.
Bad example
Book a demo to learn more.
(Vague and low urgency)
Good example
Book your demo now. Every day without [product] costs you 25% more high-intent leads.
Book your demo now. Every day without [product] costs you 25% more high-intent leads.
(Highlights the cost of inaction to create urgency)
