3 Conversion Killers We See on B2B Sites All the Time (And How to Avoid Them)

Three biggest conversion killers we see and what you can do to fix them

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Confusing messaging and value proposition

The problem: Many B2B websites fail to clearly explain what they do and why it matters in the first few seconds. Instead, they overload the homepage with jargon, buzzwords, or generic claims that don’t resonate with their audience.

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Why it kills conversions: If visitors don’t immediately understand your offer, they’ll give up, and you’ve lost a potential customer.

How to fix it:

• Write a clear headline that explains your solution in plain language.
• Use subheadings to highlight benefits and results (not just features).
• Add a short explainer section or video that answers the questions: Who are you? What do you solve? Who do you solve it for?

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Weak or hidden calls to action (CTAs)

The problem: Too many B2B sites bury their calls to action at the bottom of the page or make them so subtle that visitors don’t notice them. Sometimes, there’s no clear next step at all.

Why it kills conversions: Without a strong call to action, visitors don’t know what to do next, so they leave.

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How to fix it:

• Place primary calls to action (“Schedule a Demo,” “Get a Free Trial,” “Contact Sales”) above the fold.
• Repeat calls to action strategically throughout the page, especially after explaining key benefits.
• Use contrasting colors and bold text to make buttons stand out.
• Keep wording action-oriented and specific (e.g., “Start my free demo” instead of just “Submit”).

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Slow, Clumsy User Experience

The Problem: Many B2B websites are slow to load, have outdated navigation, or overwhelm visitors with cluttered layouts. While design is important, usability directly impacts conversions.

Why it kills conversions: If your website is slow or frustrating to navigate, visitors won’t stay long enough to convert.

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How to fix it:

• Optimize page speed (compress images, remove unused scripts, use fast hosting setup).
• Keep navigation simple with clear categories and a sticky header.
• Use white space strategically to guide the eye and make it easy to scan your content.
• Ensure quick adaptation to mobile devices B2B buyers also research on their phones.

B2B websites don’t just need to look professional they need to convert. By eliminating unclear messaging, weak calls to action, and poor user experience, you can dramatically increase the number of leads your website generates.