Underperforming Website? Market Research Can Get You Back On Top

Your website might win a design competition, but does it win over your target buyers?

Many B2B websites look the part but aren’t built on the insight that makes them truly effective. It’s typically because they launch before teams truly understand what buyers need to see, in what order, and why it matters to them. Without that context, even a gorgeous site can struggle to spark the right conversations.

Market research changes the equation. It turns design into a strategic asset, not just a visual one. When you know what your audience values, how they search, and what questions they’re asking, your website becomes a place where they feel understood and ready to take the next step.

Here’s how we use market research to give your website the substance to match its style:

Problem 1: You’re speaking your language, not theirs

Your internal team might talk about “integrated ops solutions” or “workflow optimization.” However, your buyer is Googling:

• “Why are our turnaround times getting worse?”

• “How to reduce handoffs between field and office”

• “What does a project coordinator actually do?”

If your website copy mirrors your pitch deck, but not your buyer’s mental model, you’ll lose them in the first scroll.

Market research solutions to deploy:

• Interview your buyers about their pain points

• Document the exact phrases they use

• Rewrite headlines, subheads, and CTAs in their language, not yours

Problem 2: You’re guessing what buyers care about

Most B2B websites treat the homepage like a résumé.

• “We’re experts.”

• “We’ve been doing this for 20 years.”

• “We’re passionate about innovation.”

That’s fine. However, if your buyer is trying to solve a specific problem, those aren’t the answers they’re looking for.

Market research solutions to deploy:

• Ask buyers: “What did you need to see on our site before reaching out?”

• Identify which objections or risks they were trying to rule out

• Prioritize proof, results, and clarity 

Problem 3: You don’t know what your competitors are saying

If you haven’t reviewed your competitors’ websites side-by-side, you might be unknowingly blending in. Your buyers are comparing you, instantly and subconsciously. If your messaging isn’t positioned clearly, they won’t spend time figuring it out.

Market research solutions to deploy:

• Audit competitor messaging, layout, and calls to action

• Document what they emphasize and what they ignore

• Differentiate with intent

Problem 4: Your navigation isn’t built for how buyers think

Most websites are organized by internal departments or product categories. However, your buyer is trying to answer questions, eliminate doubt, and make a confident decision. If they can’t figure out where to go within 10 seconds, they’ll go somewhere else.

Market research solutions to deploy:

• Map your navigation and page structure to the buyer journey

• Build pathways based on role (engineer, CFO, project lead) or problem

• Use research to label things clearly, not cleverly

We Can Help Improve Your Website’s Performance 

Before we ever write a word of copy, we research:

• Your ideal buyer’s pain points, goals, and mental models

• The real reasons they say yes or don’t

• What competitors are doing right and wrong

• The gaps in your current messaging

• The language your audience trusts most

Then we use that to build messaging that works on every page of your website.

Want to turn your website into a sales tool, not just a brand billboard? We’ll find the gaps and write what works. Let’s rebuild your content from the foundation up.