Playbook
Website foundations
Your website works while you sleep, but only if visitors understand what you do within seconds. Build pages that answer questions before they're asked and make the next step obvious.
Introduction
In 2014, I completed a seven-month traineeship at CXL, where I learned everything there is to know about conversion optimisation. Since then, I’ve built websites for my own marketing agencies and run experiments across e-commerce and B2B funnels.
One thing I’ve learned is that you don’t need huge amounts of traffic or complex A/B tests to start improving your site. Most B2B websites fail on the basics: structure, clarity, relevance and fixing those makes a big difference.
This playbook gives you a no-nonsense, step-by-step approach to improve your site’s performance. Whether you’re starting from scratch or want to refine what’s already live, you’ll learn how to boost conversions without overcomplicating it.
You don’t need perfect data to make progress. You just need to know what to fix and how to fix it. This guide will help you do exactly that.
