YOUR B2B MARKETING WEBSITE IS AN EXTENSION OF YOUR PRODUCT, NOT JUST A PIECE OF BRANDING COLLATERAL

Summary from the TLDR Marketing newsletter

Websites are not just a branding tool, they're part of the product experience. Focus on performance metrics like new user acquisition, prospect-to-signup conversion rates, and traffic quality rather than just aesthetics. Optimize key pages like the homepage and pricing page for action, which is possible with tools like personalization and ungated freemium access. Avoid relying on rebranding as a primary strategy since it often hurts performance metrics.