Most B2B websites look “fine.”
They’re modern. They load fast. They have a hero section with a big headline and a “Book a Demo” button. Somebody even sprinkled in a few customer logos like parsley.
And yet…
Pipeline is still inconsistent. Sales still says the leads aren’t great. Marketing still feels pressure to “drive more traffic.”
Here’s the truth from my side of the table… the average B2B website isn’t failing because it’s ugly. It’s failing because it isn’t engineered to move buyers through the decision process.
Your website has one job. Support pipeline. Not vibes. Not “brand presence.”
PIPELINE.
In Episode 124 of my podcast, I go deeper on the SEO side of this—how to think about driving the right traffic, engagement, and conversion. But today, I want to give you the practical operator version: how to tell if your website is actually helping revenue.
No gut feel. No “I think.” Just a set of checks you can run today with the data you already have.
What “Website Supporting Pipeline” Actually Means
Let’s define this before we do anything else. A website supports pipeline when it reliably does 3 things:
Attracts the right intent (not just volume)
Captures that intent (clear next step, low friction)
Supports sales conversations (proof, clarity, objection handling)
If any of those break, your website becomes expensive wallpaper.
So here are the checks I run because I’ve reviewed a lot of websites over the years, and the same failure points show up again and again.
The 5 Checks (Run These Today)
1) Intent + Source Audit (GA4 + Search Console)
First thing I want to know: what did visitors come to your site to do—and where did they come from?
Go into GA4 (Google Analytics 4 and pull:
top traffic sources (source/medium) for the last 30–90 days
top landing pages by sessions
engagement rate by source
conversion events (form submit, demo request, contact, etc.)
Then go into Google Search Console (secret weapon) and pull:
top queries
top pages by clicks/impressions
which queries are branded vs non-branded
Here’s what you’re looking for:
If your traffic is mostly low-intent queries, you’ll get “busy” without pipeline.
If your top landing pages don’t match ICP pain, you’re attracting the wrong people.
If Search Console shows you’re ranking for broad, vague terms, you’re getting curiosity clicks—not buyers.
This is where “more traffic” becomes a trap. Traffic isn’t the goal. Qualified intent is the goal.
(If you want the SEO breakdown and how I think about ranking factors, Episode 124 goes much deeper on this piece.)
2) Landing Page Reality Check (Top 10 Pages Only)
I’m a big believer in not boiling the ocean.
Take your top 10 landing pages (not homepage alone—landing pages). Print them, open them, whatever you need.
Now ask a blunt question:
Does this page clearly match a real buyer problem… or is it just describing your company?
A lot of pages are written like this:
“We are a leading provider of…”
“Our comprehensive solution includes…”
“We deliver end-to-end…”
Buyers don’t wake up searching for “end-to-end.” They search for outcomes, pain, and risk reduction.
If your highest-traffic pages are generic, your website isn’t supporting pipeline—it’s just catching people and letting them wander around.
Quick operator test:
Can a visitor tell in 10 seconds: who this is for, what problem it solves, what outcome to expect?
If not, that page is a leak.
3) Conversion Path + Friction Audit (Where Do They Go Next?)
This is the part most teams underestimate.
Even when the page is decent, the next step is often broken.
Check two things:
A) Are your CTAs aligned to intent?
If someone is top-of-funnel, “Book a Demo” is too early. That’s like asking someone to marry you on the first date. (Sometimes it works. Mostly it gets weird.)
You need the right “next step” based on where they are:
high intent → demo / consult / quote
mid intent → case study / comparison / pricing explainer
early intent → guide / checklist / “how it works” page
B) Is there friction?
Open your forms. Count fields. Try it on mobile. Time it. If your form is longer than a Costco receipt, conversion will suffer.
And don’t guess—measure:
landing page conversion rate
form start vs form completion (if you track it)
CTA click-through rate
If you don’t have these events set up, that’s actually the finding. You can’t improve what you can’t measure.
4) Sales Support Audit (Does Your Site Make Sales Easier?)
Here’s a huge miss I see all the time:
Marketing thinks the website is for “lead gen.” Sales needs the website for “deal momentum.”
Those are different jobs.
A pipeline-supporting website should reduce friction in the sales cycle by answering:
“Does this work for a company like mine?”
“What results do people actually get?”
“How is this different from alternatives?”
“What’s the process like?”
“What’s the risk?”
So check your site for sales enablement assets:
case studies that show outcomes (not just “we helped”)
clear before/after narratives
objection-handling FAQs
“how it works” content that matches the buying process
proof (numbers, quotes, logos, examples) that doesn’t feel fluffy
If sales constantly has to explain what you do, your website isn’t supporting pipeline. It’s making sales do extra work.
5) Pipeline Attribution Check (Even a “Good Enough” Version)
You don’t need perfect attribution. You do need useful attribution. If you can’t answer these questions, you’re flying blind:
Which pages show up in won deals?
Which sources produce opportunities (not just leads)?
Which offers/CTAs correlate with pipeline?
Where do qualified buyers enter?
The simplest version:
make sure your forms pass UTMs into your CRM (even basic)
track which landing page was the entry point
measure MQL → SQL → Opp by source
ask sales what they’re hearing about “where they found you” and log it
This isn’t sexy. It’s just how you stop guessing.
The Point of All This
If you run these 5 checks, you’ll walk away with something most teams don’t have:
A prioritized list of fixes based on evidence.
Not redesign ideas. Not opinions. Not “we should refresh the homepage.”
Evidence:
where traffic comes from
what intent it carries
where conversion breaks
what content supports sales
whether it turns into pipeline
That’s how you build a website that functions like a revenue asset, not a brochure.
Want the Deeper Breakdown?
If you want the SEO + engagement + conversion angle and the broader thinking behind driving the right traffic, I cover that in more detail on my podcast:
Episode 124 — the title is long, but it’s worth it.
And if you run these checks and realize your website is leaking pipeline in 2 or 3 places… don’t feel bad. That’s normal.
The win isn’t having a perfect website.
The win is knowing exactly what to fix next—so your pipeline stops depending on luck.
Talk soon,
– Javy
Want me to run this as a GTM audit for your business?
I offer a focused GTM Audit where I pressure-test your website, demand flow, lead quality, conversion paths, and sales handoffs—then give you a clear, prioritized plan for what to fix first.
I only take on one new GTM Audit client per month so I can stay deep in the work. I currently have one opening.
If you want details, reply to this email with “GTM AUDIT” and I’ll follow up personally.
