Traffic costs are rising whilst volumes fall, and platforms are working harder than ever to keep buyers away from your website. In this episode, Phil explains why B2B marketers can no longer afford poor conversion rates and why traditional CRO approaches don't work for most B2B sites. Phil introduces a performance marketing mindset for websites, treating your site like you'd optimise a Google PPC campaign. He explains how to overcome low traffic volumes, why bigger websites don't perfor...

In this episode of Websites Decoded, Phil explores how AI search is fundamentally changing B2B website discovery. As ChatGPT, Claude, Perplexity and Google AI Mode become the dominant research tools, traditional SEO approaches are becoming obsolete. Phil reveals three critical changes you need to make today: implementing schema markup properly, eliminating hidden content that AI crawlers can't see, and pivoting your content strategy from informational to "infomercial" content that gets ...

Your homepage message is the single biggest lever for B2B website performance, yet most businesses get it fundamentally wrong. In this episode, Phil breaks down exactly what messaging is, why it's so challenging to get right, and reveals three critical mistakes that kill conversions. You'll discover why trying to appeal to everyone means resonating with no one, learn when your clever strapline is actually hurting you, and understand why your messaging should evolve regularly rather than...

In this episode, Phil is joined by Amanda McGrath, Blend's Commercial Director, to expose the hidden costs businesses face when choosing CMSs based on upfront savings rather than long-term value. They reveal how companies are spending £100k+ annually just keeping "free" WordPress sites running, whilst being locked into costly agency relationships and constant maintenance cycles. You'll discover why aiming to lower costs at the outset often maximises expenses later, and learn how to properly a...

In this episode of Websites Decoded, we look at how AI is already changing B2B websites in three key areas: how they're built, how people find them, and how buyers use them. We explore where AI tools are genuinely helping website teams work faster and where they're still falling short. We tackle the discovery challenge many B2B websites face as AI overviews answer more questions without sending traffic to your content. But we also explain why this might actually make your website more i...

In this episode of Websites Decoded, Phil dives into wireframing, one of the most important yet overlooked steps in B2B website design. We break down exactly what wireframes are, why they're essential for successful website projects, and how to create them effectively. Phil walks through the complete wireframing process, from initial planning to final hand-off, and address the most common questions and misconceptions about wireframes. Perfect for marketing managers, business owne...

In this episode, Phil challenges the widespread impulse to make user experiences unique and different. He explains why this creative urge, while well-intentioned, often undermines the very purpose of good UX design. Phil makes the case that effective user experiences should feel instantly familiar, leveraging established patterns that users already understand intuitively. He demonstrates how creativity is still essential to successful digital products, but discusses exactly where that c...

In this episode, Phil uncovers the truth about website friction that most marketers miss. While the standard advice is to remove as much friction as possible, Phil explains when deliberately adding friction to your website can lead to better business results. Watch all episodes on YouTube Visit the Websites Decoded listing on our website

Phil discusses the evolving role of SEO in a landscape where AI search tools increasingly provide answers directly to users, potentially bypassing your website altogether. Phil explores whether traditional SEO investments still deliver meaningful returns and identifies which optimisation strategies remain effective despite these changes. Learn how to adapt your content approach to work alongside AI rather than compete with it, and discover techniques to ensure your business remains visi...

Mobile-first design is often pushed by marketers and SEO experts as the best way to build websites. But in this episode, Phil explains why starting with mobile for your B2B website can actually hurt the results that actually matter. Watch all episodes on YouTube Visit the Websites Decoded listing on our website

Website trends come and go, but user expectations for intuitive experiences remain constant. Sometimes what's trendy directly conflicts with what actually works for your visitors. In this episode, Phil identifies the current website design trends that might be hurting your results rather than helping them. Watch all episodes on YouTube Visit the Websites Decoded listing on our website

Think you know how people read your website? The reality might surprise you. Understanding actual user reading patterns is essential for creating websites that truly connect and convert. In this eye-opening episode of Websites Decoded, Phil explores the science behind how visitors actually consume content on websites, and it's probably not what you expect. Drawing from established research, he reveals the patterns that determine whether your carefully crafted content gets read or ignore...

Wondering how long your website redesign will truly take? Before jumping into your next website project, understanding the realistic timeline is crucial for proper planning and execution. In this episode of Websites Decoded, Phil breaks down the entire website redesign process, revealing the typical duration of each project phase from discovery to launch. He provides insight into realistic timelines for different website complexities and identifies the critical path milestones that dete...

Simply having a pricing page isn't enough anymore. Today's B2B customers expect pricing pages that clearly communicate value and make complex decisions easier. In this episode, Phil explores how to create killer pricing pages that improve both user experience and conversion rates. This practical discussion covers: Why just having a pricing page is no longer sufficient The UX challenges specific to B2B pricing pages How to present information clearly to get conversions&nb...

Struggling to decide where to spend your website budget? Many businesses waste resources on flashy features that don't deliver results. In this episode, we reveal the smart way to allocate your website investment, showing you exactly where to focus your budget for maximum impact. Learn the proven priorities that drive real business results and avoid costly mistakes that can drain your resources without delivering returns. Watch all episodes on YouTube Visit the Web...

Want to know what really drives your marketing success? In this episode, Phil explores self-reported attribution – a powerful measurement tool that reveals how customers actually find your business. Learn why adding this crucial feedback mechanism to your website can transform your understanding of customer behaviour and help you make smarter marketing decisions. Watch all episodes on YouTube Visit the Websites Decoded listing on our website

Website auditing is a necessary process in order to ensure that your website is hitting your objectives as a business. But what data should you be focusing on to optimise your website for success? In this episode, Phil discusses the pillars of website auditing and how this data can be used to improve your website for both search engines and your users. Watch all episodes on YouTube Visit the Websites Decoded listing on our website

Many businesses use heatmapping software like Hotjar, MS Clarity etc. To reveal activity on their website. But many businesses struggle to use this data in a meaningful way, often just having the tools for the sake of it. In this episode, Phil discusses what data is useful to look at from heatmapping tools and how you can use the data to make positive changes on your website. Watch all episodes on YouTube Visit the Websites Decoded listing on our website

A split-funnel analysis can tell you a lot about the effectiveness of your demand generation efforts, but it’s not usually part of the website analysis conversation. In this episode of Websites Decoded, Phil explains what a split funnel analysis is and why it’s so important for revealing the true value of success of your website. Watch all episodes on YouTubeVisit the Websites Decoded listing on our website

Traffic to B2B websites can come from many sources, but which ones actually bring visitors who convert? In this episode, Phil reveals the traffic sources that matter most and how to find the best ones for your business.Watch all episodes on YouTubeVisit the Websites Decoded listing on our website